Based upon its many years of experience in marketing, BTD has developed a comprehensive 360° online marketing solution that is specifically geared towards requirements of professional sport. The solution is available, with immediate effect, to all BTD customers under the internal working title “BOMP - BTD Online Marketing Platform”. To find out how the BOMP works in detail, please read the information on www.btd.de/en/bomp.
“BOMP” has two overall goals when supporting clubs, leagues and sponsors, as well as the gaming industry and marketing and sponsoring agencies:
1) Improved fan experience that extends to personalised services on websites, apps and other digital channels – for an increased retention period and targeted information and offers – via all end devices used by the fan (cross-device strategy)
2) ROI: By achieving an improved fan or user experience, the BTD Online Marketing Platform brings about more efficient marketing or sponsoring activation, increased conversion rates and higher revenues per head for clubs and sponsors
The platform is based upon the combination of real-time and re-targeting campaigns. In this context, real-time targeting means the allocation of advertising space and concomitant activation of targeted advertising at the specific time at which the user visits a specific website. Combined with re-targeting (you can read a detailed report on this in BTD-Newsletter no. 2/2014), cross-device user tracking is also in evidence, facilitating the customised presentation of a number of content variants.
The user data gathered within the parameters of the marketing platform thus provide a growing pool of relevant information for individual target group segmentation. Cross-platform linking makes it possible to activate synergies not yet leveraged (primarily between the club, partners, sponsors, press portals and social media channels) minimising any dissipation during campaign management.
“BOMP” has two overall goals when supporting clubs, leagues and sponsors, as well as the gaming industry and marketing and sponsoring agencies:
1) Improved fan experience that extends to personalised services on websites, apps and other digital channels – for an increased retention period and targeted information and offers – via all end devices used by the fan (cross-device strategy)
2) ROI: By achieving an improved fan or user experience, the BTD Online Marketing Platform brings about more efficient marketing or sponsoring activation, increased conversion rates and higher revenues per head for clubs and sponsors
The platform is based upon the combination of real-time and re-targeting campaigns. In this context, real-time targeting means the allocation of advertising space and concomitant activation of targeted advertising at the specific time at which the user visits a specific website. Combined with re-targeting (you can read a detailed report on this in BTD-Newsletter no. 2/2014), cross-device user tracking is also in evidence, facilitating the customised presentation of a number of content variants.
The user data gathered within the parameters of the marketing platform thus provide a growing pool of relevant information for individual target group segmentation. Cross-platform linking makes it possible to activate synergies not yet leveraged (primarily between the club, partners, sponsors, press portals and social media channels) minimising any dissipation during campaign management.
