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Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 1. Current situation of online marketing. . . . . . . . . . . . . . . . . . . 4 - 5 2. Introduction to the main players. . . . . . . . . . . . . . . . . . . . 6 - 7 3. Drawbacks of traditional advertising. . . . . . . . . . . . . . . . . 8 - 12 4. Emerging solutions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 - 16 5. Summary of available solutions. . . . . . . . . . . . . . . . . . . . . .17 - 18 6. Play marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 6.1. Definition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 6.2. Main patterns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 - 22 6.3. 7 Principles of play marketing. . . . . . . . . . . . . . . . . . . . . . . . 23 - 29 6.4 Examples of gamified marketing. . . . . . . . . . . . . . . . . . . . . . 30 - 34 Cases of Goodbuzz. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 - 36 Play marketing benefits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Goodbuzz solution blueprint to get started. . . . . . . . . . . . . . . 38 5 steps to launch a successful play marketing campaign. . . 39 - 41 Information sources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Introduction
In 2004, about 1000 households in America were asked this simple question: If you had to live in deserted island and could only take one of the following with you, which would you take? The result speaks for itself. 64% of respondents said they will take their computer with an Internet access. In 2013, they would say Ill take my tablet or smartphone with an Internet connection which would include radio, mobile communication (cellphone), newspapers, e-books and audio books. To sum up, 96% of people will take a device with an internet access. This simple study clearly show us where is the future of online media, and consequently advertising.
If you had to live in deserted island and could only take one of the following with you, which would you take? 96 % of people chose any device with internet access.
2. Source: Go-Gulf
However, the potential is geographically concentrated in one region North America (40% of online advertising spending). So, the global trend very much depends on consumer behavior in USA and Canada where most of global advertising market players are established. Nevertheless, Western Europe and Asia-Pacific regions together amount to around 50% of online advertising spending.
3.Source: Go-Gulf
4. Source: Go-Gulf
5. Source: Go-Gulf
However, currently used solutions are not perfect and have some drawbacks. The main issue with existing advertising options is waning effectiveness. People who live near train lines finish to find ways to adjust to the noise They barricade their windows, and use noise filters and ears plugs when they need peace of mind. Todays, consumers have began to treat advertising as the noise of those trains.
People who live near train lines find ways to adjust to the noise... Consumers have begun to treat encroaching advertising just like thos trains.
They use adblockers, mail filters, and actively or passively ignore anything outside of the content they are consuming.
Ad blindness
To illustrate, people stopped noticing advertisements. This phenomenon is called advertisement blindness. It is scientifically proved that people do not see ads on web pages anymore. Colored areas in the picture below represent relevant and important areas for the visitor. The analogy can be drawn with the people who live near the trains. After some time, people learn how to ignore the noises of the environment and live peacefully. As a result of advertisement blindness and a very low click-through rate it takes a very long time to reach customers. It is estimated that an ad copy need to be displayed 5.000 to 50.000 times to get one single click from customers.
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In order for the customer to see the advertisement and act on, it costs more money to reach customers and convert clicks in sales. In addition, conversion rates are lower than they used to be. There are other problems with an increasing supply of online advertising. Firstly, it takes more time to reach customer and to get a significant volume. Secondly, the prices of online advertising are increasing.
7. Source: MediaMind
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Another challenge is related with migration to mobile and tablet devices. There are more than 1 billion smart phones around the world and 89% of users use it throughout the day. However, existing advertising models doesnt work well on mobile and tablet devices.
Smartphones market
8. Source: Go-Gulf
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4. Emerging solutions
It is necessary to emphasize the changing behavior of consumer. Todays customers changed the way they think and it became very important to deliver message that he would be willing to receive. People spend their time on social networks and game platforms or use their smart phones in every available second of their life.
Its necessary to understand todays customers way of thinking in order to deliver a message that he would be willing to receive
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People seek for fun, ability to compete, participate, talk about it and share on social networks. Building cities, managing farms, playing with angry animals and reading what their friends are doing andrecommending on Facebook & Twitter became essential part of everyday life.
9. Source: Go-Gulf
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Currently, around 2 billion people use Internet everyday and spent around 35 billion hours per month. So, one person on average is 16 hours per month online. Another important aspect for the customer is to get a receiving touch. Based on the results of Statista consumer survey (2011), it is clear that customer would prefer personalized message with a good deal. The survey showed that personal recommendations are the most trustful form of advertising (92% trust completely), while text messages are least trustful option (only 29% trust completely).
10. Source: Go-Gulf
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As a result of changing environment and challenges faced by online advertising market it is necessary to find alternative efficient ways to improve advertising experience. One of the innovative, easy to use, cost-efficient and available options is play marketing also known as gamification marketing. Play marketing is based on integration of advertising and game-like experiences by creating advertisements which have game properties and are 11. Source: Social Media Today used to engage people.
Use of gamification marketing can allow companies to bring fun factor into products promotion. That is extremely appealing to the end user, who wants to have fun, participate, compete, win and share his experiences with others on social networks. For example, studies show that companies which organize are perceived to be friendlier.
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To compare with, play marketing is developed with a purpose to innovate advertisement in a way which is able to bring more response from the customer simply by engaging more than traditional ways of advertising.
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6. Play marketing
6. 1. Definition
Play marketing is a term that explains the use of gamification in marketing. In turn, Gamify states that, Gamification is the application of the game mechanics and game design techniques to make products and services more fun and engaging to help reach business objectives such as retaining and attracting new users as well as influencing their actions. In marketing, a gamification initiative might address emotional aspects of game theory as well as social ones by including a system of rules for participants to encouraging competition and offering prizes so that participants have a chance to win something of value. The overall goal of gamification is to engage with consumers and get them to participate, share and interact in some activity or community. A particularly compelling, dynamic, and sustained gamification experience can be used to accomplish a variety of business goals.
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6. 2. Main patern
Humans have been playing games in various forms from the beginning of existence and competition is deeply ingrained in human psyche. Additional human psyche features are provided in the table below:
Desire to win as incentive Desire to win encourages participate in games and spend time for them Pleasure of finding the solution If problem is not too easy nor to hard, being capable of finding solution gives satisfaction Display of who has engage If it is shown who participated, people feel pleasure of social recognition Social call: somebody challenges, band-wagon effect People want to prove that they are capable of doing something if others already did or want to behave the way others behave People play lottery due to positive skewness
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Play marketing is developed with a purpose to innovate advertisement in a way which is able to bring more response from the customer simply by engaging more than traditional ways of advertising. Engagement is one of the key factors for the vendors. In the M2 Research Group report it is shown that 43% of the vendors are looking for the ways how to increase consumers engagement. In addition, play marketing is the solution which in prospect can become a long term solution for the advertisement blindness, because of use of engagement and fun factors.
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As you can see in the graph shown below, gamification market is expected to be bigger 10 times in 2016 compared to 2012.
12. Source: The Gartner Group Moreover, The Gartner Group has estimated that 50% of corporate innovations (i. e. virtual currency, leader boards) will be based on gamification process by 2015. This new marketing tool should bring higher returns on the marketing investment, because it is more interactive and should spread as virus among users of the product and non-users of the product. Virality can be explained by the fun factor. Customers tend to look for activities which bring engagement, happiness and fun.
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Play marketing could deliver very good short term results; however it should not be considered as direct response tactics, but a customer engagement and awareness strategy. Advertiser should focus more on the top of the funnel, and make it cardinal goal to create a memorable experience and brand stickiness trough their play marketing campaign. Success should not be measured on the number of emails grabbed or the number of like. Focusing excessively on short terms goals could backfire as consumer would feel the advertiser insecurity.
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As a native social media format, the play format behind the play marketing concept helps advertiser expand the size of their social reach across new platforms. One of the most difficult issues of an advertiser today is how to have volume faster. The play format includes social media sharing and friend invite friend tools that could be smartly leverage by advertisers to achieve volume faster. In our new world speed matters a lot. Things are changing so fast. Marketers need innovation that delivers on scale, and on speed. Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi.
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The rich format of Play marketing help advertiser to include questionnaire, quiz, survey and any other activities that help learn more about customers behaviors and preferences. Focusing on learning creates a much deeper level of connection with customers as the format give customer voice and ways to speak back to the company or the brand. The one-way communication and advertising model is fading, consumers want to be heard, and every unique play marketing campaign should include a consumer insight goal.
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- Select your prize carefully. Match it to your audience persona and the current sea son or event. - Dont ask too much in return for your prize. No more than 3 actions. 5 actions ex ceptionally. - Contact your best influencers and supporters. Make them feel special, and keep them on a special VIP list. - Deliver what you promise, and make sure you introduce some surprise into the journey!
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The answer could be: - We want the customer to feel smart - We want the customer to feel special - We want the customer to feel heard - We want the customer to feel appreciated - We want to challenge the customer - We want the customer to feel grateful - We want the customer to laugh - We have the customer to learn something special - We want to surprise the customers - We want to create a special memory for the customer
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LIPTON
Lipton has launched an advertising campaign and the key was the innovative banners that are interactive. This Lipton Ice Tea banner has viewers interact with the ad by typing in any letter of the alphabet to cool the franticly hot character. The letter that the consumer chooses glides across the stage and transforms into a humorous suggestion on how to cool down. The chosen letter stays bold while each animation plays out. The character is searching for the ideal way to cool down, but with each choice, the character is unsatisfied. A very interactive and engaging bannerad encouraged people to use almost all letters of alphabet and spend time looking at the brand. http://adinavelasquez.blogspot.com/2010/08/lipton-tea-banner.html
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CONTREX
Contrex ad that was released in 2011 illustrates consumers interest in games. The story line is very simple, but also attractive at the same time. A crowd walks past a row of random pink exercise bikes. The bikes power up neon wires, when someone is working out. Suddenly all the bikes are busy, and a nice looking man appears on the wall of the building. The more people pedal, the more he strips. Everyone looks satisfied and seems to be enjoying the show. https://www.youtube.com/watch?v=bGJSEEx2pXc
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TIPP-EX
Tipp-Ex ad starts with the hunter who does not want to shoot a bear, and using a tipp-ex tool on the right, he whites the word shoot and instead offer a viewer to rewrite a word. After inserting a word, a video is showed with an inserted action. https://www.youtube.com/user/tippexperience
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Cases of Goodbuzz
Event in New York
Word hunt game: Who is the Keynote speaker of the event?
There was a need to fill up the seats for the event in a very short time. Organizers decided to use play marketing tool for the promotion. Twitter treasure hunt game was chosen from the game library created by Goodbuzz. The idea was that the first two people who found out the answer to the question received a prize 2 VIP tickets to the event valued at $250. The promotion was posted on the website of event, Twitter and Facebook. As a result, promotion campaign spread instantly and within 48 hours event was sold out.
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Marthas Pastries
Treasure Hunt game: Which business is located at this address?
Pastry business in San Francisco used Twitter treasure hunt game. The game was to find Which business is located at 325 Sharon Park Drive in Menlo Park the address for Marthas Pastries. The promotion boosted sales up to 7%, and brought websites traffic up by 400%.
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STEP 1
The advertiser chooses a game from the large Goodbuzz library and customizes it for its need in less than 2 minutes.
STEP 2
The advertiser chooses a prize and decides how many will be given to the winner. The prize must be attractive, appealing; otherwise there will be no incentive to participate and share the game.
STEP 3
The advertiser needs to paste the promotion code on any page you want in order to activate Share to Win button. The button will be activated at the moment when it is inserted in the page.
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Finally, Goodbuzz is driven by innovative concept which is not widely adopted yet, however is trending. It is based on an entirely new approach to the customer and holds the major benefit of the Goodbuzz. With play marketing help customer is not only a viewer or judge, but participates in an advertising campaign. Play marketing cannot exist without participation of users. This means that if person participated in a game, he is already affected by the advertisement. The main difference of the play marketing is that it is based on users engagement.
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Information sources
http://www.go-gulf.com/blog/online-ad-spending2, 3, 4, 5 http://www.marketingpilgrim.com/2007/08/eyetracking-shows-web-audience-ignores-ads.html6 http://adage.com/article/digitalnext/raise-online-ad-inventory-prices-small-advertisers/234878/7 http://www.go-gulf.com/blog/social-networking-user http://www.go-gulf.com/blog/smartphone8, 9 http://www.go-gulf.com/blog/online-time 10 http://socialmediatoday.com/steve-olenski/412114/major-disconnect-between-brands-and-consumers-when-it-comes-social-media 11, Gamification in 2012, Consumer and Enterprise Market Trends, M2 Research 12 http://adinavelasquez.blogspot.com/2010/08/lipton-tea-banner.html http://advertising.yahoo.com/ http://www.bannerblog.com.au/2009/11/lipton.php http://beconfused.com/2007/review-nike-part-2/ http://blackbeardblog.tumblr.com/post/2142415261/game-on http://www.bunchball.com/sites/default/files/downloads/gamification101. pdf http://www.bunchball.com/sites/default/files/downloads/gamification101. pdf http://www.businessinsider.com/mary-meeker-2012-internet-trends-yearend-update-2012-12# http://www.cmo.com/gaming/game-over-gamification http://www.cmo.com/gaming/play-marketing-how-principles-gaming-are-changing-conversation http://en.wikipedia.org/wiki/Gamification http://www.facebook.com/advertising/?campaign_id=402047449186&placement=pflo&extra_1=notadmgr-user http://www.forbes.com/sites/marketshare/2012/11/27/5-big-brands-confirm-thatcontent-marketing-isthe-key-to-your-consumer/ http://www.ft.com/cms/s/0/10fe18d4-f8c9-11e0-ad8f-00144feab49a.html#axzz2EMX1zwTw http://gamify.com/ http://gamification.org/wiki/Gamification http://www.google.com/intl/en/ads/ http://www.gfknop.com/pressinfo/releases/singlearticles/008891/index.en.html http://www.go-gulf.com/blog/social-networking-user http://www.intheworldnews.com/starbucks-handing-out-40-gift-cards-today/341455/ http://www.intheworldnews.com/starbucks-handing-out-40-gift-cards-today/341455/ http://www.inspirationalstories.com/quotes/mark-mccormack-i-actually-felt-like-iwas-the/ http://www.statista.com/statistics/194137/forecast-for-global-ad-spending-trends/ http://www.statista.com/statistics/190508/advertising-spending-worldwide-since-2010/ http://www.statista.com/statistics/237974/online-advertising-spending-worldwide/ http://www.statista.com/statistics/222698/consumer-trust-in-different-types-of-advertising/ http://www.useit.com/alertbox/banner-blindness.html
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