Buzz Bingo’s Harry Lang on omnichannel marketing

The days of working out where the players are, piling the money into a few channels and sitting back are long gone for marketers, according to Buzz Bingo MD Harry Lang.

Competition in regulated markets means that the mandate of the omnichannel CMO has become necessarily broader, now required to drive more channels with more granular KPIs, as well as to be integrated strategically and tactically astute.

With the longevity of the sector now dependent on player protection and putting the customer first, marketers now also have to constantly adapt to changing rules around regulatory compliance, as the costs associated with getting it wrong are extraordinarily high.

The upshot is that CMOs and their teams have had to become better in order to guarantee success, driving greater professionalism, process and accountability.