January 31 – The digital focus within football marketing started as being all about web sites and building social media numbers on Twitter, Facebook and Instagram. But there has been a strategic shift and while the social media platforms are still important it is the new fan engagement platforms that are making the marketing difference. “It is all related to fan engagement which is at the core of the matter. How do you communicate to a vast majority of supporters of clubs, especially in the world’s top 20 clubs, who are not in the city or the country?” says Juli Ferre Nadal, formerly with Barcelona, AS Monaco, and FIBA before joining Tally Technology to run its European expansion. “This space has been given away to social media platforms and everyone jumped into that. We are now trying to reverse that,” said Ferre. “Clubs have fans all over the world who they know nothing about.” Ferre has been at the heart of the digital transformation taking place across football for 15 years. Now he has joined Tally which was originally founded as a free-to-play prediction game for brands, sports teams, leagues and media companies, but has evolved into a fan […]
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