Ladbrokes switches focuses to CRM

Ladbrokes is to shift marketing focus for its online brands to customer relationship management (CRM) and digital marketing in the second half of the year in an attempt to boost revenues.

The bookmaker launched a major television campaign in April for Ladbrokescasino.com to recruit players, but it will now look at ways of maximising spend per player.

A spokesman for Ladbrokes says: “Our marketing campaigns have successfully recruited large numbers of players but yield per player is down. Having recruited large numbers of players in the first half we are now focusing on CRM to drive revenues in the second half.”

The gambling firm says marketing spend increased by 12.2% in the six months to 30 June but will be lowered for its online casino, poker, sportsbook, games and bingo brands in the second half.

Ladbrokescasino.com launched the M&C Saatchi “Hide and Seek” TV campaign in April. The ad featured a man playing hide and seek with a giant primate and used the strapline “Don’t hide from thrills, seek them out at Ladbrokes.com”.

The company had been forced to change the line after the Advertising Standards Authority banned last year’s “thrill buds” campaign for “portraying gambling in a context of toughness and linking it to recklessness”.

Ladbrokes’ group net revenue fell 6.6% to £504.4m in the first half of the year, while pre-tax profit fell 3.9% to £131.3m.

The company announced last week that it will join rival William Hill in moving its online sportsbook off-shore in a bid to save on tax.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here