The era of channels, hand travel brand where to go

Obviously, this is a controversial topic at this stage of the mobile games industry. Shanda bypass the usual channels for mobile games release, a massive release of "millions of Arthurian." The well-known domestic IP have been snapped up; cross-border cooperation is increasingly innovative; film and television and outdoor media ads at the cost of investment, carefully study the reasons, in fact, are exploring the channel guide mobile marketing model.

From some successful products, whether it is the early "Condor Hero", "My name is MT", or the new "Hearthstone", behind which all exist without the brand effect. What is more, such as tour guide inch, has held hands in music and literature website for the "throne of the gods," shaping the brand, directly playing the pan-entertainment card.

Which leads us today's topic: how to do the brand marketing of mobile games? What rules, or shortcuts?

Hand travel brand marketing complicated it?

What is brand marketing? Through continuous exposure, to promote the target user base on the corporate image and product characteristics cognition, and corporate values ​​or product quality recognized process is brand marketing. In general, the successful brand marketing, in addition to the formation of popularity in the target user base, more importantly, make the brand the driving force when the user consumer choice.

Put in the area of ​​mobile games, brand marketing is also true. Especially in the crazy emergence of mobile games, while the mainstream channels of distribution costs rising at this stage, in order to reach more users, to establish a deeper user acceptance, brand marketing is undoubtedly the best choice. However, what kind of games are good for smashing brands through TV commercials and what kind of games are good for marketing in social channels involves the issue of precision marketing.

Different types of game products, operating methods and promotion focus is different, and based on this brand marketing is vastly different. "My name is MT" to buy manga copyrights, "Swordsman Q Biography" invites the younger generation to promote microblogging, "Pops the Three Kingdoms" to house the goddess into the game, are also fit the product positioning and marketing model of the classic case.

So to speak, mobile marketing brand, is not simple.

Two major principles of brand marketing

The most basic way of brand marketing is undoubtedly a continuous exposure. So, how many times a product exposure, in order to allow target users to generate memory level of awareness? The answer is seven times. Refers to the VP VP yellow name in the recent seventh in the Chinese web games & mobile games forum mentioned in the citation advertising adage, this is the product of seven exposure laws.

However, Huang stressed that only seven times the average, if you choose high-quality exposure channels, the appropriate exposure, the number will be reduced accordingly. For example, with soft and fun exposures, players are remembered five times in a product, and up to ten times with a simple hard ad exposure. This involves the issue of exposure weights, which is measured in terms of exposure value and KPI alone, and the brand value achieved by five soft exposures is as good as ten ad exposures.

In fact, the value and effectiveness of brand marketing goes far beyond this. First, the brand can contribute to customer loyalty and form the driving force of consumption. Second, the brand's word of mouth effect can form spontaneous communication and promote the coverage of more users in a social way.

Mobile Games marketing shortcut

Understand the law of seven exposure and brand exposure weight of the law, and then do the brand marketing hand tour, there is a basic rule to follow. Exposing companies and products in a soft way and speeding up the recognition of their own brands by building target groups is the most feasible shortcut.

As a hand travel publisher who is well versed in brand marketing, referring to the tour guide just over a year's time, it has created the well-known "pop three country" brand in the mobile games industry and is also regarded as the most prominent dark horse in the industry in recent years enterprise. At this stage pushing heavy heavyweight "gods throne", refers to the player's brand marketing is operating more proficient.

For example, matching the youthfulness of its gaming user base and the high degree of attention to trendy things refers to the cooperation between Guided Tours and the original Starbucks Music Festival to create and interpret the theme song for the "Gods Of Thrones." Subsequently, referring to the tour guide to accelerate pan-entertainment brand marketing, cooperation with the well-known literary platform aspect Chinese network, signing names writer - innocence, the creation of the novel game of the same name.

Whether it is cross-border exposure products, tap the players who fit the mobile game user base, or build their own literary IP, to attract fans of the novel, "the throne" have quickly accumulated a large number of user concerns. Based on the trend of mobile game entertainment, mobile game player has also become a model of hand-travel brand marketing.

Brand marketing premise

Is there a good marketing, mobile games will be able to make a brand, or to achieve success? Huang Ming pointed out that the essence of marketing can only be a good product, it has no way to the general product, into a top product, but no way to bad products into excellent products, because the user Not a fool

Therefore, mobile game manufacturers to do brand marketing, the premise is the quality of the product itself. Especially for mobile game publishers, the choice of products is like a blind date conference, the core competitiveness of products, you need direct description of the issuers, distributors and then get the industry level judge.

With the diversification of mobile gaming marketing, the channel war has evolved into a brand marketing war. Competition for IP, cross-home marketing, pan-entertainment and other means, has opened the curtain of brand marketing. In order to get the best in the brand marketing war, follow the marketing of the law, the choice of fit, it is very necessary.