BTD has developed a comprehensive 360° online marketing solution specifically geared towards requirements of professional sports. BTD has named it BOMP – BTD Online Marketing Platform.
The solution is available, with immediate effect, to all BTD customers under the internal working title “BOMP – BTD Online Marketing Platform”. To find out how the BOMP works in detail, please read the information on www.btd.de/en/bomp.
BOMP has two overall goals when supporting clubs, leagues and sponsors, as well as the gaming industry and marketing and sponsoring agencies:
1. Improved fan experience that extends to personalised services on websites, apps and other digital channels – for an increased retention period and targeted information and offers – via all end devices used by the fan (cross-device strategy)
2. ROI: By achieving an improved fan or user experience, BOMP brings about more efficient marketing or sponsoring activation, increased conversion rates and higher revenues per head for clubs and sponsors
The platform is based upon the combination of real-time and re-targeting campaigns. In this context, real-time targeting means the allocation of advertising space and concomitant activation of targeted advertising at the specific time at which the user visits a specific website. Combined with re-targeting, cross-device user tracking is also in evidence, facilitating the customised presentation of a number of content variants.
The user data gathered within the parameters of the marketing platform thus provide a growing pool of relevant information for individual target group segmentation. Cross-platform linking makes it possible to activate synergies not yet leveraged (primarily between the club, partners, sponsors, press portals and social media channels) minimising any dissipation during campaign management.
In December 2015, BTD was awarded the contract by the Italian club Juventus Turin for the development and technical operation of all the digital platforms.