When you start an affiliate business, you’ll need to think strongly about your marketing strategy. SEO and organic marketing are the go-to for many with quality content a key focus in order to rank well in the SERPs and build large and loyal audiences. But while organic marketing is crucial to the success of an affiliate business, you should also strongly consider paid marketing.
Contrary to popular belief, paid marketing doesn’t have to be expensive. Even if you don’t have a huge budget you can still enjoy success in the iGaming space – as long as you use your money wisely and do enough prior research.
If you’re curious to learn more about the paid marketing trends impacting the iGaming affiliate space in 2022, you’re in the right place. Below, we’ll talk about the three areas you should consider dedicating money toward.
Automation and Machine Learning
Artificial intelligence (AI) is huge in most industries and has enjoyed a seemingly unstoppable rise over the past few years. iGaming is one area where you can see its effects, especially when it comes to automation and machine learning.
With past marketing campaigns, you’d have to put in a significant amount of manual work to determine the reach and success of the activity. For example, you would need to pull statistics and group customers – as well as prospective customers – based on their specific interests.
On top of that, you’d have to deal with age-old systems that were limited in their scope and scale. But today things are different as automation can do much of that heavy lifting. For example, it allows you to easily segment different audiences meaning you can target your campaigns better and – ultimately – attract more traffic to your website.
The Removal of Cookies
Over the past few years, internet privacy has become even more of a crucial talking point. Some companies have received hefty financial penalties for non-compliance with specific restrictions, too, as we’ve seen multiple times in the EU with its General Data Protection Regulation (GDPR).
With more and more people becoming concerned about the information they share – along with how it’s used – cookies have become a hotly-disputed topic. And in the next few years, your affiliate business will probably need to think about new ways to target its audience if currently using third-party cookies.
Regardless of whether you use paid or organic marketing, your search engine of choice is probably Google. At the moment, the Silicon Valley-based tech giant is making huge changes to its platform that will see the end of third-party cookies.
Google had aimed to remove cookies from Chrome at some point this year, but that has now changed to next year. Instead, you’ll receive different tools that will enable you to find out more about user information via Google Analytics.
Google did receive some pushback from the UK authorities initially, but having now addressed those concerns, it’s going full steam ahead. Knowing how to deal with these changes will determine whether your business continues to succeed or not.
Social Media
Social media is a huge part of our daily lives. Facebook has been around for a long time now, and many people have had their accounts for well over a decade now. In more recent years, TikTok has taken the world by storm and signaled a huge shift to short-form video content.
Paid social media advertising is huge on pretty much every platform, and when you consider the huge base of users available, it’s not difficult to see why. Some networks also prioritize advertised content, meaning you’ll get in front of more eyeballs if you back campaigns with a budget.
If you choose to pursue paid marketing on social media, you have to be very careful. Many platforms either restrict gambling-related advertising or don’t permit it at all. Rules will, of course, vary depending on the jurisdiction you target.
Paid Marketing Is Huge in the iGaming Sector, and There Are Plenty of Tools to Choose From
Paid marketing is becoming bigger, and as the iGaming affiliate space becomes more and more competitive, combining it with organic is going to become critical if you want to move your business forward. Trends change all the time, so it’s important that you keep up to date with the latest news.
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