Embrace The Digital Era Or Risk Being Left Behind
Tue 9th Feb 2016 | IT & Technology
2016 will be the year of the ultimate ‘connected fan’ experience as digital and technological innovations continue to drive the evolution of fan engagement and transform sporting events, according to predictions from Advanced Business Solutions(Advanced) read here in a new white paper (‘The Connected Fan’).
With the digital era driving so many changes, clubs are under pressure to adapt and find ways to take the fan experience to new levels. The opportunity starts from the minute live event tickets become available, through to encouraging fans to re-purchase after the event. This helps clubs to maximise commercial streams both before the game starts and whilst fans are in the stadium.
According to the white paper, through the use of digital channels and the exploitation of social media platforms, clubs can better understand the ‘digital fan’ and achieve more tailored engagement throughout their journey. Advanced has identified five key stages of the journey for the connected fan; from ramping up to the ticket purchase, the digital ticket, travel to venue, the experience of the attendance at event, right through to the follow-up.
Advanced predicts that the fully connected fan will ideally have an ongoing 360 degree experience which, although initially starting with the ticket purchase, subsequently becomes part of an ongoing cycle of engagement, enhanced and personalised each and every time the fan and the club connects.
Ensuring fans buy online and receive their tickets digitally will mean they enjoy the convenience of purchasing 24/7, quickly and easily from any device with as few clicks as possible. The actual match day is also transforming into an engaging game-changing journey thanks to technology and sharing in ‘banter’ on social media.
Mark Dewell, Managing Director, Advanced Business Solutions (Ticketing) explains: “By embracing the digital era, venues can make attending a sporting event an immersive, connected experience, therefore building excitement and loyalty with their fans. Data-driven tailored engagement also maximises upsell opportunities with every fan, as well as their friends and family, through each step of the journey.”
With such vast quantities of digital data, clubs are able to understand their fans more than ever before. Exploiting the value of fan data in the right way will help clubs to enhance loyalty by delivering a ‘connected’ experience for fans. However, the impending introduction of the EU’s new data protection act means every sports club will need to focus on a responsible data engagement strategy in 2016.
Dewell concludes: “The changing digital era presents a whole host of opportunities for sports clubs and we predict that 2016 will be the year that clubs recognise the value of embracing technology to deliver a connected fan experience. Those that fail to step up will risk being left behind.”
For more information on the Connected Fan, read here
Posted by: Aaron Gourley
If you have any football business related news stories you’d like to share then please contact us – firstname.lastname@example.org
To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.
Tue 21st Mar 2017 | IT & Technology
CEO, Lewis Holland and the team at DiscountIF team have been studying various merchandise stores of football clubs in the UK. We've been observing pricing trends as well as web traffic flows. Within...
Mon 20th Mar 2017 | IT & Technology
Following its recent work to relaunch Southampton FC’s new fan-focused digital experience, digital specialist Delete has been awarded Sitecore’s Global People’s Choice and UK Digital...
Mon 6th Mar 2017 | IT & Technology
3D DIGITAL VENUE has partnered with Club Wembley to aid in its goal of providing members with an enhanced Club Wembley Experience. Partnering with 3D DIGITAL VENUE , Club Wembley has ushered in an era...
Mon 6th Mar 2017 | IT & Technology
The Swedish Football League, Svensk Elitfotboll, have signed an agreement with Spiideo to equip every stadium in Allsvenskan with a system that delivers high resolution panoramic footage of the entire...