How has personalization improved digital sports marketing?
Personalization is a tried-and-tested way to boost engagement while gathering valuable information about existing audiences - and is proving to be a key driver for the sports industry, says Rawnet's Harry Daniel.
Personalization is powering fan engagement in sports / Mick Haupt via Unsplash
For brands looking to score with digital marketing, personalization is a winning long-term business strategy. Personalizing the user experience (UX) via websites and apps keeps fans engaged and enhances brand loyalty. It can help brands to grow, by extending their reach to new users and unleashing untouched opportunities for victory.
Personalization has taken the sports industry by storm, helping organizations in this space to make fans feel like they are part of an exclusive club with their favorite teams.
Keeping fans interactive
Today, avid sports fans have apps like Sky Sports on their phones or tablets. Through these apps, fans can add their favorite teams and players to a personal section. As a result, marketers can gather relevant information about each user and engage them via push notifications.
These notifications keep them updated with the latest news about their favorite teams and players and provide tailored content. When signing up to the apps, users can input their email addresses and receive a warm welcome message directly from their favorite club. They receive more exclusive content as a reward for remaining active and loyal to the club.
Fans are also offered insightful content that wouldn’t otherwise be accessible, via notifications, which bolsters their engagement. One example of personalization in sports marketing could be offering a 10% store discount and access to ‘money-can’t-buy’ giveaway opportunities once a fan signs up for membership.
Another could be receiving 50% off annual subscriptions to their next membership, and half-price for the next six months with a discount code. Offering these kinds of services to fans will encourage them to continue being a member and renew their membership due to the benefits they receive.
Ensuring fans remain engaged
Keeping the fans involved once the match ends is difficult, but through the expansion of streaming services, fans can receive more content than ever before – even after the final whistle has blown.
There are several podcasts tailored to specific sports or clubs. These streaming services can promote this content, enabling fans to listen to big players’ (and other fans’) opinions, creating a sense of community.
Similarly, there are pre-match and post-match discussions, keeping fans engaged with content for longer than just the tournament. By discussing stats, player ratings and reviews, fans are able to explore sports further, creating a sense of belonging with similar-minded spectators.
They can also personalize their experiences with streaming services by tuning in to the matches they want to see and listening to the discussions surrounding their favorite players.
Social media plays an important role in personalization and digital sports. Fans can follow the pages of their favorite sports clubs and receive updates every day using features like Instagram stories. Each player on every sports team has their own personal social media account, meaning fans can follow their heroes in real-time.
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Personalization is key
Personalizing sponsors through advertising is a major factor for digital marketers in the sports industry. By using existing data on what the fans view the most on the websites and apps, advertisements that suit the user’s needs and interests can be utilized for greater campaign success.
It’s no secret that digital marketers are championing personalization, and this is certainly the case for professionals in the sports industry. Personalization is highly beneficial for marketers as it can help improve their performance and campaign outcomes in the long run.
It’s important to remember to keep fans updated with the latest news and include exclusive content, as this will help ensure they remain engaged and loyal over time. Ultimately, personalization will continue to be the prime driver in the fan’s experience to remain competitive against future opponents.
Content by The Drum Network member:
Rawnet is a digital agency that defines, designs, delivers and drives strategic products and services that create a long-term positive impact.Find out more