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漫談:遊戲廣告策略
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漫談:遊戲廣告策略
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台灣線上遊戲常見的廣告策略
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漫談:遊戲廣告策略
1.
Bunbert 2010 Nov. 漫談:遊戲廣告策略
2.
知己知彼
3.
BUNBERT.NETBUNBERT.NET 知己 自己可以知道或掌握的部分 天時:遊戲的市場地位、推出時間
地利:遊戲產品力、行銷預算 人和:原廠、營運團隊 support 預期達成目標 你以為的 老 想的闆
4.
BUNBERT.NETBUNBERT.NET 知彼 市場上不可預期的變化 競爭對手 直接:其他遊戲 非直接:學測 期瞬息萬變,你改對手也會改檔
5.
BUNBERT.NETBUNBERT.NET 廣告策略 創意 + 媒體 創意
> 媒體:高報酬高風險操作 創意 < 媒體:經濟效益低風險操作
6.
正攻、側攻、伏兵、奇襲、持久戰
7.
BUNBERT.NETBUNBERT.NET 正攻 兵強馬壯,老子有錢 代表遊戲:天子傳奇
媒體策略思考: 好遊戲就該有好創意,但勿走偏 峰 媒體運用: 起手式:巴哈、基地、雜誌、記 者會 前鋒電視廣告打聲量、中軍網路 接補 兩翼異業行銷搭配 關鍵字補刀
8.
BUNBERT.NETBUNBERT.NET 各階段戰術運用 CCB CB OB Sustain 寫手操作、 MSN 稱串連、暱 Facebook
應用程式 試用大隊報告、虛寶發送 封測帳號發送、新品搶先報 入口網站版位 SP 活動、異業合作、 Eventsite 關鍵字行銷、口碑行銷、 Blog 、粉絲團經營操作
9.
BUNBERT.NETBUNBERT.NET 側攻 搶佔第二三名、分食市場 認真考慮創意與媒體的拿捏
代表遊戲:誅仙 online 媒體策略思考: 能說話的媒體:不能只著重曝光量 高效益媒體:找到會付錢的玩家 媒體運用: 電玩節目、雜誌、社群、論壇類網站、關鍵字 量力而為,第一擊效果不佳就要考慮快速轉進持久戰
10.
BUNBERT.NETBUNBERT.NET 伏兵 在 軍混戰中,突圍而起眾
既有市場中的差異化(很有梗的遊戲) 代表遊戲:搓麻將 媒體策略思考: TA 差異化、口碑效益 媒體運用: 產包發放、節目置入、寫手操作、社群網站 崛起速度快,媒體策略需快速反應 有玩家體驗才有口碑效益
11.
BUNBERT.NETBUNBERT.NET 奇襲 不可能的任務,成功就鹹魚翻身 代表遊戲:殺
online 媒體策略思考: 產品放兩旁,行銷創意最重要 媒體要來搭配創意 媒體運用: 新聞操作、色情網站、網咖 促妹碟 、特殊戶外廣告 同樣的招式不能對聖鬥士用兩次 廣告的成功不能拯救失敗的產品
12.
BUNBERT.NETBUNBERT.NET 有錢的持久戰 代表遊戲:神來也 媒體策略思考:
把錢花在刀口上 媒體運用: 關鍵字、 CPC 媒體、頻道拆帳 可由小變大後,考慮其他戰略擴大市場
13.
BUNBERT.NETBUNBERT.NET 沒錢的持久戰 代表遊戲:族繁不及備載 媒體策略思考:在家靠父母,出外靠朋友
媒體運用: 會員活動 PR 新聞 廣告、虛寶交換 小賺也是賺
14.
BUNBERT.NETBUNBERT.NET 立於不敗 花的錢比賺的錢少,就是賺錢 有些錢不如不花 有些錢一次就要花到夠