Add another layer to your #Business literacy. We at Serebral360° would love to know if the Forbes – Entrepreneurs article was helpful, leave a comment, like and share. Let’s dive in and discuss the information and put it to use to grow your business. #BusinessStrategy #ContentMarketing #WebDevelopment #BrandStrategy
Info@serebral360.com 762.333.1807 www.serebral360.com
Grap a copy of our NEW Business Stratgety Books #FFSS VOL1 and #FFSS VOL2
When the March Madness college basketball tournament starts March 19, fans around the country are going to be on the edge of their seats to see if their team is this year’s big winner. Whether their team is a front-runner or a Cinderella story, the passion for college basketball is fierce — and loyalty like that is something most brands can only dream of.
Thought television has changed in the last few years, with the rise of OTT and cable cord-cutting - this year, the NCAA announced the tournament will be streaming on a record 15 platforms. Other aspects of the tournament, like mobile engagement and online tournament brackets, are also updating to stay relevant to their audiences. Both the tournament and the tech associated serve a slam-dunk opportunity for marketers to both learn from and leverage the passion fans bring to their NCAA teams. I spoke with an expert who shares how: Scott Ings, VP of product at Apptimize, a mobile and web testing optimization company.
Harrison: How can brands make sure they make the most of a television event like March Madness? How has that changed with more consumers cutting the cable cord and using OTT streaming services instead?
Ings: There are two groups of brands that need to be thinking about changing customer behavior. One group is the advertisers that want to promote their products during March Madness. The other group is the broadcast networks that show games.
The first group (advertisers) need to more conscious than ever of omnichannel experiences. Roughly 70% of viewers are on a second screen when watching TV (cable or OTT). Mobile experiences such as native mobile apps, mobile web, and social media are going to be incredibly important during any major live event whether you’re talking about March Madness or the Oscars.
The second group (broadcasters) need to think about how to leverage major events like March Madness to acquire long term users in the platform that viewers want to use. Five years ago, March Madness would be a way to draw users to subscribe to cable in order to watch the games. But the times have changed, and companies can now leverage March Madness to acquire users for web, mobile, and OTT apps. The question now becomes how to retain those users past the free trial subscription and how to keep them engaged beyond March.
Harrison: There is a lot of local pride for college teams in the March Madness tournament. How can personalized and localized targeting help brands to make an impact?
Ings: This is where mobile can be a great asset. Native mobile apps that have access to location data can deliver targeted experiences to their users. Brands can also leverage social media apps to deliver targeted ads.
Harrison: How can brands capitalize on a live event like March Madness games? How can they tie together their advertising, social ads and app notification pushes to engage customers?
Ings: The answer to this gets pretty complicated because it’s all about what data is available and usable. Connecting all the dots between different platforms is a huge undertaking. The very best brands are able to launch cohesive campaigns that span all the channels simultaneously and ensure smooth experiences as a user clicks from an ad to a landing page or from an email to a mobile app.
Harrison: How can brands use the data they collect from March Madness engagement to inform their future marketing strategies?
Ings: The influx of users a successful marketing campaign yields can enable amazing learnings if the brand is able to take advantage of it. We see many brands that leverage the wave of users to run A/B tests around different initiatives. For example, a broadcaster that is showing the games might have a wave of viewers come into its mobile app to check scores or watch highlights. This is a great time to test different ways to get users to sign up for a subscription. The best part about March Madness is that it’s not a one time event like the Super Bowl. You’ll have a few weeks of traffic to learn from and iterate on. The most innovative companies take advantage of this and test as much as possible.
It’s clear that March Madness presents both challenges and opportunities for broadcasters, networks and brand marketers. With the right data, goal and strategy, March Madness is the perfect time to take your shot at building engagement and deepening the connection between your brand and basketball fans everywhere.
March 14, 2019 at 01:05PM
Forbes – Entrepreneurs