The effectiveness of SMM (social-media marketing) is a widely debated topic, but the video game industry is done with that debate. And its verdict is in. It turns out SMM may be its most powerful marketing channel yet.
Twitter broadcasts over 400 million tweets everyday. That’s a lot of talk - most of it gibberish, but the video game industry is learning that guiding those conversations towards upcoming video-game releases has a very significant impact on sales, according Twitter and Deloitte LLP. Twitter UK commissioned Deloitte LLP to measure the impact of those 400 million daily Tweets on the sales of 100 best-selling PS3 and Xbox 360 games, and you can see the results for yourself in the full infographic below (click to enlarge it).
The Lesson: Creatively Integrate Multiple Channels in Your Marketing Campaigns
The point is not to rely solely on Twitter - or even social-media marketing - but to shape your campaign using a variety of tools that guide your audience towards positive online conversations about your products or brand.
Now, let’s use this lesson to design an effective marketing campaign for a company like Rockstar, maker of the famed Grand Theft Auto series. As a marketer for a major gaming company, you have to think bigger than an unforgettable TV ad, a beautiful billboard, a hilarious Twitter author, or a well-designed Facebook page. You want to design marketing tactics that start conversations that move to and from various marketing channels.
The Example: How to Move Customers From Channel to Channel
For example, you might design a set of TV commercials that confuses and surprises viewers. Throughout the commercial, you’d display a unique hash tag at one of the corners of the screen. The confusing ad would encourage users to search for the video or the hash tag online. The confusing ad also airs between 4PM and 8PM because that’s when the target audience watches TV. By 9PM, the audience is most likely playing video games and/or browsing the Web.
At this point, those gamers that aren’t gaming are probably searching for the video or hash tag in order to discuss it and share it with their friends. After discussing with their friends, they probably want more information, so they would search for related websites later that night. This campaign would have three important effects.
+ By adding social and online components (that are easily searchable and sharable) to the TV ads, the ads are viewed by many, many more people than if they were developed without those social and online components.
+ Conversations with friends about upcoming games has a more powerful effect than ads that intrude on the audience’s time and attention. Friends are often entertaining, welcomed participants in such conversations. Ads that try to dictate how you think, on the other hand, run the risk of being an annoyance if they appear in the wrong situations. In other words, your friends’ excitement for the next Madden NFL game is more effective than a tv ad for the same game, but the conversation that exposed you to that excitement may have never occurred if it wasn’t for the TV ad in the first place.
+ The search-engine performance of your website is increasingly becoming dependent on the performance of your social-media profiles and content. As your profiles and content are shared across social-media sites, your website’s SEO grows too, so by catalyzing conversations that involve your social-media profiles, critical keywords and links to your website, you should increase the traffic that your website receives from search engines beyond the traffic that arises from curiosity just after a new ad airs.
Why does it work?
In the previous example, the process starts in the living room. That means you have to know when your audience will be there. If you do your homework, your customer will see your ad on TV at the perfect moment. They would then search for your hash tag or video online (which would cause the initial search-engine traffic boost). As the audience start conversations about the video and any related content, they would share this content on social networks, and then you get a second search-engine traffic boost as Google notices that your brand name and content are being shared on social-media sites. As excitement, rumors and information spreads, sales grow. Just rinse, and repeat.
Whether you’re ordering promotional products for a trade show or finalizing the details for your next TV commercial, a strong and wise marketing campaign can go a long way. Take notes, people!
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