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INFORMATION PROCUREMENT OF THE FANS. NEW OR CLASSIC CHANNELS? WHICH CHANNEL IS FAVORED BY THE FANS?

Donnerstag, Oktober 8, 2020

Corona as trigger for developments in infrastructure and digitization

The club's own websites and newsletters are used more to gather information than the club apps. How can you make the apps more attractive - or should you focus more on the website and newsletter?

To answer the question, one must first go back one step and get the appropriate decision bases right: one must analyze the communication contents holistically with reference to the respective target groups. In this context, we use in consulting projects not only user and click figures or entry figures and bounce rates, but qualitative data from the target group to primarily clarify reasons and needs. In addition, this analysis should include the framework of active and passive information gathering in order to understand that user behavior, behavior triggers, the various user journeys and, accordingly, the communication strategy is highly dependent on content.

So the answer is clear: it depends on the club, its content and the attributes of the target group. To give a generally valid answer or recommendation on the choice of channels would not be correct. But what can be said in general terms is that the bouquet of channels must reflect the active and passive information gathering processes in total - and of course in a way that is appropriate for the target group.

Article "Corona als Auslöser für Entwicklungen in Infrastruktur und Digitalisierung" erschienen in Football Business Inside #19: http://www.footballbusinessinside.com/

For more information please contact

Jens Jaschinski

Director Consultancy

E-Mail: jaschinski@slc-ag.com

Fon: +49 (0) 911 - 54 81 830

Tags: Corona, digitalization, Fact-based Monitoring, fan needs, Football Business Inside, Madeja, Management-Informations-System, Sportbusiness, Sports-Eco-System