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Casino Marketing Executives Can Learn from Mobile Use
Infographic Just Released By Robinson & Associates
Robinson & Associates, Inc., has just released an infographic that shows casino marketing departments how mobile technology is having a significant impact on the behavior of existing and potentially new casino customers.
“Our new infographic was created to make it easy for casino marketing managers to see the importance of the mobile user in their property’s marketing mix,” says Martin R. Baird, chief executive officer of Robinson & Associates, a guest service consulting firm to the global gaming industry.
Baird offers two examples of the influence of mobile technology.
First is the use of smartphones for information gathering. “Ninety-five percent of mobile searches are local,” Baird says. “How many people are using mobile to find your casino? When they do use a smartphone to fine your casino, are they finding your message or those on Yelp or Facebook left by guests who may not have had a great gaming experience? Casinos can no longer control the message with billboards as customers drive to gaming properties. Now it’s easier to check social media sites and web rankings to decide where to play.”
Second is the way casino information appears on smartphones. “Huge images are great when you are on a website at a computer, but they are a deal killer on a cell phone,” Baird says. “It’s frustrating to want information on a smartphone and then end up on some bloated website that requires lots of navigation to find a few key pieces of information.”
Casinos must have mobile-optimized websites, Baird says. “It’s predicted that by 2016, 75 percent of cell phone owners will have smartphones,” Baird says. “This means that casinos must adjust their marketing now to accommodate mobile and be prepared.”
Casinos also must move guest feedback into the mobile age, according to Baird. “Many casinos still use antiquated comment cards and call it a guest feedback platform,” Baird notes. “That’s like thinking VHS is a video format. The use of mobile technology was a significant part of our recent announcement of our Simply Share service. We saw the growth in mobile and realized that casinos need a way to collect real-time, actionable customer feedback using that technology.”
According to Microsoft Tag, 50 percent of Twitter users use that social network site via mobile. And 56 percent of customer tweets to companies are ignored, according to AllTwitter. “Casino customers are much more comfortable sharing information from a mobile device than they are paper and pencil,” Baird says.
“Casinos that don’t embrace the mobile reality in 2013 will be left behind,” Baird says. “2013 is the year that mobile needs to be a focus for casino marketing and casino customer feedback.”
About Robinson & Associates
Martin R. Baird is a casino consultant and chief executive officer of Robinson & Associates, Inc. For 20 years, Robinson & Associates has been dedicated to helping casinos improve their guest service so they can compete and generate future growth and profitability. A Boise, Idaho-based consulting firm to the global gaming industry, Robinson & Associates is the world leader in casino guest experience measurement, management and improvement. Recently, it announced Simply Share, a real-time customer feedback platform that makes it fast and easy for casino customers to share their experience directly with casinos instead of posting comments online at social media sites.
For more information, visit the company’s Web site at www.casinocustomerservice.com or contact Lydia Baird, director of business development, at 208-991-2037 or lbaird(at)raresults(dot)com. Read about casino customer service improvement at Martin Baird’s blog at www.mbaird.blog.com. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.
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