In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Brisbane-based gaming and lottery group, Tatts Group (ASX:TTS), will deploy a SAS multi-channel marketing campaign management system in early 2014, allowing it to send targeted emails to boost customer engagement.
Tatts Group CEO and managing director, Robbie Cooke, 50 per cent of the Australian adult population has purchased one of organisation's products in the last 12 months. However, he said the challenge is how to market effectively to its customer base, in particular, notifying them of betting opportunities in a timely manner.
“On the lotteries front, it is going to enable us to get a complete picture of our customer and their interaction when they are purchasing through a newsagency or online. We can look at the type of products they enjoy using and provide relevant communications,” Cooke said.
For example, if there is a customer that regularly plays OzLotto on Saturday and they haven’t got their entry in, Tatts Group can provide the customer with a prompt or a reminder via email.
On the wagering side, if a customer is an Australian Football League (AFL) fan and follows a particular team, the system will allow the organisation to provide odds and information about upcoming games.
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Prior to this rollout, if Tatts Group wanted to send an email to a subset of its database, a staff member would have to manually construct or pull that information from the database.
“With the SAS solution, we can automate that process and send out emails to select customers in a much more timely way,” said Cooke.
While Tatts Group currently only sends marketing emails, there are plans to be “more active” with SMS messages next year.
“We’re embarking on a push into new channels and want to be more on the technological forefront than we have in the past. The online business is still relatively low, in lotteries we’re transacting 8 per cent of our business online.”
On the wagering side, Tatts Group makes 20 per cent of its sales online.
Tatts Group also plans to expand its customer relationship management (CRM) headcount in Brisbane from three to six staff by early next year.
“Once we have that capability in place, we can start being active in the way we are engaging with customers and using the CRM platform,” he said.
Tatts Group delivers lotteries, wagering and gaming products and services across Australia through a range of brands including Bytecraft, Golden Casket, Maxgaming, NSWLotteries, Talarius and TattsBet.