Increasing Brand Equity of Online Casinos Through Online Marketing Tools
Rutanen, Juuso (2017)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018062014159
https://urn.fi/URN:NBN:fi:amk-2018062014159
Tiivistelmä
As the popularity of online gambling is blooming and the number of online casinos has increased drastically, it has led to a growing demand of positive brand equity. Therefore, it is vital for online casinos and other businesses to gain a competitive advantage with increased brand equity. Yet, many online casinos don’t realize the real value of brand equity in a modern interactive marketplace where there already are too many option for consumers. Online casinos should aim be at the forefront of making technology work and create a better playing experience for consumers.
The aim of the study was to examine how online casinos can increase brand equity in today’s digitalized world. Other objectives were to study which marketing strategies online casinos should focus their resources on and to study the impact of online marketing in general for the industry. Essentially, this research will help online casinos to develop their brand and lower the barrier for new market entries.
The methodology entails collecting information by using quantitative research. Using online survey was implemented and distributed on online gambling discussion boards. The survey executed on Webpropol software which also allowed the data to be analyzed.
The results indicate that positive brand equity is a significant factor for online casinos’ success. Consumer choose an online casino based on brand loyalty, brand image and based on its advertisements and promotions. The impact of the already popular online marketing strategies such as affiliate marketing, search engine optimization and email marketing cannot be denied. Nonetheless, they should be improved. The findings reveal that online marketing is an important driver to increase brand equity, however, the way the strategies are used is the main key to success.
The aim of the study was to examine how online casinos can increase brand equity in today’s digitalized world. Other objectives were to study which marketing strategies online casinos should focus their resources on and to study the impact of online marketing in general for the industry. Essentially, this research will help online casinos to develop their brand and lower the barrier for new market entries.
The methodology entails collecting information by using quantitative research. Using online survey was implemented and distributed on online gambling discussion boards. The survey executed on Webpropol software which also allowed the data to be analyzed.
The results indicate that positive brand equity is a significant factor for online casinos’ success. Consumer choose an online casino based on brand loyalty, brand image and based on its advertisements and promotions. The impact of the already popular online marketing strategies such as affiliate marketing, search engine optimization and email marketing cannot be denied. Nonetheless, they should be improved. The findings reveal that online marketing is an important driver to increase brand equity, however, the way the strategies are used is the main key to success.