2. why use digital marketing?

3. what is ‘digital marketing’ Digital marketing, also know as online marketing, web marketing and e- marketing, is in its simplest form the promotion of a product or service using the internet, email and wireless media. This includes: Websites Online advertising and Pay Per Click (PPC) Email Social Media Online PR E-Customer Relationship Management (ECRM)

4. what are the benefits of digital marketing? It is easily measurable It is fast It is easily adapted It is relatively low cost Response rates are higher than other traditional channels There are no geographical limits A large audience can be reached Things can ‘go viral’ Everyone is doing it!

5. the crackerjackpot digital strategy

6. the microsite At the heart of the Crackerjackpot digital marketing strategy lies the microsite Makes it easy for new members to join and play online The microsite provides existing customers with a ‘my account section’ to manage their lottery account, top up, see their play history etc. The microsite is centred around an appeal campaign – this gives people something to get behind, a quantifiable mission and provides a platform for social media integration. Mobile optimised

7. driving traffic Google Adwords and the Google grant Search engine optimisation (SEO) – more than just organic rankings Social Media – Facebook, Twitter and YouTube Email Online PR Offline marketing activity

8. creating an income stream Leading the eye towards the pay and play area of the site – maximising conversions through user journey Prompting online members to top up via email Spending £750 per month on online advertising plus internal management time Targeting 150 new members a month via online channels – this won’t happen all at once! Sliding scale. Saving money on admin costs