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4 Lessons from the Sports Industry’s Digital Marketing Strategies

The sports industry is one that is continuously growing in market revenue and size as more and more loyal fans pop onto the scene, eager to interact with the teams and players that they love the most.

4 Lessons from the Sports Industry’s Digital Marketing Strategies

In fact, in the U.S. alone, the sector is valued at approximately 70 billion dollars, a number which is expected to steadily rise over the coming years.

However, how does the industry sustain itself as a lucrative business that pays attention to popular trends, overcomes challenges, and delivers customers what they are searching for in such a competitive market?

The answer lies within effective digital marketing strategies. Various companies throughout the industry are well-versed in successful ad tactics, and there’s no doubt that we could learn a thing or two from them.

Here are four ways the world of sports has leveraged expert digital marketing strategies as a tool to gain real results and audience traction year after year.

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Promotions and Trial Periods Create Customer Retention

The use of special deals and promotions to attract customers is nothing new, but with an increase in competition from all sides, the sports industry acknowledges that they can set their businesses apart with unique services that prioritize the target audience above all else.

This can mean promotions on a variety of interrelated activities, from sports betting to retail sports goods, game tickets, and more. For example, as states across the U.S. continue to open their doors to legalized online sportsbooks, providers are recognizing the need for personalized discounts.

The Garden State, one of the regions that recently regulated virtual wagering, now welcomes fans with New Jersey free bets to ensure supporters throughout the area are catered to.

In a similar way, as advancements in technology now allow for fans to watch any game or matchup in real-time around the clock, one of the sport’s top streaming services entitled fuboTV welcomes users to the experience with a free trial.

Opportunities like these allow the customer to tap into a specific service and have a convenient taste of a company’s unique offerings, a strategy that actually fosters major retention and prolonged loyalty.

marketing

In today’s digital era, Instagram is one of the most important marketing tools that exist

Two Words: Social Media

Nowadays, the modern fan is also extremely savvy about social media. Millennial supporters especially have been known to get their sports news, stats, odds, and photo content from platforms like Instagram over TV channels like ESPN or NBC Sports.

The industry is aware that if they want to reach their target audience successfully, they must meet them where they are at. In fact, leveraging social media in digital marketing is hugely important in today’s environment for any company that wants to make a mark.

But just how does the industry implement these tactics realistically? Well, some of the biggest leagues in the sports world, such as the NBA, have a strong presence on social.

They interact with their fans by keeping their accounts updated and fresh with new, relevant video and written content being uploaded every day.

Additionally, the important sports journalism of today largely takes place on platforms like Twitter rather than in newspapers or on cable television.

Businesses that are able to produce cohesive, enticing messages on these applications are automatically a cut above the rest. One such example is the Bleacher Report which is a fully digitized magazine focusing on sports news and culture.

They run a successful website but have also managed to successfully attract more than 15 million Instagram followers to their account. They have worked with countless campaigns due to their unrivaled engagement on social.

Multiple businesses in the industry have also been known to utilize social media influencers, one of the 21st century’s greatest marketing tools of the moment.

Unlike celebs, these are people whose lives are more similar to our own and thus customers trust them when they review a specific product or service.

Campaigns that Evoke Emotion Drive Sales

There’s a reason why Nike was voted 13th by Forbes as one of last year’s most valuable brands worldwide. Over the years, they have released a variety of inspirational content whether it be on social, television, or another platform.

Their well-known slogan “Just do it”, which is often at the center of any one of their campaigns, is often preceded by a narrative that employs a character struggling to overcome some hardship and ultimately succeeding, making the encouraging tagline one of the strongest symbols in modern-day marketing.

Therefore, the retail company not only has a memorable slogan that sticks, but it is also one of the most recognizable sports brands on the globe thanks to its meaningful advertising that evokes great emotion in audiences.

audience

Because sports fandom is a universal hobby shared by millions across the globe, marketing strategies in the industry must be powerful and wide-reaching.

Pay Attention to Trends and Adapt as Needed

In addition to all of the above, the sports industry is one that pays sharp attention to advancing trends in the world and adapts to those trends as necessary.

Perhaps the best instance of this today is eSports. These unconventional sports competitions between professional video gamers are sweeping the planet and the industry has made it a point not to miss a beat.

Major playmakers in the sports sector have stepped aboard as sponsors of these intense tournaments to make their voices heard even louder. Celebrity athletes such as Steph Curry and Shaquille O’ Neal have also partnered with eSports leagues.

Additionally, as Augmented and Virtual Reality continues to impact businesses across regions, these technologies are also being used in sports to enhance player performance and the fan experience.

Marketers should be in tune with the effects of this new tech as well, and keep it in mind when strategizing.

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