Optimove’s rise to being the number one customer relationship management marketing solution for the iGaming market has revolutionised the industry. 

The leading CRM and marketing intelligence platform has grown from its inception in 2012 to help over 500 brands and market leaders, helping to improve the understanding of their customers’ behavior.

Optimove’s VP of Revenue, Motti Coleman joined SBC’s Ted Menmuir on the latest episode of the iGaming Daily podcast to chart how the company has granted people in the industry the tools to succeed, by giving the power back to marketers. 

Coleman said: “I remember sitting with somebody very high up in the industry a number of years ago. And he said to me, ‘I’ve got an army of data analysts that sit at the end of the corridor and the door’s locked and no one gets in and no information gets out.’ 

“I was just blown away by that.

“What we’ve always done is we’ve given the power to the hand of the marketer to be able to handle as much of the process as they can possibly do themselves. So they can do anything. They can be anything. They can be all parts of this journey.”

How positional marketing grew

Another key area Optiimove focuses on is positionless marketing, and this focus has been extensively written into how the company presents itself.

This is perhaps best seen on Optimove’s website, where the firm describes its solutions as ‘Do Anything, Be Anything’, symbolising the freedom it aims to give users.

However, while it is a relatively new term, the concept is something the company has been engaging in since its beginning. 

Coleman explained: “The concept of a positionless marketer, or rather the phraseology of positionless marketer, is something that we’ve coined over the last year. And we’ve got, you know, Pini’s really running with that and we’re owning it. 

“We’re owning that as a message. And we were also the first to do it, but it’s not new that we’re doing it. We’ve been doing this in some way, shape or form for the last 12 years.”

How AI can help

One way it is looking to improve is by harnessing the power of artificial intelligence to ensure new avenues can be explored and more menial tasks can be automatically taken care of. 

The rise of AI to help take care of smaller tasks can free up time to explore innovation and growth strategies that ordinarily wouldn’t have been possible, saving time and improving efficiency.

Coleman said AI can help to complete positionless marketing.

“Now, when you add AI into the mix as well… that has allowed the CRM manager to do the messaging, the content and the image and actually themselves again, be able to do that final leg of the journey as well. 

“Positionless marketing has always existed but with the impact of AI it’s kind of completed the circle.”