Ladbrokes adopts CRM

As a means of shifting its marketing focus to the general public, Ladbrokes announced that it will be adopting business management in the form of customer relationship management (CRM).

Despite a major marketing campaign for its Ladbrokescasino.com facility, the organisation is aiming to keep hold of customers through an improved method of communicating with players.

Advertising spend for the organisation rose by 12.2 per cent in the six months until the end of June, including through a M&C Saatchi "Hide and Seek" TV campaign.

A spokesman for the company said of the adoption of business management software: "Our marketing campaigns have successfully recruited large numbers of players but yield per player is down.

"Having recruited large numbers of players in the first half we are now focusing on CRM to drive revenues in the second half."

Ladbrokes recently named odds of 5/1 for Joe Calzaghe, the undefeated Welsh boxer, to win the upcoming series of Strictly Come Dancing.

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