How personalization can help you win in digital sports marketing
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Personalization has become a buzzword in marketing circles in recent years and is an extremely important part of sports marketing.
Simply put, personalizing the user experience across all digital channels keeps fans engaged with brands and builds loyalty.
With that in mind, read on as we take a closer look at personalization and evaluate some of the key elements that contribute to sports marketing success.
Lay the groundwork for customization
Tailoring the content of websites and apps to a user's individual needs is critical to ensuring that marketing activities produce tangible results.
By using analytics tools across multiple digital platforms, sports organizations can gain insights into which content drives the most engagement with fans.
Not only does this allow them to customize their future content more accurately, it also provides a platform to customize ads more efficiently.
While personalization is the main driver of engagement, it takes a lot of time, effort, and resources to deliver the right content.
Keep the fans engaged
We've established that personalization can generate engagement, but understanding how it works on a day-to-day basis is no easy task.
Fans expect to see the latest news and updates from sports organizations, but it's the supporting content that gives them that personal touch.
Building communities through social media pages, podcasts and providing unique content is one of the ways sports organizations can personalize their production.
Personalization can also be provided by team players: those who are willing to give themselves a window are those who help organizations generate fan engagement.
Keep the trust with the fans.
Regardless of the sport being marketed, it is essential that organizations maintain a level of trust with fans to keep them engaged.
A good example of an organization that doesn't understand what motivates its fans is the Glasgow Clan, an elite Ice Hockey League club.
The club has built up a loyal fan base over the last decade but has been increasingly supportive of that support lately.
Club bosses have been accused of focusing on 'selling' rather than getting involved, creating a dangerous level of animosity among many fans of the clan.
The club's social media channels are largely dominated by ticket and merchandise posts, while support content designed to keep fans engaged is virtually non-existent.
Oblivious to fans' concerns, problems intensified when the club recently announced the signing of a player with a questionable record.
Fan aggregation through the Clan's digital media channels has been far more brutal than it could have been if previous levels of engagement were where they should be.
According to Total Sports, a sports marketing agency, the secret to the success of digital marketing is to build and maintain trust, a factor that Clã had already lost sight of before the company's controversy.
While questions about the suitability of players have always been raised, the consequences could have been less dire had the importance of fan involvement not been overlooked by the club.
The club's subsequent failure to remedy the situation by taking decisive action against those involved in the signing further aggravated the situation.
By building fan loyalty through personalization and engagement, sports organizations are more likely to maintain a positive environment even in difficult times.
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