We are now living in the digital era where getting the attention of the Internet matters both for brands and individuals. Digital marketing has become a key driver for any business, and this includes your favorite sports teams, leagues, events, and retailers. But just how much is digital marketing shaking up the game for the sports industry? Let us get into it play by play.
Any great digital marketing agency for sports would know just how much social media matters. Most of them may even say that the advent of social media has been the greatest change the internet has dealt to the sports industry. Platforms, such as Facebook and Twitter, have millions of users sports brands need to promote themselves to.
Access to exclusive content and live events and updates can be too much for the average sports fan to afford, financially and geographically. By taking advantage of social media, the sports industry is able to bring live updates and exclusive content even to those who cannot normally access live sporting experiences. Fans can even follow in real time how their favorites are doing in between games and events, effectively boosting their attachment to the brand.
Blogging is a great avenue for fans to expose the trials and tribulations that come with supporting a particular player, team, or club. Even newspapers dedicate blog sections where sports fans can share their thoughts. Some die-hard fans and sports enthusiasts even have their own blogs rife with relevant and engaging material. This allows sports fans to build and be part of large sports communities online who contribute even to the offline context of sports.
However, most teams and clubs rarely engage with their bloggers, and they might be missing out on a great sports digital marketing tool. Small sports brands can tap on bloggers to garner favorable online coverage and support from sporting communities.
Content and video marketing
Creating and distributing relevant and unique content, whether in writing, pictures or videos, give sports brands a greater chance to be seen online. Sports content keeps fans, followers, and potential customers engaged and interested, which then boosts purchase intent, brand awareness, and creates additional links and website traffic.
Having a YouTube channel, for example, can keep fans and followers up to date with your brand. It can host unique but relevant content, such as interviews, tutorials, tips, and game information, which is a great way to still generate substantial content even for sports businesses that do not have rights to show or stream sporting footage.
For those that a sporting goods and services business, this kind of content can highlight what they offer, while forming a community of followers who are eager to share and interact with the brand.
Sports events may be difficult to attend, but branded applications from leagues, teams, and clubs lets fans follow them remotely. An app can provide all the information that the fans need, such as highlights from previous games, exclusive player interviews, soundbites, images, wallpapers, and team or club specific news. A paid app or allowing in-app purchases for premium content and brand merchandise would also generate additional income.
Any brand benefits from digital marketing, but the sports industry is particularly interesting because it mostly hinges on offline contexts, such as sporting events. Sports digital marketing also levels the playing field for any sports-related party, whether it is an event, retailer, athlete, team or club, and provides exposure no matter how big or small they are. And with the growing prominence of online media, digital marketing will surely continue to change the game for the entire sports industry.