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The advantage of digital, however, is the ability to pivot on campaigns quickly, he said. But he also suggested no one should stop mailers suddenly. Gongaware said some Las Vegas casinos have offered customers who opt in and provide a cell phone number an automatic text message if a slot payout reached a specific threshold. One suggestion he offered is to leverage data from the casino management system to enhance communication with your patrons. When a casino adds a new game, they get a notification.{/INSERTKEYS}{/PARAGRAPH} Nick Hogan, co-founder and CEO of Reelmetrics, said casinos moving into digital marketing must realize that digital campaigns need their own direction. Using search engine marketing SEM optimization is vital because of the gatekeepers who control much of the traffic on the internet, Hogan said. In the end, Tottenham said, the successful use of digital marketing requires believing in the data. Hogan said another advantage of digital media is that it can be effective in reaching players who are seeking novelty. For casinos with a mobile app or those considering adding one, tying the app to the back end of your casino management system can give operators clues about what players are doing and how they can best be marketed to. Hogan advocated against turning off analog marketing and switching completely to digital, because demographics come into play in gaming. {PARAGRAPH}{INSERTKEYS}That means relying on websites, email, and social media platforms such as Facebook and Twitter to communicate with customers, particularly on mobile devices.