General Information About
Digital Marketing Team
Digital Marketing - the main function of the team is media buying, whose work consists in developing Marketing Strategies on digital platforms, creating advertising campaigns. It is the purchase of advertising space and airtime in various media, such as websites, TV channels, social networks, etc., followed by tracking the results of the advertising campaign and improving its effectiveness.
Meet Our Team
Karen Azatyan
Deputy Head of Acquisition
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Digital Marketing Team
Functions of the Team
Using various analytical tools, they carry out control and precise work. The team is involved in the effective organization of advertising campaigns, the calculation of budgets for them and the creation of reports on the work done. They also conduct market research to identify competitor strategies and create new and more attractive opportunities for VBET. To achieve maximum efficiency, KPIs (such as CPA - cost per click, LTV - lifetime value, etc.) are defined and performance is monitored with great attention. The work of the Senior Digital Specialist who implements Paid Social tools and handles analytics is critical for the team. They create and manage digital tracking systems (eg Google Analytics, GTM).
Ensures user engagement and accurate representation of behavior across all digital platforms. Ensures accuracy and integrity of data by conducting regular audits or monitoring, identifying player behaviors and engagements. Organizes reporting on advertising campaigns and works closely with regions and related teams to align business objectives. Ensures that advertising campaigns comply with industry regulations and norms, ensuring efficient use of resources.
Working Process
The process begins when the head of one of the regional teams or the head of marketing sends a verbal request to the Digital Marketing Team, the team provides a service for them within the company. Requests are for quarterly or annual advertising plans. In the first step, the team lead (Kristina Varderesyan) examines the task herself, identifying the requirements of the regions, after which she distributes the task among the employees who are responsible for the given region.
An epic opens (A working domain where all the elements related to the process are consolidated), the team employees take tasks by dividing all the stages of the work. Deadlines are specified, the completion of which should be a month earlier than each quarter (for example, for the quarter starting in July, work begins and ends in June), the required marketing budget, the sources of relevant traffic, the expected results (number of customers from the marketing campaign) are calculated, then the ready planning is sent to the regional team for approval, and after it is received, the work begins.
Area of responsibility of the team
For each region, create marketing strategies in accordance with their defined KPI, which must ensure a flow of customers for the regions.
Software used by the Team
- Metabase, appsflyer (if there is an app system in the given region, in-app ads are enabled with these tools). Sometimes other advertising platforms (eg propellerads) are used for ads as needed.
- eve, jira platforms
- Metabase - able to check the FTDs, Sign ups and all the necessary information received as a result of advertisements connected to social networks, search engines.
- Appsflyer - get access to all information about in-app ads.
- Jira և Eve - for creating and managing internal tasks (legal, design, etc.).
- In Case of Digital Marketing, in addition to the above, Meta, X (Twitter) social networks, Google search engine and Google Analytics are used.
