Sport has also become digitized and so have its marketing and communication strategies. But what are the elements that make up digital marketing in sports? They are based on experience and arrives at the use of “wearable” devices to collect data. Without ever forgetting one thing: at the center now more than ever must be the user.
Let’s start with a not insignificant fact: many people love to play sports. Suffice it to say that, according to FIFA, more than 260 million people play soccer, or 4% of the world’s population
Basketball, for its part, also has a large number of fans: there are an estimated 400 million players around the world, both professional and amateur.
This means that there are millions and millions of people who engage in sports every day, who could become customers or users and who therefore constitute the target audience of many companies operating in the sports sector.
In addition, the application is also equipped with an editorial offer that provides the user with more inspirational and educational content to give him the right advice on how to train, what to eat, and ultimately to keep him on the platform as much as possible.
One of the great advantages of digital marketing is that it has all the tools to create and exploit new touchpoints. In the case of sports, a valuable and strategically important touchpoint is wearable accessories, which are now an essential component of any athlete’s equipment.
Among fitness bracelets, shoes with tracking devices, smartwatches to download sports and wellness applications, wearables are becoming more and more widespread, becoming an increasingly important product category of great interest for the main players in the sector
Digital marketing is worn on the wrist
The question, as always, is: how?
In reality, the ways to do so are different depending on the results being pursued; despite this, many interesting ways can coexist effectively. Wearables, first of all, are a valuable source of data.
Not only do they record individuals’ workouts and performance data, but they also track their habits and behaviors, reporting, for example, the most followed route, training times, favorite circuits, etc.
The digital marketing of sport is also that of influencers
Another way for digital marketing to grow and consolidate a given sports business is to exploit the digital dynamics of influencer marketing.
After all, it is now known that athletes at certain levels can become real influencers who are capable of modifying the behavior and choices of a large number of passionate users.
No longer just sport
Perhaps the most important – and conclusive – consideration to be made when talking about digital marketing applied to sports is that, as never before, sports is no longer just about a sport.
In addition to representing an increasingly important business, it is also a sought-after territory to conquer for all new technologies and digital solutions, since it has specific characteristics that are fundamental for digital marketing: the importance of the experience, the centrality of the human element, the strong identity relationship.
This is in addition to a strong ability to build emotionally involving stories, which is the basis of modern, effective, and essential digital communication.