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Video game marketing

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Marketing video games
Marketing video games
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Video game marketing

  1. 1. Dogcare manager In this file, we share with you all information that related to dogcare manager such as video marketing tips, video marketing tools, video marketing sites. If you need top free materials below, please visit: videomarketingaz.com · Top 21 tips for video marketing · Top 31 sites to upload your videos · Top free 7 tools for video marketing I. Video marketing content for you! The bedrock of any video game or console launch is its marketing. Only with an eye-catching campaign and memorable messages can any games blockbuster hope to draw in the millions of consumers required to make it a success. But the days of just targeting gamers through specialist channels are long gone. It’s a new world, one of trailers that are broadcast through everything from console dashboards to online banner ads. A world of constant conversation with avid fans and uninformed consumers alike through social media. A world of following potential customers throughout their daily lives – at work, at home and in transit – via mobile apps, billboards and coverwraps on freesheets. Video marketing. Free pdf download examples Page 1
  2. 2. In such a diverse, crowded and at times confusing market, the best marketing practices have evolved beyond anything we could have predicted even five years ago. With that in mind, MCV looks at the most crucial truths behind the art of marketing games today. YOU MUST BE EVERYWHERE The entire landscape of video games marketing has changed. No longer are promotions centred around games magazines and shops, nor are they only about selling titles. Now they are about ‘engagement’ – and not just promoting big reveals, but establishing a constant presence in consumers’ lives. “We’ve completed the transition from push to pull marketing, from a one-way broadcast to a two-way conversation around content,” says marketing firm An.x MD Jon Sloan. “We’re at a point where even well-designed and well-positioned ads that extort the consumer to ‘buy now’, however subtly done, are not effective anymore.” Bruce Kennedy, creative director at design agency Kennedy Monk, adds: “Where once the salesman set his stall up in your street, now he’s in your house and he knows a lot about you. In the case of mobile, he’s constantly by your side. So it’s our job to understand the customer even more personally than ever, so the ‘visitors’ we send into this very personal digital space are charming, attractive and most of all, welcome.” Video marketing. Free pdf download examples Page 2
  3. 3. "Companies are beating their brains out to keep abreast with changing trends in consumer tastes." Katie Rawlings, Gem Creative This has been made possible by the widespread adoption of smartphones and tablets, meaning consumers are never away from a screen and a potential canvas for advertising. “According to IGN research, over 75 per cent of their audience are smartphone owners, with gamers over-indexing for tablet ownership and it is this sort of insight which is really shifting attitudes of marketers within the sector,” says Nick Shadbolt, account director at mobile ad specialists Candyspace. “A trend we’re seeing a lot of is publishers starting to use mobile to integrate various channels. For example, using QR codes and augmented reality – such as Blippar – mobile search and SMS to ‘activate’ press and outdoor ads.” ONLINE ADS ARE MORE ACTIVE In the early days of the internet, web ads were merely digital replications of those found in magazines and newspapers: colourful but static imagery with basic information, albeit with a link that leads to an appropriate website. Video marketing. Free pdf download examples Page 3
  4. 4. But the possibilities have grown faster than anyone could have expected and marketing firms are racing to keep up with new ways they can use space on websites. Gem Creative’s head of marketing Katie Rawlings says: “While online advertising began in the form of banner ads on websites, it has now taken the forms of viral videos, blogging, promotional campaigns on social networks and forums. Agencies and publishers are beating their brains out to keep themselves abreast with the changing trends in consumer needs and tastes.” Even download games have transformed online advertising. With more and more consumers buying download games, marketers can follow potential customers from announcement right up to the point of purchase through the same online ad channels. And that’s without taking into account the opportunities afforded by the now-established social networks such as Twitter and Facebook (see ‘Social Skills’, below). “Digital routes to market which were in their infancy five years ago have now developed and matured,” says Lu Digweed, marketing and PR boss at ads and packaging firm Fluid. “One-to-one marketing via granular channels such as Facebook, or the explosion of DLC mean companies know exactly what consumers want. Clients are increasingly looking to combine the huge reach of, say, TV with the very personalised approach of Twitter and Facebook.” CONSIDER CONTENT MARKETING Video marketing. Free pdf download examples Page 4
  5. 5. Companies have embraced the relatively new strategy of raising awareness of a retail release through the creation of original, separate content in addition to traditional advertising. For example, Microsoft built up to the launch of Halo 4 with the popular Forward Unto Dawn webseries, which racked up 5m views per episode. That show exists largely to promote the new Halo, and yet few consumers would identify it as an ad. Ubisoft had similar success with its Far Cry Experience, a webseries that drew in 500,000 people per episode. Meanwhile, EA’s regular video show Pwned is essentially a platform for promoting new games. Should this content marketing activity be compelling enough, consumers will even share it with their friends via social networks, further spreading the message in a way that is far more subtle than any homepage takeover. There are even opportunities in marketing around content that consumers have created, such as regular video shows and podcasts. “For gaming the biggest game changer in recent years has been the massive increase in YouTube sites,” says PR agency Indigo Pearl’s director Caroline Miller. “Videos from Yogscast tend to get over 1m views, 3.7m subscribers on the main channel, and its front page is amongst the biggest channel pages in the world. Approached correctly these outlets can show a tremendous benefit for brands.” Video marketing. Free pdf download examples Page 5
  6. 6. RESEARCH YOUR AUDIENCE The proliferation of consumers on social networks and other online forums means that marketing firms and publishers can constantly compile information on what their fans want, helping to dictate the direction of future campaigns. “The internet has proved to be a reliable source for gathering data,” says Gem’s Rawlings. “Anyone can research the target market through surveys, polls, and focus groups via online media. This has enabled the consumers to contribute in the decisions pertaining to product offering thus enhancing sales.” "Where once the salesman set his stall up in your street, now he’s in your house and knows a lot about you." Bruce Kennedy, Kennedy Monk An.x’s Jon Sloan adds: “Where we are both blessed and cursed now, especially in the digital sphere, is in the availability of data, data and more data. “Previously, customer insights came in fairly limited ways: internal sales reports or POS data, consumer behaviour reports, focus testing. Now marketers can access a huge range of real-time data but are, at the same time, bombarded by it. So, the difficulty arises in how to sift through it to gain useful, actionable insights.” Video marketing. Free pdf download examples Page 6
  7. 7. SPREADING THE WORD Much like the viral spread of content marketing, consumer opinions can be another form of marketing in itself – albeit one that firms have no direct control over. Metacritic reviews, opinions aired via Twitter, forum discussions; all of these are keeping games at the forefront of the public mind. “Word of mouth has always been the Holy Grail of marketing and PR,” says Indigo Pearl’s Miller. “This is now much easier to ignite due to Twitter and social bookmarking, and of course the feedback from these outlets can be crunched in to data that allows brands to improve their product and messaging.” But Lick Creative’s creative director Dan Bacon adds that this comes with a price: “Brands now find themselves in a world of high accountability, with reviews and user posts acting as benchmarks that additional consumers will judge. “Whether we like it or not, user driven information is becoming more and more what other consumers use to make decisions and marketing teams need to adapt their processes accordingly. “We need to accept that we are maybe no longer in charge of a brand’s image to the same extent.” Video marketing. Free pdf download examples Page 7
  8. 8. II. Video marketing tips #1: Take advantage of video’s branding opportunities For branding purposes, have your company logo displayed prominently somewhere on the screen. You can do this at all times, or during key times in your video. In the image below, notice how the company logo is displayed in the upper-left corner. You can display your logo throughout your video or only at key times. #2: Include your URL in your video When you edit your video, take advantage of the different editing features. One easy feature is to add a text box to your video. This is where you can display your website address and it’s a great way to get exposure. Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she used a text box in her video to display key information, including her website URL at the end of her video. Smart move! #3: Make your title count Just like a headline to a blog post, video titles can pull powerful traffic. There are two main reasons why the title is so important. One, a great title can instantly grab a viewer’s attention. Video marketing. Free pdf download examples Page 8
  9. 9. Two, when you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic. And remember Google owns YouTube, so there’s a story connection between video and searching. #4: Provide excellent content Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them? “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. This is key as you continue to grow your brand #5: Always provide an HTML link When you post on YouTube, you have the option to write a short description of your video. Always start with the link you want to drive your viewers to so you don’t miss this key opportunity. Here’s a snapshot of the description boxes from one of my YouTube videos. Notice the placement of my website URL (it’s the first thing you want to put in the box!) and the keywords I used in my title as well as the description. #6: Go beyond YouTube Most people post their videos on YouTube. In addition to this, make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and help grow a captive audience. Video marketing. Free pdf download examples Page 9
  10. 10. Also, Google’s algorithms consider how many times a video is viewed, and embedded video views you receive get added to the ‘views’ tally on YouTube. This is important for showing up in Google search results! Video marketing. Free pdf download examples Page 10

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