Article e-business

Marketing games on social network

According to a study of "  La Fabrique Jeux et Buzz ," the playful mechanical (or educational game ) in the first six months of 2013 , following the same trends as the global marketing more social networking , more multichannel and constitution of consumer data bases .

The first half of 2013 is still very close to the same period of 2012. The motivations of advertisers to organize a competition are the same as before: build traffic, gain opt-in address and increase brand awareness. This objective continues to slow, losing ten points over one year. Conversely, creating traffic gained 27 points and collecting addresses remained stable. Of course, social networks and multi continue to grow in importance. The proportion of marketing games including Facebook increases by 19 points and those using at least two different channels (mobile web, Facebook, tablet or POS) decrease by 12 points in one year. In contrast, the average number of operations per year per advertiser hardly changes from one year to the next.

The CRM also seems to be a major motivation for creating fun cars. 42% of advertisers, marketing games are a way to describe his audience. And 17%, the Game is part of the loyalty program.

Last point of interest, the proportion of accessible games for mobile marketing reaches 35 %. It is either available or games from a «mobile responsive» (adaptable to the constraints of mobile), or through a dedicated mobile application site. If the presence of mobility in the marketing game becomes significant, however, this indicator should go up next year.

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