When brands have a full understanding of the qualifications, motivations, and preferences that drive campaign conversions, they can qualify their audiences and adjust creative messaging to resonate with consumers who will become good customers. This boosts campaign results at all points in the customer journey.
I know, video game and app marketers are some of the hardest working people on the planet, and I no doubt have the HIGHEST respect for what they do at all hours of the night - and no I'm not talking about their private lives.
Still, working on the creative, strategy, video, marketing, social media and PR side of game and app promotion, I see important actionables and accountabilities slipping through the cracks.
So, take this as intended - or hate me. Just don't do both at the same time. I confuse easily.
1. Be authentic to your brand, game and fanbase
I don’t care of your game involves stacking cherries on top of ice cream before it melts, or shooting hookers in the street. Own it. I remember running a campaign for Street Fighter X Tekken where we weren’t allowed to use the word “badass” in our social media updates. The game was about kicking people in the face.
There’s a huge disconnect between the desires of the fans and the politically correct spew coming out of the marketing spokesholes. It’s not their fault. It;s the system.
2. Allocate budget for promoting contests, giveaways and commissioning influencers
Players and fans don’t just magically appear - especially... Read more
The proliferation of technology has permeated the masses and shows only signs of acceleration. Agencies try to compete with their algorithms and math men. But are they enough?
During an insight presentation at the iMedia Agency Summit in Rancho Palos Verdes, Kevin Hung, SVP and digital innovations director at Havas Media, argued that they're not. In fact, he noted, most marketers' tactics haven't evolved much past classic ads dating back to the 1800s. Sure, they might show up on Instagram instead of in print media. But they're still the same models sipping the same beverages and competing for consumer attention (or, in the case of Instagram, consumer "likes").
"We're applying old techniques to a new world, and our consumers know this," Hung said. "We're not just antagonizing them with the things that we do. We're insulting them."
Some companies get it. These are the companies like Uber, Airbnb, Dropbox, Square, WhatsApp, and Nest -- the ones that put digital at the core of their businesses and leverage it as a springboard.
We've all seen the evolution as marketers, Hung said. Interruption has become invitation. One screen has become every screen. Reach and frequency have become moments. And prime time has become my time.
The keys... Read more
You know things have become difficult for marketers when the President and CEO of the Interactive Advertising Bureau (IAB) admits that all the money flooding into ad tech has merely caused more chaos. As a marketer you certainly already know this as you attempt to deal with the tangle of new partners who come between you and the consumer. As a publisher you rail at the way every new middleman takes a small piece of the pie that represents your inventory.
It’s time for everyone to consider consolidating from the current melange of startups to a single larger vendor who can do it all.
Here, for your viewing pleasure, is the display Lumascape. Notice the sheer number of possible partners, and then take a look at the number of acquired and shuttered companies.
All this has got to stop. Marketers, the ones who pay the bills, must think about consolidating to a few larger trustworthy vendors and stop experimenting with startups that promise the Holy Grail and sell you stuff that doesn’t work as promised and doesn’t measure what you need measured.
The Video Lumascape
But you’re not relying on display anymore, are you? You are also using video, and you’re moving to mobile.
You... Read more
It’s no secret that digital continues to eat up more and more ad spend. According to a report published by Carat, $129 Billion is expected to spent globally on digital advertising this year, with mobile, video and programmatic being key drivers.
However, digital ad adoption hasn't been met without challenges. Among the major concerns are ads appearing next to risqué content, ads out of view and fraudulent traffic. The infographic below created by Yieldr breaks down these "digital ad crimes," who the perpetrators are and offers up preventative measures.