Go Global! The Parimatch Experience- Q&A at SBC Barcelona
⏱ 2 min read
(Barcelona, SoloAzar Exclusive).- In a Q&A held within SBC Barcelona, Ivan Liashenko, CMO of Parimatch, explained how the firm transformed from a local company into a global company.
“Our transformation consisted on 3 main sides: A tech transformation, an operational transformation and a marketing transformation. Here I will focus on the marketing side”, said Liashenko.
“When you are working in one country, there is one operation, one marketing, one price, one payment and the same media. When you become a global company, it is important to note that it is not about money, it is about the brand. Branding was the basis for all further developments of our company.”
He then gave an advice: “When you are local and you are forming your branding strategy, you have to focus on a particular region with particular customers. However, if you are global, you have to find your key value as a company, and offer it to key customers. You have to understand with which particular person your customers want to associate themselves”.
Parimatch, for example, hired MMA fighter Connor Mc Gregor.
He then spoke about analytics. “When you spend a lot of money, you have to analyze its performance in the most efficient way. We analyze frauds and reportings”. Besides, he said that now everyone looks at big data because it is trendy, but he advised to look at basic marketing instead.
With regard to affiliate marketing, he asked the following: Is your affiliate program profitable for the company? And talking about marketing strategy, he asked the following: How are we going to spend the money? And said that it depends on your aims and target, to try to do it in the most efficient way.
Categoría:Events
Tags: Sin tags
País: Spain
Event
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