SPORT - Science & Practice, Vol. 10, №1, 2020, pp. 81-92.
Professional paper
IMPORTANCE OF DIGITAL MARKETING IN
MAJOR SPORTS EVENTS (ON EXAMPLE OF
2019 FIBA WORLD CUP AND AMG PLATFORM)
UDK 005.511:796.09
658.8:004
Ivana Markov Čikić1
College of Sports and Health, Belgrade, Serbia
Slaviša Veselinović2
Adria Media Group, Belgrade, Serbia
Abstract: Using the example of a major basketball sporting event such
as the 2019 FIBA Basketball World Cup, we can clearly see how sport, as
a particularly dynamic social field, has found its foothold in online media
such as Adria Media Group platforms thanks to companies like Roda, which
have become a part of the experience of major sports competitions, thus
establishing a special relationship with consumers. The Roda commercial
was present for over 16 days, 768 hours, or 3,987,456,000 seconds, a figure
that is unimaginable on classic media such as nation-wide TV channels. In
addition to the quantitative benefit mentioned above, it is important to note
that the relations with Roda consumers, namely 2019 FIBA Basketball World
Cup audience and AMG internet media audience have improved qualitatively
because in the virtual market consumers become creators of the offer and
from the very beginning direct the features of what they will buy.
Key words: digital marketing, sports competitions, business entities, online media.
1
ivana.markov-cikic@vss.edu.rs
2
slavisa.veselinovic@adriamedia.rs
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INTRODUCTION
Today we are living in the world of revolutionary accomplishments in
the field of marketing communications, new, continuously advancing digital
technologies appear almost daily and no one can grasp the pinnacle of the
Internet and the final reach of contemporary communication society. In such
environment, survival in the market of economy, sport or media becomes
uncertain. The goal is to find optimal strategies for marketing approach with
constant education, application of new online techniques and promotion
instruments, and continued cooperation and exchange of information of
all target groups of the organization. The target audience(s) are precisely
targeted, which requires two-way communication as opposed to previous
forms of mass communication. The global expansion of internet has opened
the path for new communication channels with sports media audience, with
consumers offering them communication via social networks, blogs, forums,
chats, all of which had an impact on marketing strategies within organizations.
Organizations are becoming aware of the online opportunities and value of
the digital market. Therefore, economic subjects, media, sports organizations
are all aware that their consumers, viewers, listeners, audience are also in
the virtual market where the fight for consumers begins with a new kind of
“weapon,” means and tools without which the battle in digital marketing is
unimaginable. Regardless of whether it is brand campaigns, promising people
certain benefits in the long run, or if it is direct marketing with concrete offers,
the common goal is always to make the sale.
This paper covers the topic of multiple sales motives, towards the
customers of the Roda supermarket, media audience of Adria Media Group
(AMG) and sports audience of the FIBA Basketball World Cup. There is a
string of “backdrop” activities needed to reach these consumers in the real
world through the virtual market. Copywriters - write stories for marketing
purposes, call to action, interaction, to leave their e-mail address, buy a
ticket, like a post. The search for “leads” is on - these are potential buyers
or consumers, “landing pages” are created - web pages whose goal is to
provide in-depth information about the product. Remarketing or retargeting
is conducted- setting up ads that chase you once you visit a certain website.
SEO optimization is carried out with the goal of achieving top ranking in
Google or some other search engine. Viral marketing is created - content that
is organically spread because people find it inherently interesting, titles are
created with the promise of better living, social proofs are being built - values
that are formed based on likes and comments, website banners are used for
display advertising, contextual ads, Google AdWords, Facebook boosts; reach
is noted - how many people have seen the content; upsell – a new, additional
offer after the initial purchase, always and continuously make new offers:
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Ivana Markov Čikić, Slaviša Veselinović:
IMPORTANCE OF DIGITAL MARKETING IN MAJOR SPORTS EVENTS
(ON EXAMPLE OF 2019 FIBA WORLD CUP AND AMG PLATFORM)
Storytelling - content that maintains the attention of consumers… If we
view the Internet as a digital battlefield and virtual consumers as precious to
companies then we can say that digital marketing is the most diverse weapon
that we have ever been able to use in marketing contests and competitions.
The following is a piece of data that illustrates the level of awareness
of companies when it comes to the significance of digital marketing: the total
value of digital marketing in Serbia in the last year has reached EUR29.48
million and the share of online advertising in all marketing activities is 15-
20%3. The growth of the digital marketing market was no less than 25.2% but
this trend needs larger growth if it is expected to move closer to the European
standard - as concluded during this year’s “Digital Day” conference, which
definitely shows and confirms the future potential of the digital marketing
market.
Defining and characteristics of digital marketing
Most definitions of digital marketing are harmonized, focusing on the
means and ways to promote goods and services in digital marketing, which
is in fact using digital communication channels with the aim of delivering
a message to primary audience. “Electronic marketing in broader terms is
marketing using electronic media and techniques and technologies based
upon them.” (Perčić, 2018,p.60) If we are using online strategies to promote
and sell products and services we could say that we are implementing digital
marketing. “Digital marketing enables the consumers, companies and other
stakeholders to create, share and access digital content.” (Quinton, Simkin,
2016 p.18). Direct electronic marketing as one of sub-systems of the electronic
marketing uses various electronic media, means, tools, technologies,
techniques and systems to share information or achieve a measurable
response, or transaction. In direct electronic marketing, there has been an
increased use of contemporary electronic media, such as smartphones and
the Internet, so we can speak about promoting goods and services using the
Internet, smartphones and other interactive channels of communication with
the consumer. “The key moment in developing this media was the launch of
the World Wide Web service (WWW) in 1991.” (Ognjanov, 2013, p.236). This
is the moment when the buyers and sellers met in a new virtual market. It is
because of this that when we speak about digital marketing today we refer to
the promotion of online businesses and connecting with the target audience
which is the basis of digital marketing. The advantage of the aforementioned
www service is that it allows for combining image, sound, text, video,
graphic design… which represents the main commercial spotlight on the
internet, a new market, a new source of information but also a new channel of
3
https://digitalday.rs/
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communication between companies, consumers, clients and spectators, when
it comes to sports. Activities that digital marketing is based on are constantly
developing to better suit the habits of Internet users. It is vital to know the
habits of online users, their interests, and preferences regarding products
and services to have an adequate focus on promoting certain products and
services.
Digital marketing uses all the advantages of the Internet, through
different promotional activities with the goal of grabbing users’ attention. The
focus is on finding the way to explain to users why they should dedicate their
time to browse a website or consume certain information and products.
This type of marketing is constantly developing just as many
technologies based on the Internet, enabling everyone to be online at any
time and place. This level of flexibility presents a revolution in the way
of communication, because now we can reach our target audience and get
feedback at any time. This opens incredible opportunities for promotional
activities and two way communication with consumers in real time. This
way of communication has had a significant impact on all aspects of human
existence, and particularly for sports has enabled global visibility to millions
across the globe. “The role of digital marketing to certain target groups of
buyers is very important, an unrivalled means of communication.” (Domazet,
Cvetkov Čikošev, 2019,p.34) Why do we speak about digital marketing as
an inevitable means of communication, sales, promotions? Precisely because
the application of digital marketing is the basis of differentiation in the
competitive market for many companies. ”With adequate planning of digital
media activities as well as publishing interesting content makes timely
communication with the consumers drastically easier (Kocić, Radaković,2017,
p.153).” What particularly needs to be kept in mind is that once the relationship
with the consumer has been established, we should try to maintain this as
a long-term activity, which is not at all simple taking into account that the
contemporary consumer is exposed to a variety of available information each
day.
Goals of digital marketing in major sporting events
The sports market creates its own supply for the buyers through sporting
events. What differentiates buyers in the sports market are their specific
needs for a sporting experience. “ Through sport events the fans are directly
fulfilling their own need for a sporting experience, because when buying
tickets, annual admissions, fan merchandise, subscriptions to TV channels,
sport press and publications, sport-related products, they are purchasing and
paying for their own sporting experience with all its traits.“(Gašević, 2004,
p.81) “Through sports events the fans are directly fulfilling their own need
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Ivana Markov Čikić, Slaviša Veselinović:
IMPORTANCE OF DIGITAL MARKETING IN MAJOR SPORTS EVENTS
(ON EXAMPLE OF 2019 FIBA WORLD CUP AND AMG PLATFORM)
for a sporting experience, because when they buy tickets, annual admissions,
fan merchandise, subscriptions to TV channels, sport press and publications,
sport-related products, they purchase and pay for their own sporting experience
with all its traits” (Gašević, 2004, p.81). The media has always used sporting
events to achieve their own numerous goals. One of the first ones is definitely
keeping up with sports contests to satisfy the spectators’ need to be informed,
but another significant goal is purchasing broadcasting and advertising rights.
Today, we can still acknowledge the importance of TV broadcasting,
through which a company strives to be a part of a major sporting event
but we also have to underline the significance of the online presence of
major sporting events and companies. If the saying that if it wasn’t on the
TV, it didn’t happen was true before, today the very same phrase is fully
applicable to the Internet and social networks. The data from the Statistical
Office of the Republic of Serbia proves this – the frequency of Internet usage
in September, October and November 2019 for Serbia is 77.4 %, with a total
of 3,810,000 people using the Internet daily and 70.8% of the population
having an account on social networks. According to the last available data,
more and more people shop online, and they list the most frequent types
of using the Internet for personal reasons. No less than 75.6% uses the
Internet to read newspapers or magazines online, 75.5% to get the available
information about goods and services, while 67.8% takes part in social
networks, which is one of the most crucial strategies for communication
with consumers. Media outlets have recognized this new virtual market
very early on, realising that the Internet is a media that brings together: TV
viewers, radio audience and newspaper readers. All the media have their
online platforms that function not only as a support to the classic media but
dominate the frequency of use.
Sport as a particularly dynamic social area has found a stronghold in
online media, particularly in case of major sporting events. Companies have
recognised the potential of this media for creating close relationships with
consumers and significantly advance their business practice. As an example
in today’s Serbia we can single out a big company, RODA, that has become a
part of a major sporting event experience, the 2019 FIBA Basketball World
Cup, via various media outlets, and using the digital platform of Adria Media
Group, which is the subject of analysis of this paper. Roda’s commercial
was on for 16 days, 768 hours or 3,987,456,000 seconds. As a comparison,
if we know that the average price per one second of the commercial on
the national television RTS 1 is RSD3.689 net4, we can conclude that for
768 hours of commercial during the 2019 FIBA Cup RODA would have
spent a 14-figure amount: RSD14,709,725,184,000. This shows that RODA
have chosen an optimal way to maintain the visual communication with
4
file:///C:/Users/Win10/Downloads/Cenovnik%202019%20SEKUNDE.pdf
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their consumers during the World Cup, thanks to the timely and readily
available information and publishing interesting content on one of the
most visited websites in Serbia5, kurir.rs. To an extent, the AMG platform
uses a few of the most basic techniques: advertising, analytics, search
engine optimisation, social networks and copywriting. When it comes to
a combination between a high profile company and content sponsor such
as Roda, and a major sporting event, advertising becomes the most used
technique. It is crucial to pick the right content (text or video) to sponsor, set
the time (for before, during and after the FIBA World Cup) and determine
the target group for receiving the message - this is the only way that digital
marketing can reach its full potential. Of course, without a high number
of site visitors and content consumers we cannot speak about successful
digital marketing. A high number of Kurir online visitors, according to
Google analytics, with over 2 mil visitors monthly and holding 2nd place6
(after Blic) works in favour of RODA’s marketing strategy. Advertising
technique is based on the combination of paid advertising on social media
platforms and paid search results to increase the visibility of the website
and certain posts.
The SEO method involves using different strategies to improve the
ranking of a certain site in the search results. “Better ranking for a website
means more visitors, and looking from the perspective of e-commerce, for
companies that use internet advertising, this means more users, and bigger
profits.” (Perčić, 2018., p. 96). The goal of SEO is to bring new users to the
website using different search engines (Google, Yahoo). By choosing the
right keywords for the site description, a client's web presentation is taken to
the top of the search results in their niche. As an example. Kurir online uses
as many tags as possible with every post to encourage high visibility (for
example, if the topic is Red Star, the tags used are: Red Star, soccer, sport,
player name, venue name, Superliga, Champions League…). The advantage
of Kurir is the domain authority, which is the reason that Google “pushes”
posts to the top of the search results so many internet users decide to click
and read the news.
Journalists on digital platforms are in the role of “copywriters” and
digital marketers, as they are tasked with creating relevant content to grab the
attention of the primary audience. Posts are created with websites in mind but
also for continued use on social networks and YouTube. Setting up blogs for
target audiences can also create additional interest with potential consumers.
Thanks to social networks digital marketing is defined as two-
way marketing with a direct connection and feedback from the audience.
5
https://www.blic.rs/vesti/drustvo/najnovija-lista-najposecenijih-sajtova-u-srbiji-jedan-
veliki-rekord-i-jedna-velika/wnftfvy
6
https://rating.gemius.com/rs/tree/32
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Ivana Markov Čikić, Slaviša Veselinović:
IMPORTANCE OF DIGITAL MARKETING IN MAJOR SPORTS EVENTS
(ON EXAMPLE OF 2019 FIBA WORLD CUP AND AMG PLATFORM)
Social networks allow for the possibility to inform and communicate with
the audience directly, as well as using the feedback to improve services or
products. To keep an account growing, it is necessary to maintain diverse
and creative content and use different methods of approaching the audience,
providing them with motivation to communicate and recommend the account
to other users. Kurir’s official Facebook page (Picture 1) shows the activity on
all social networks and the formation of the Kurir Viber community.
Picture 1. Presentation of official Kurir Facebook page
An especially important technique in digital marketing is analytics,
which refers to detailed analysis of the visitors that are not only passive
readers but also leave comments, likes, share or forward the content posted
on social media. If it is known where to recruit the target audience, desired
consumers, media or sports audience, their gender and age, occupation and
preferences, then success in marketing is guaranteed because then the best
way to communicate with them will also be known.
Roda’s presence on AMG online platform during FIBA 2019
In cooperation with RODA, AMG have conducted a project for the
2019 FIBA World Championship in China, from 31st of August to 15th of
September 2019. The project requirements were that AMG was to produce a
certain amount of content (text and video) to be posted on kurir.rs and espreso.
rs websites, as well as in the printed edition of Kurir. Roda was the sponsor of
the reports, and the company’s interest was grounded in the fact that kurir.rs
is one of the most visited websites in Serbia and also that the Kurir newspaper
is at the top of their category in Serbia.
An ad for Roda appeared the beginning of every video report on the
World Championship (Picture 2).
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SPORT - Science & Practice, Vol. 10, No 1, 2020.
Picture 2 Linking RODA brand with the 2019 FIBA World Championship,
examples of pop-up and web banners.
It should be kept in mind that the prices of ads per second are far lower
on websites than those on TV channels. Also, the message that is sent will
reach the target audience with much more precision than when compared to
TV commercials because online ads are connected to content consumed by
the target audience.
Roda has been keeping their company image closely related to the
Serbian basketball team for years now, so it is no coincidence that this event
was chosen as an advertising opportunity. Roda used other agencies in
addition to AMG, but for the sake of this article, we will limit our analysis to
the cooperation between AMG and Roda.
In the aforementioned period 357 video clips were published on AMG
group websites (Picture 3) from reporters from China. Each of these clips
included a Roda ad. Keeping in mind that each of the video clips had an
average of 2700 views, we can conclude that during the World Championship
in China, the sponsored ad was played 963.900 times.
Picture 3 Example of AMG video clip during 2019 FIBA World
Championship
Source:https://www.kurir.rs/sp-kina/3314047/srpski-kosarkasi-jednoglasni-
posle-filipina-za-nas-tek-sada-pocinje-svetsko-prvenstvo-kurir-tv
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Ivana Markov Čikić, Slaviša Veselinović:
IMPORTANCE OF DIGITAL MARKETING IN MAJOR SPORTS EVENTS
(ON EXAMPLE OF 2019 FIBA WORLD CUP AND AMG PLATFORM)
Keeping in mind that Roda’s ads were played with video clips related
to the Serbian national basketball team a few days before and after the
Championship, the total number of played commercials is over one million -
just from video clips and reports.
During all 16 days of the championship, short TV shows: “Experience
the Championship” were aired live from the AMG studio, in average duration
of 20 minutes. There was a video wall behind the host and guests showing
Roda’s company logo and ads. These clips were available online on AMG’s
websites and platform for a few days after live airing. Nine thousand people
have viewed each show (on average) which totals up to (9000x16) 144
thousand views. The ads on the video wall behind the host were aired for 768
sati. 3,987,456,000 seconds.
Picture 4. TV show “Experience the Championship” aired live from the
AMG studio
Roda’s marketing benefit is definitely 768 hours or 3,987,456,000
seconds of airing the ad on an Internet-TV channel and a million views of
commercials from the 15-20 second clips. AMG’s fee for this service was
RSD5,.2 million (around 44,000 EUR) which is far less than the comparative
price per second on a national TV channel, where this amount would result
in 3000 times less the amount of seconds – i.e. RTS would air 1,417 seconds
of ads instead of the 3,987,456,000 seconds received on the AMG digital
platforms. During the Championship, the number of visits to the AMG sites
has gone up 38% compared to the period before the championship. This shows
the importance of major sporting events in all activities related to digital
marketing.
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CONCLUSION
The example analysed in this paper is just one in line of many
cooperation agreements between sports sponsors and media in Serbia. This
cooperation is still primarily focused on television, because live airings of
matches still have the biggest number of viewers so the ads played during
commercial breaks and even immediately before and after the match still reach
out to the largest number of consumers of company’s goods and services.
Still, lately there has been a rise in the number of companies that
allocate their budgets towards website and social network advertising. For far
less money spent on advertising, companies get significantly longer air time
but the main benefit is that their ad targets the audience that is the most likely
to purchase their goods and services, unlike TV ads that will show the ad also
to people who are not at all interested in the advertised goods or services.
This is achieved by adapting the content to a specific target group. If we want
to reach, for example, the female audience (that is usually not particularly
interested in the match) the websites will offer clips related to how female
sport players dress, for instance. These short clips (20 - 30 seconds) have a
high number of views and an ad from the sponsor is added to the beginning
of each one. This way it is possible to add advertisements to content that is
indirectly related to sport from companies whose products are not typically
included in commercial blocks during live TV airings – such as makeup,
shoes and clothing manufacturers. The advantage of online advertising is that
the viewers can watch the clips at any time of the day - when it is convenient
for them rather than at a specific time as required by the TV airings.
The awareness of the significance of digital marketing is on the rise
in Serbia, especially in the economic sector (sponsorships). The issue is that
this significance has not yet been recognised by clubs, teams and sports
associations. People from so-called “small sports” associations clubs have not
yet accepted the experiences of their foreign colleagues in gathering the profit
in any way other than from the state budget allocated for their sport.
The initiative for this kind of cooperation usually comes from the
media and somewhat more rarely from the sponsors. Sports associations
have very few people educated for this type of advertising. A solution to
the problem is the education of marketing teams in sport organisations by
organising conferences and teaching them how to acquire additional profits
for their teams or associations and sharing experiences from the countries
where digital marketing is much more involved in sport than in Serbia.
Manchester United is a good example of the use of digital marketing
to the fullest extent in sports7. This club has launched a digital app which
7
https://www.independent.co.uk/sport/football/news-and-comment/manchester-united-
leading-digital-commercial-sina-weibo-mutv-a7595371.html
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Ivana Markov Čikić, Slaviša Veselinović:
IMPORTANCE OF DIGITAL MARKETING IN MAJOR SPORTS EVENTS
(ON EXAMPLE OF 2019 FIBA WORLD CUP AND AMG PLATFORM)
will make their own TV channel accessible in 165 countries worldwide. Their
calculation is clear. It’s estimated that there are around 658 million fans of
Manchester United in the world. If only 1% of those were to subscribe at 1GBP
per month, the club stands to profit 80 million GBP per year. And this is only
a part of the profit. The second, far larger profit comes from the commercial
partners that wish to bring their brands to their target audiences using the
Manchester United TV app
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