Stretching your imagination-interpreting the built-in marketing of IGA games

Is there any treasure that can be mined in the net game? How can a treasure-like resource help a brand achieve the desired communication purpose? Can you repeat and continue to use resources such as the media in the game? How to let the brand's marketing goals in the game to achieve? These problems, whether for the IGA practitioners or advertisers, are worth pondering. In fact, the author believes that IGA allows us to have a broader imagination and the realization of space.

IGA may just be an exclusive term in the industry. With the development of the industry, in the author's view, the meaning of which is no longer a simple game built in the form of advertising, but the game can be realized in the virtual IMC, both we call integrated Marketing Communication. Here, we can also understand the In-game Marketing communication. From a professional marketing point of view, the most likely to achieve in the online game is the following forms:

1. Media: The most basic and necessary means of marketing, perhaps the main trend of online game advertising. Brand memory and brand attitude depend on the media to achieve:

In the general media propagation type, we all know the difference between the mainstream media and the auxiliary media. The mainstream media has TV, plane, radio, outdoor, internet advertising. In the game, these forms can still exist: such as virtual outdoor advertising is the game scene Billborad placed, led placement, special-shaped placement; The form of Banner,button,pop up in the portal site can be put on the exit of the game login; the virtual radio form has also been developed and placed into the game, there are all kinds of garbage time slots can be inserted full-screen streaming media, forming a specific crowd and the environment in the television delivery, There are a variety of new forms, once standardized, will become the mainstream of the game carrier, and may become the future of the company's potential important revenue.

2. Channel: Save the cost of opening the shop, the extension of the entity shop

Virtual communities can already start all kinds of virtual shops, and brands and individuals can develop the business of consumer and business-to-business in depth on the Internet. Brand E-commerce business has a new model. And Taobao users will find a few photos of the shop has been outdated.

Even in the short term, the store in the virtual world strengthens the audience's brand preference and establishes a good relationship between the brand and the audience.

3. Promotion: Marketing indispensable means, immediate

The props in the game are not just ads, but the experience of the players and a promotional behavior. The placement of game props in addition to allowing players to experience the virtual products, but also a good incentive for players to complete the fastest speed within the corresponding product purchase behavior.

4. Public relations Activities: in the audience of gamers, spread and change attitude

That's what we've been talking about. Different forms of cooperation, including the current ground activities, brands can use PR to disseminate brand influence, and potential consumers direct contact. And in the game use this method can achieve the virtual and reality interaction effect

5. CRM system: To precipitate users, to stimulate potential consumption and to cultivate the loyalty of the players to the brand

In the game community can fully realize the online customer management, so that gamers know more about product characteristics, product concepts, such as the use of NPC for online Word-of-mouth marketing methods to achieve customer management is also a way of CRM.

I have always been with any way of communication has its essence, audience, contact time and manner constitute the essence of communication. The audience is 80 million network game users; the average online 3 hours per day, and the various modes of marketing that I have just mentioned, allow audiences to interact, integrate and entertain marketing messages. These advantages have amply demonstrated the value of the game as a marketing tool. In the choice of the media, We must adhere to the brand's basic objectives, so as to develop the most effective way for customers to choose the game built-in marketing form.

IGA may now be just a form of auxiliary media, but more and more market attention is proving that it is a marketing form that is now seriously undervalued. The LCD, which shares half the trend with the mainstream media, And it's confusing how to define media names. But its current industry status proves that the media is called building advertising, neither outdoors nor television. Therefore, all our practitioners should have the confidence to redefine the IGA media of online games and extend their imaginations. Because the marketing model of this transportation is based on the internet, But there is a tendency to break the limits of the traditional internet advertising itself and carve out more marketing budgets for the market, while the corresponding service providers of similar marketing solutions are providing important value for early early recognition of IGA in the industry.

Long Yue Interactive web site: www.sptad.com