Mobile marketing in the sports industry is growing at an unprecedented rate – just a cursory glance on Google will tell you as much. But why has it proved so successful?
The answer’s simple – through an effective content marketing strategy, a sports team can interact and engage with fans on a personal level, both at the stadium and elsewhere, for the duration of the season.
It’s effectively a match made in heaven – sports fans are passionate about their club, constantly demanding thought-provoking, discussion-worthy content, while many are young and tech-savvy.
Recent findings from Motricity found that 79 per cent of sports fans have used their mobile to watch or follow sport during 2012, while a whopping 87 per cent have checked sports content during an ‘inappropriate’ moment – like during a date or at a meeting.
The challenge, then, is for clubs to capitalise on this insatiable demand by devising strategic mobile marketing strategies to boost engagement rates and ultimately, drive revenues. The smartphone has become the go to for news and opinions – sports brands need to harness this, without detracting from the mobile experience.
Personalisation is key – in football, for example, there is a multitude of demographics. Tapping into these successfully will drive conversations and engagement; something that’s difficult to get right, but promises great rewards.
Utilising the services of Snack Media, sports brands can demonstrate and share fans’ passions on both mobile and wider digital platforms. Our diverse sports portfolio means we understand the issues that get fans talking, and our experience with content marketing means we understand the intricacies and secrets of effective copywriting.
Away from the stadium, fans are an unstructured bunch. But an effective mobile marketing strategy can transform this scattered group into what’s effectively a single, centralised database. Through engaging, inspiring content, this can be activated to extend a brand’s reach and provide fans with added value.
With the Euros in full swing, the Olympics only around the corner and 2012-13’s Premier League fixtures due to be released on Monday (18th June), there hasn’t been a better time for a club or sports organisation to realise the potential of mobile marketing.
