play marketing white

7/28/2019 Play Marketing White

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Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1. Current situation of online marketing. . . . . . . . . . . . . . . . . . .

2. Introduction to the main players. . . . . . . . . . . . . . . . . . . .3. Drawbacks of traditional advertising. . . . . . . . . . . . . . . . .

4. Emerging solutions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

5. Summary of available solutions. . . . . . . . . . . . . . . . . . . . . .

6. Play marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

6.1. Definition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

6.2. Main patterns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

6.3. 7 Principles of play marketing. . . . . . . . . . . . . . . . . . . . . . . .

6.4 Examples of gamified marketing. . . . . . . . . . . . . . . . . . . . . .

Cases of Goodbuzz. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Play marketing benefits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Goodbuzz solution blueprint to get started. . . . . . . . . . . . . . .

5 steps to launch a successful play marketing campaign. . .

Information sources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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IntroductionIn 2004, about 1000 households in America were asked this simple question: If you had to live in deserted island atake 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, say Ill take my tablet or smartphone with an Internet connection which would include radio, mobile communicat(cellphone), newspapers, e-books and audio books. To sum up, 96% of people will take a device with an internet accThis 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.

1. Source: Ipsos Insigh


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1. Current situation of online marketing

Global advertisement spending rose from 482 billion U.S2010 to 530 billion U.S. dollars in 2012 (10% growth). Inonline advertising spending amounted to 15% of total adspending, while in 2012 it was already 18%. It is expectetrend will remain the same.

Based on projections, global advertising spending is exp13% by 2016 compared to 2012 and reach 600 billion U.while the share of global online advertising spending is reach 22% of total spending (130 billion U.S. dollars). Th

market potential for online advertising.

Global online Ad spending vs total ad spending

2. Source: Go-Gulf


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However, the potential is geographically concentrated in one region North America (40% of online advertising spSo, the global trend very much depends on consumer behavior in USA and Canada where most of global advertisinplayers are established. Nevertheless, Western Europe and Asia-Pacic regions together amount to around 50% of oadvertising spending.

3.Source: Go-Gulf


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2. Introduction to the main players

Google, Yahoo/Microsoft, Facebook, and Aol are the players of online advertising market. Together they of the market while 39% is held by substantially larof small players.

To start with, Google which is the largest player in t(44%) offering powerful marketing tools and free trato help attract audiences everywhere in the world.

Another player, Yahoo/Microsoft (12% of the marketthat they deliver custom solutions to build a brand arequired response. Yahoos targeting tool is able to tinto customers, helping to reach the right people anright message.

Online advertising market share

4. Source: Go-Gulf


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Where advertising agencies are planning

to spend on social media ads

5. Source: Go-Gulf

Furthermore, social network Facebook with a user bathan 1 billion holds 3% of online advertising marketexpected to grow signicantly in the future togetheremerging generation of social networks.

Companies that use Facebook Ads can enjoy the wormarketing since users comment and like an average times every day.


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3. Drawbacks of traditional advertisingGFK Media Efciency Panel has evaluated several digital advertisement campaigns (2011) in order to accurately auon marketing investment on short-term sales. The ndings are surprising and prove that advertising market has chsignicantly due to changed consumer behavior and customer needs.

It was proved that online marketing campaigns are on average more efcient than ofine. ROI for online activity wcompared to 66% for press, 53% for outdoor and only 43% for TV ads.

In addition, online marketing activities are now as competitive in terms of reach as traditional channels digital careach on average 33% of online population while press reaches less than 40%, and outdoor less than 30%.

The impressive reach statistics are supported with signicant exclusive reach by digital campaigns to consumers nTV advertising. It is estimated that at least 25% of consumers who saw at least one online advertisement were nev

TV ads, while on the other hand 46% of those who saw ads on YouTube and other videos online had no contact witcorresponding ads on TV.

To conclude the facts on growing efciency of digital marketing campaigns, online channels consistently bring highthan traditional. Google Search is proved to provide biggest driver (41%), while an average contact with an online compared to 6% for outdoor, 7% for TV and 8% for press.


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However, currently used solutions and have some drawbacks. The maexisting advertising options is wan

ness.

People who live near train lines nways to adjust to the noise Theytheirwindows, and use noise lters andwhen they need peace of mind.

Todays, consumers have began to t

advertising as the noise of those tr

They use adblockers, mail lters, anpassively ignore anything outside they are consuming.

People who live near train lines nd ways to adjust tothe noise... Consumers have begun to treatencroaching advertising just like thos trains.


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To illustrate, people stopped noticing advertisements.This phenomenon is called advertisement blindness.It is scientically proved that people do not see ads on weanymore. Colored areas in the picture below represent relimportant areas for the visitor.

The analogy can be drawn with the people who live near After some time, people learn how to ignore the noises ofenvironment and live peacefully. As a result of advertisem

blindness and a very low click-through rate it takes a veryreach customers. It is estimated that an ad copy need to b5.000 to 50.000 times to get one single click from custom6. Source: Marketing Pilgrim

Ad blindness


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In order for the customer to see the advertisement and act on, it costs more money to reach customers and convertIn addition, conversion rates are lower than they used to be. There are other problems with an increasing supply ofadvertising. Firstly, it takes more time to reach customer and to get a signicant volume. Secondly, the prices of onladvertising are increasing.

7. Source: MediaMind

Banner ad click through by type of site, 2010


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Smartphones market

8. Source: Go-Gulf

Another challenge is related with migration to mobile and tablet devices. There are more than 1 billion smart phonworld and 89% of users use it throughout the day. However, existing advertising models doesnt work well on mobidevices.


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4. Emerging solutionsIt is necessary to emphasize the changing behavior of consumer. Todays customers changed the way they think andvery important to deliver message that he would be willing to receive. People spend their time on social networks 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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Currently, around 2 billion people use Internet everyday and35 billion hours per month. So, one person on average is 16month online.

Another important aspect for the customer is to get a receivBased on the results of Statista consumer survey (2011), it icustomer would prefer personalized message with a good d

The survey showed that personal recommendations are the

form of advertising (92% trust completely), while text messtrustful option (only 29% trust completely).

10. Source: Go-Gulf


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As a result of changing environment anfaced by online advertising market it isnd alternative efcient ways to improadvertising experience.

One of the innovative, easy to use, costavailable options is play marketing alsgamication marketing.

Play marketing is based on integrationand game-like experiences by creatingadvertisements which have game propused to engage people.

Ways of using social media

Use of gamication marketing can allow companies to bring fun factor into products promotion. That is extremely the end user, who wants to have fun, participate, compete, win and share his experiences with others on social netwFor example, studies show that companies which organize are perceived to be friendlier.

11. Source: Social Media Today


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5. Summary of available solutionsTraditional ways to advertise are losing attractiveness due to reasons specic to the channel used. To begin with, GAdwords despite being widely used have some major disadvantages.

First of all, it is passive since company has to wait for the cutomers to search for something related. In addition, Gogive diminishing results from each dollar invested, because consumers have moved to mobile Internet and it takes deliver results with volume.

Another channel, email marketing, is not attractive because most of young people have moved to social networks.Moreover, email marketing has a very low click rate, because some emails go to spam and partly because people armore and more cautious about what they receive in email. To continue with, marketing on social networks is also ve

However, not efcient enough since people tend not to click on ads on social networks.

Furthermore, fourth available option is inbound marketing. In order to create successful campaign a lot of time is rthe creation of content and distribution. It creates a high entry barrier which goes along with steep learning curve.Last competing option is display marketing which efciency depends on the reach.

However, it is proved that consumers are becoming blind to ads and as a result this option provides with very lowconversion rate.


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Play marketing is a term that explains the use of gamication in marketing. In turn, Gamify states that, Gamicatioapplication of the game mechanics and game design techniques to make products and services more fun and enga

reach business objectives such as retaining and attracting new users as well as inuencing their actions.

In marketing, a gamication initiative might address emotional aspects of game theory as well as social onesby including a system of rules for participants to encouraging competition and offering prizes so that participants hto win something of value.

The overall goal of gamication is to engage with consumers and get them to participate, share and interact in som

community. A particularly compelling, dynamic, and sustained gamication experience can be used to accomplish abusiness goals.

6. Play marketing6. 1. Definition


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Humans have been playing games in various forms from the beginning of existence and competition is deeply ingrhuman psyche. Additional human psyche features are provided in the table below:

Desire to win as incentive

Desire to win encourages participate in gamesand spend time for them

Pleasure of nding the solution

If problem is not too easy nor to hard, beingcapable of nding solution gives satisfaction

Display of who has engage

If it is shown who participated, people feel pleasure of socialrecognition

Social call: somebody challenges, band-wagon effect

People want to prove that they are capable of doing something ifothers already did or want to behave the way others behave

People play lottery due topositive skewness

Finding solution for crosswordsgives satisfaction

People call to radio to hear them-selves aloud

People tend to participate it istrendy

6. 2. Main patern


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Play marketing is developed with a purpose to innovate advertisement in a way which is able to bring more responcustomer 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 isshown that 43% of the vendors arelooking for the ways how to increaseconsumers engagement.

In addition, play marketing is thesolution which in prospect can

become a long term solution for theadvertisement blindness, because ofuse of engagement and fun factors.


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As you can see in the graph shown below, gamication market is expected to be bigger 10 times in 2016 compared

Moreover, The Gartner Group has estimated that 50% of corporate innovations (i. e. virtual currency, leader boards) on gamication process by 2015. This new marketing tool should bring higher returns on the marketing investmenmore interactive and should spread as virus among users of the product and non-users of the product. Virality canby the fun factor. Customers tend to look for activities which bring engagement, happiness and fun.

12. Source: The Gartner Group


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Play marketing is for customer engagement and awareness.

Play marketing could deliver very good short term results; however itconsidered as direct response tactics, but a customer engagement anstrategy.

Advertiser should focus more on the top of the funnel, and make it cacreate a memorable experience and brand stickiness trough their playcampaign.

Success should not be measured on the number of emails grabbed or

like. Focusing excessively on short terms goals could backre as confeel the advertiser insecurity.


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Play marketing is an amplification strategy

As a native social media format, the play format behind the play

concept helps advertiser expand the size of their social reach acplatforms.

One of the most difcult issues of an advertiser today is how to hfaster. The play format includes social media sharing and friend tools that could be smartly leverage by advertisers to achieve vo

In our new world speed matters a lot. Things are changing so faneed innovation that delivers on scale, and on speed.

Rishad Tobaccowala, Chief Strategy and Innovation Ofcer, VivaK


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Play marketing is an opportunity to learn more about your customers

The rich format of Play marketing help advertiser to include questionnaireand any other activities that help learn more about customers behaviors anpreferences.

Focusing on learning creates a much deeper level of connection with custoformat give customer voice and ways to speak back to the company or the The one-way communication and advertising model is fading, consumers wheard, and every unique play marketing campaign should include a consum

insight goal.


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Play marketing is about creating memorable experiences

In 2000, I participated in an online contest to win a Business Book organized by Advanced Practical Thinking compThe contest involved answering few questions and submitting the answers through an online form 12 years later, eI see the book I won from the contest it reminds me the experience and sometimes I check back their website.Now, if I have to hire a company providing creativity and innovative thinking tools and solutions, Id include this co

list to request a proposal.

A recent survey found that company which engage with customers through contests and surveys in a simple and huperceived to be friendlier. As the old saying goes, All things being equal, people will do business with a friend; all unequal; people will still do business with a friend. - Mark McCormack


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Play marketing is about respecting the customers.

- Select your prize carefully. Match it to your audience persona and thson or event.- Dont ask too much in return for your prize. No more than 3 actions. ceptionally.- Contact your best inuencers and supporters. Make them feel speciathem on a special VIP list.- Deliver what you promise, and make sure you introduce some surpri

journey!

After youve get the permission to advertise to the consumers, you should understand unequivocally that the real rpeople interact with brands via social media is expectation. They will trade their attention for a worthy content or opportunity to win a prize.


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Play marketing is about creativity, fun and triggering emotions

The secret is respecting the consumer. You are interrupting their life. All advertising is unwanted, so if youre goingparty, bring some champagne with you. Bob Thacker, senior VP marketing and advertising at OfceMax

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

6 f G f


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6. 4. Example of Gamified advertising

The worlds largest manufacturer of athleand clothing gamied exercise with the Nike+. Over 1.8 million runners are currenNike+ to capture data such as distance, pacalories burned using a GPS sensor. In ordmotivate people to do sports, Nike softwathe iPod device will reward users if they ra milestone.

For example, if you beat ve-mile distanc

will hear famous athlete congratulating yAfter workouts, people go online and uplotrack statistics, set goals and play games walter ego. Nike+ has helped the companya huge and active fan base.

http://beconfused.com/2007/review-nike-pa

NIKE+ AND IPOD

STARBUCKS AND FOURSQUARE


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STARBUCKS AND FOURSQUARE

The worlds biggest coffee chain started rewarding users wpoints and virtual badges for visiting real retail stores.

Starbucks in cooperation with location-based social networenables customers to check-in at retail locations on theirmobile phones.

In return, customers earn points and are able to complete cvisit 5 different Starbucks, to earn special prizes or badges

http://www.intheworldnews.com/starbucks-handing-out-40-gif

day/341455/

LIPTON


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Lipton has launched an advertising campaign and the key was the innovative banners that are interactive. This Lipbanner has viewers interact with the ad by typing in any letter of the alphabet to cool the franticly hot character. Tthe consumer chooses glides across the stage and transforms into a humorous suggestion on how to cool down. Th

letter stays bold while each animation plays out. The character is searching for the ideal way to cool down, but witthe character is unsatised. A very interactive and engaging bannerad encouraged people to use almost all letters and spend time looking at the brand.

http://adinavelasquez.blogspot.com/2010/08/lipton-tea-banner.html

LIPTON

CONTREX


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CONTREX

Contrex ad that was released in 2011 illustrates consumers interest in games. The story line is very simple, but alsothe same time. A crowd walks past a row of random pink exercise bikes. The bikes power up neon wires, when soming out. Suddenly all the bikes are busy, and a nice looking man appears on the wall of the building. The more peopmore he strips. Everyone looks satised and seems to be enjoying the show.

https://www.youtube.com/watch?v=bGJSEEx2pXc

TIPP EX


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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 whitshoot and instead offer a viewer to rewrite a word. After inserting a word, a video is showed with an inserted actio

https://www.youtube.com/user/tippexperience

TIPP-EX


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Marthas Pastries


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Martha s Pastries

Treasure Hunt game:Which business is located at this ad

Pastry business in San Francisco used Twithunt game. The game was to nd Which located at 325 Sharon Park Drive in Menloaddress for Marthas Pastries. The promotisales up to 7%, and brought websites traf

Play marketing benefits


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Play marketing benefits1. Get better marketing result fasterPlay marketing activate customers faster than traditional advertising.

2. Get more out of your efforts and moneyThe cost per engagement is 7+ times lower than any traditional display marketing or email marketing. You spend leget better result faster

3. Direct marketing results and Long term valuesYou get leads from users registration to your contests and your website trafc could jump 30 to 70% in less than 3

4. Improved customers relationship and brand perceptionBrand perception and stickiness improve with every new play marketing campaign.

5. It forces you to be fun and have funThe end result is that your marketing team will have more fun and will enjoy more their job than crafting boring a

6. You respect the customer and that always pays backThere are two things people want more than sex and money - recognition and praise. -Mary Kay Ash.


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5 steps to launch a successful play marketing campaign:


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5 steps to launch a successful play marketing campaign:

1. Download a sample presentation of Play marketing solution from Goodbuzz site, whichincludes emails and articles you can use for free.

2. Sell the idea with your team, provide them with gathered evidence, and convince them to try

3. Do your homeworka. Create an account on Goodbuzz and explore the solutionb. Play with a test campaign and make some choices about what interaction actions you could use in your campac. Draft your quiz, and any other content you might need.d. Draft the rules of the promotion to make sure everything will be ne.e. Think about a budget: including the prize, the Goodbuzz plan and the promotion of the campaign on relevant

afliates websitesf. Get your action plan approved, and go for it.

4. Create the promotion see the steps below

5. Finally, follow up and monitor your progress.


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STEP 1 STEP 2 STEP 3

The advertiser choosesa game from

the largeGoodbuzz library and

customizes it for its needin less than 2 minutes.

The advertiser choosesa prize and decides how

many will be given to thewinner. The prize must

be attractive, appealing;otherwise there will be no

incentive to participateand share the game.

The advertiser npaste the promoton any page you order to activate

to Win buttonbutton will be ac

at the moment winserted in the


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Finally, Goodbuzz is driven by innovativewhich is not widely adopted yet, howeve

It is based on an entirely new approach tcustomer and holds the major benet of With play marketing help customer is noa viewer or judge, but participates in an campaign. Play marketing cannot exist wparticipation of users. This means that ifparticipated in a game, he is already affeadvertisement.

The main difference of the play marketinbased on users engagement.

Information sources


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http://www.go-gulf.com/blog/online-ad-spending2, 3, 4, 5

http://www.marketingpilgrim.com/2007/08/eyetracking-shows-web-audi-ence-ignores-ads.html6

http://adage.com/article/digitalnext/raise-online-ad-inventory-pric-es-small-advertisers/234878/7

http://www.go-gulf.com/blog/social-networking-user

http://www.go-gulf.com/blog/smartphone8, 9http://www.go-gulf.com/blog/online-time 10

http://socialmediatoday.com/steve-olenski/412114/major-disconnect-be-tween-brands-and-consumers-when-it-comes-social-media 11,

Gamication in 2012, Consumer and Enterprise Market Trends, M2 Re-search 12

http://adinavelasquez.blogspot.com/2010/08/lipton-tea-banner.htmlhttp://advertising.yahoo.com/http://www.bannerblog.com.au/2009/11/lipton.phphttp://beconfused.com/2007/review-nike-part-2/http://blackbeardblog.tumblr.com/post/2142415261/game-on

http://www.bunchball.com/sites/default/les/downloads/gamication101.pdfhttp://www.bunchball.com/sites/default/les/downloads/gamication101.pdfhttp://www.businessinsider.com/mary-meeker-2012-internet-trends-year-end-update-2012-12#http://www.cmo.com/gaming/game-over-gamication

http://www.cmo.com/gaming/play-marketing-how-principles-gamining-conversationhttp://en.wikipedia.org/wiki/Gamicationhttp://www.facebook.com/advertising/?campaign_id=402047449186o&extra_1=not-admgr-user

http://www.forbes.com/sites/marketshare/2012/11/27/5-big-brandcontent-marketing-is-the-key-to-your-consumer/http://www.ft.com/cms/s/0/10fe18d4-f8c9-11e0-ad8f-00144feab49zz2EMX1zwTwhttp://gamify.com/http://gamication.org/wiki/Gamicationhttp://www.google.com/intl/en/ads/http://www.gfknop.com/pressinfo/releases/singlearticles/008891/ihttp://www.go-gulf.com/blog/social-networking-userhttp://www.intheworldnews.com/starbucks-handing-out-40-gift-card

http://www.intheworldnews.com/starbucks-handing-out-40-gift-cardhttp://www.inspirationalstories.com/quotes/mark-mccormack-i-actuawas-the/http://www.statista.com/statistics/194137/forecast-for-global-ad-shttp://www.statista.com/statistics/190508/advertising-spending-wwide-since-2010/http://www.statista.com/statistics/237974/online-advertising-spenhttp://www.statista.com/statistics/222698/consumer-trust-in-differvertising/http://www.useit.com/alertbox/banner-blindness.html

Information sources


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