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Marketers Need A New “Game” Plan | | Pivot Conference 2011

Marketers Need A New “Game” Plan | | Pivot Conference 2011

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Published by Steve Olenski
Recently released findings in the Trends In Social Advertising Survey produced by Pivot and Brian Solis were very interesting, intriguing and in one very glaring instance… Alarming.
Recently released findings in the Trends In Social Advertising Survey produced by Pivot and Brian Solis were very interesting, intriguing and in one very glaring instance… Alarming.

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Published by: Steve Olenski on Sep 02, 2011
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Sep. 2nd, 2011Steve Olenski
Marketers Need A New “Game” Plan
Guest post written By Steve Olenski 
Recently released findings in theTrends In Social AdvertisingSurveyproduced by Pivot andBrian Soliswere very interesting, intriguing and in onevery glaring instance… Alarming.Now, the word alarming may sound melodramatic but if you’re a marketer skimming the survey, there is one section, one area, one chart that would bescreaming at the top of its lungs.And here she is…One word: Games. As in social media games… As in Zynga… As in whyhave only 2% of respondents deployed a campaign utilizing Zynga and whynearly half of the respondents said they have no plan to?I wonder if those who have no plans to use Zynga and presumably all socialgames would be interested to know…eMarketer estimatesthat social gaming will reach 61.9 million USinternet users by the end of this year Some Games Have Bigger Audiences Than Prime Time TV. Farmvillehas30M playersper day.Online social media gaming boasts an average of 250 million userseach monthAnd even Volvo, H&M and MTV Networks haveexperimentedwithbranded virtual goods.To those who don’t see the value in social gaming and social advertising…do I have your attention now?Well apparently those apathy to advertising in social games is common. In15 seconds ago12 minutes ago˙reply˙retweet˙ favorite21 minutes ago˙reply˙retweet˙ favorite48 minutes ago˙reply˙retweet˙ favorite49 minutes ago˙reply˙retweet˙ favoriteAug. 19th,2011cbuquid
steveolenski: Marketers NeedA New “Game” Plan | | PivotConference 2011http://t.co/gaJlDDepivotcon:Technology partner @visiblemeasurescurates top viral#Appleads during the Jobs erahttp://t.co/lPuToW3 @mashable juliaerickson: I'm going to bea@pivotconVIP because I haveKlout!#pivotVIPFind out if youqualifyhttp://t.co/t0ROztXsteveolenski: My 1st post for @pivotcon- Marketers Need A New“Game” Plan | | Pivot Conference2011http://t.co/gaJlDDesolete:#thanks*smiling* > RT @RicDragon:@pivotconcan vouch for @DeidreDoom @solete- would make killah live bloggers#recommendcc@briansolis
[VIDEO] Celebrity CMO JeffreyHayzlett speaks with Pivotabout the Social Consumer 
Originally posted at:http://www.socialweek.com Wehad a...
Marketers Need A New “Game” Plan | | Pivot Conf...http://2011.pivotcon.com/marketers-need-a-new...1 of 39/2/11 1:44 PM
another survey,Forrester Researchrevealed 84% of marketers have noplans to use online social games in their U.S. marketing strategies in the nextyear.In the understatement of the millennium, Forrester described this as a“missed opportunity” for marketers. Not taking advantage of getting your brand in front of 250 million users does sound like a missed opportunity, don’tyou think?Now, what if I could stand in front of all those marketers who have no plans toinclude social gaming in their strategies and tell them that now the almightyGoogle has joined the party?Would that make you sit up in your ergonomically correct chair?Well sit up straight kids because Google+ now has games including theaforementioned Zynga. It was just a matter of time but now Google and itsrapidly rising in members Google+ offer social games… do I have your attention now?Now, before you go off and start moving monies in your budget from onesocial media pile to another social gaming pile, just remember the one wordyou learned in the first day of marketing class: test.Go out and find some games that match that target demo test, test and testsome more. Be sure you get the game(s) that best fit your needs.And then and only then dear marketers can your get your game on.
Steve Olenski is the Creative Director of Digital Servicesfor the Star Group, a marketing communications agency.He’s written for Ad Age, Ad Week & is a regular contributor to Business2Community.com and SocialMediaToday.com, and was a contributing author for the book, The Age of Conversation III, which brought together over 300 of the world’s leading marketers, writers, thinkers and creative innovators.
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