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New marketing: marketing online games
Editor’s press : Data and examples of successful cooperation are proved, even though China’s online game market is still among the continuous exploration and innovation, but Tencent game has taken a successful step.
Addition has been widely used placement-type marketing, marketing in the online game there is more room for innovation to be realized.
No matter where in the world, online gaming is a big business, especially for the Asian market. According to “2006 China Game Industry Report,” the survey data: in 2006 the Chinese online game market was 65.4 billion yuan, up 73.5% over 2005, far beyond the expected growth of 46.3%. The Chinese online game users in 2006 it reached 31.12 million, an increase of 18.5% over 2005, is expected to reach 44.78 million in 2011. According to PearlResearch released called “Asian online game distributor” of online games study estimated a total of ten online game publishers in Asia in 2006, more than 100 million U.S. dollars of revenue is expected there will be 13 in 2008 to reach this size. The interim report of 2007, Tencent, the first half of 2007, total revenue increased 21.5% over last year, to 1.6411 billion yuan.
Highlight the interactive nature of online games market into a new guise
With the rapid growth of the number of gamers, online games as interactive marketing, new media keen sense of smell caused a lot of commercial advertisers. Can now see more and more into ad appear in the game, the game ad placement as the world’s most popular form of advertising is notable.
In the traditional marketing model, users tend to passively accept the advertising and information, and interactive online games makes this process into the process of active participation for the user. Users in the entertainment process through individual creativity, express their own brand of understanding and interpretation, through user interaction between the brand or product to convey the message to spread, and enhance the user of the brand and products and the understanding, so that brand or product extension to maximize the marketing effect. From the perspective of the development advertising, Internet advertising’s share increased year by year, of which the game’s interactive marketing innovation will be the general trend is clear.
Tencent QQ instant messaging platform game by a large user base extension, reinforced the casual games “to enhance the depth of the user communication” function, which in 2004 exceeded a million in the same time online, become a national network of casual gaming NO.1. Tencent, according to latest figures released earnings, Tencent online gaming platform at the same time breaking the 3.17 million strong, this is from a small network of casual games in China has been rooted in 9 years, while online the domestic record created.
Moreover, Tencent game after years of development, to attract gamers to explore innovative ways of marketing very unique flavor, making it the country’s leading marketing platform for business innovation accurate. Because Tencent huge user base, and Tencent diversification of products, different user groups, Tencent products are the ultimate in Aggregation and divergence. In this platform, Tencent based on brand characteristics, combined with Tencent product user features, creative use of multi-point placement, precise breakdown, personal marketing, etc., with a wide range of design and binding mode of communication for many businesses and even the sale of the brand bring a good performance effectiveness. MM beans from an earlier case, to the just completed and the Coca-Cola, KFC co-operation, and then to the ongoing IPOD, Kraft, Nanfu brands marketing, all shows Tencent interactive marketing game the first mover advantage and user groups advantage. Brand identity can be combined with accurate dissemination of the target population for products to provide customers with personalized custom solutions that create the innovation does not adhere to the traditional marketing model, which no doubt promote the development of the industry, but also makes Tencent game lead in the industry to continue widening.
Precision marketing innovative interactive applications Tencent peer leader
Tencent games the past three years has done multiple brands in different sectors like promotion, in addition to a large platform with the Tencent network promotional activities, Tencent game’s status in the eyes of an increasingly important business. Many enterprises have begun to taste the game platform marketing Tencent bring remarkable results, the group has began to increase investment in this area, including some known international brand. Q
to iPod with the cooperation of pet, for example, by having pets with the iPod, the iPod to a virtual toys made to deepen the brand has been a long time, and allow users to access products through the game, understand its performance and even use, This is a traditional advertising or general Internet advertising can not. And the user, adds a new closely integrated with the reality of the game content, greatly stimulated interest in their game, with new game play experience, and after the game, on the iPod’s performance has also been recognized, this is the real The Experiential Marketing.
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