Creating a Brand Sensation with ARGs

Creating a Brand Sensation with ARGs

According to eLearning Industry, ARGs or Alternate Reality Games are “An experience that takes place across multiple platforms, formats, and locations.” Something that “Has elements of eLearning, computer games, geocaching, scavenger hunts, live action role-playing, and social learning in Alternate Reality Games.”  But that in itself is not the full extent of this initiative. With proper implementation, this initiative has the potential to attract up to millions of players worldwide. Alternate Reality Games could possibly be one of the best method of getting the involvement of your potential consumers through a marketing campaign and this article will tell you why.

What is an ARG?

Alternate Reality Games are more than often a collaboration of a scavenger hunt and a mystery case. Sparking engagement through the puzzling clues it leaves and drives collaboration within individuals that are equally interested in finding the answer. Through the challenging tasks it provides and offers to the players, often times an ARG is seen as something that might alienate consumers instead of draw them in. However, what is often overlooked is that despite not everyone is able to participate in such a hunt for clues and puzzles, everyone can bear witness to it. The mere activity in itself becomes intriguing and often leaves people fascinated by them, and this often leaves quite the examples.

The Problem with ARGs

Albeit having early 2000s with Microsoft’s marketing campaign for the movie; Artificial Intelligence, ARGs had always been thought as expensive due to the need of in-depth elements such as puzzles, mysteries and the incorporation of those elements to the real world. Combine this with things such as website maintenances and other variety of costs, Alternate Reality Games have always been considered an intimidating campaign to plan, let alone execute. And despite the results ARGs seem to bring, with its level of virality and reach, it has never been a true trend or mainstream within the world of marketing. However, the argument here is that perhaps now it is the time to ignite a more creative approach to ARGs.

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Why ARG is Now Simpler

After nearly 2 decades of its first case, ARGs are now getting simpler to plan (With the creation of intricate elements of the game aside). This is due to the fact that communication and media had grown wildly since then. It is much easier to spread the fire of the game’s virality online. And such ease comes from (but not exclusive to) the following:

  • Growth of the Internet and its ease of use
  • Growth of Social Media
  • Rise of services that serves to ease phases of an ARG’s creation

How Alternate Reality Games Drive Such Engagement

Everyone loves a mystery and many people love challenges. A good ARG brings the best of both worlds. An ARG can create a challenging mystery, driving the curiosity of its players and bringing creative ways for the players to progress the game. In its essentiality, an ARG uses the same drive that makes people think up and love things such as conspiracy theories. Since, within an ARG, initially you would not know what the purpose of the challenge is. The cryptic nature and intermingling over the world-wide web would spark a sense of genuine curiosity and fascination.

ARGs’ Effect to Brands

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Besides leaving behind a spectacle in the brand’s history, players that had partake in the game or even onlookers that observed its progress will familiarize themselves with the brand that conceived it. And this is no small matter. As, if the game itself reached the ears of hundreds of thousands or even millions, those very millions would be the one to see the brand in high regard for the clever marketing. And besides spreading brand awareness, would most likely also promote a better image for the brand as all creative marketing plans tend to do. And should this be coveted into recruitment for capable hands, the campaign itself would also serve to be the best type of assessment for it.

Drastic Changes to How Ads Work

Drastic Changes to How Ads Work

Drastic Changes to How Ads Work

Although the title above says ‘drastic’ the change to advertising due to modernization and advancement of the digital era has been chipping slowly little by little. However, it is that very accumulative stride that will lead to a sudden shift that must be made now in order for a company’s marketing to not be left behind. Below we’ll be going through what those changes are and how a company can cope with them or perhaps even take advantage of those changes.

Traditional Ads vs Digital Ads

As technology advances and slowly surrounds our everyday life, it is only natural that they would be the perfect target for advertising. We live in a strange time where a company’s advertising can show up in a digital monitor on our fridge or car after all. But what is that to say about traditional ads? Will there be no more room for them?

Something that needs to be separated

While it is true that these days digital ads are so much easier to consider than regular real-world advertising, this is not the change that needs to be considered. Even in the digital world, a regular advertisement is still just an advertisement. It is often invaluable to the consumer and the internet user would want to be rid of it. Be it from using an ad blocker or skipping immediately when they are allowed to. And this is said to have costed the digital marketing industry over 22 billion dollars.

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Is there room for real-world advertising?

The short answer is yes. And yet, not in the way most companies might think. How many times do you see a billboard or poster catching your eyes these days? Most likely, it happens rarer than a decade or so ago. And yet, it still happens does it not? Occasionally, creative and eye-catching advertising will pry your eyes away from your activity to get a look at it. And that is most likely the drastic change you need. The key here is that there is in fact, room for traditional advertising, but it must serve to must be more meaningful and charming to the audience. Not simply blatant advertising.

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Consumers Demand Creativity in Advertisements

Blatant advertising is rarely accounted as ‘informative’ to consumers these days. And over 60% of people are saying that today’s ads are annoying and/or intrusive. And indeed they are. In fact, some companies still believe that by being intrusive you can generate more attention because you’re all up on the consumer’s faces. But is that really the case? If your advertising proves to only be a nuisance to your potential customers, it will only serve to hurt your brand’s image.

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And of course, this would at times mean a higher investment. Be it cost, creativity and time investment, these things prove to be essential in modern day marketing. But the key investment you really need is creativity.

The Change Doesn’t Stop There

Creativity is even more needed today than ever before as other forms of scouring the web come to existence, mainly voice searches. Beyond the United States or parts of Europe, this may not yet be that big of a deal, but it certainly is so when it will be.

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This new type of browsing the world wide web can change and disrupt regular SEO as we know it. Don’t think that this might be true? Below are the facts of how voice searches are being used that benefits businesses according to BrightLocal Study.

  • 58% of consumers have used voice search to find business information.
  • 46% of voice search users look for a business daily.
  • 27% visit the website of business after conducting a voice search.
  • 53% of voice search users are performing daily searches.

What Awaits 2019

With everything’s pace coming up a slope, waiting at any time to have that boost of downhill speed, no one is really sure what awaits us at 2019. However, with the changes that we know in mind, we should always try to stay steps ahead. So be sure to use any means you can for your marketing, lest it gets left behind. Controversial ads, live streams, gamification, or a whole other entry only you can think about. Just remember to keep it creative.

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How Live Streams Generate More Clicks

How Live Streams Generate More Clicks

How Live Streams Generate More Clicks

Live Feeds or live streams are slowly becoming more and more popular on the internet as many platforms now beginning to provide ease for it. From Youtube to Facebook, live streams are slowly becoming the mainstream way to broadcast be it news on entertainment as it also provides two-way feedback through chats. How will live streams be a key point in sales and marketing? Below we’ll try to share this insight with you.

Live Stream and Its Digital Marketing Use

Digital marketing is grossing by each year alongside the development of technologies and social media. However, some companies have not considered the possibility of combining it with live streams or live feeds. Due to the rise in modern streaming services, it is much easier to access live videos in the internet. Be it from an influencer or from official companies and broadcasts. This rise is considered so much so, that more than 80% of internet users from the billions have watched live videos than years prior.

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And the direct correlation here is that over 67% of viewers would be more interested in going to an event or making purchases that are shown and/or related to the live stream. Placing your products within the stream or sponsoring it, especially when the content shown is of interest to the viewers, will be more likely to help them appreciate your brand. Multiple reasons for this exist depending on the type of stream. For example:

  • An influencer can spread their trust for your brand to their viewers.
  • A news broadcast that is reliable will persuade the viewers that the ads are in turn, reliable.
  • Promoting your event via live stream would urge viewers to want to experience it for themselves.
  • Seeing donations and purchases made live in real time will help urge other viewers’ pride and ease their doubt in participating in the purchase/donation.
  • Direct feedback can be used for QnA to help further assure the legitimacy of content or ads provided.

Live Video Ad Potency

Not only will ads shown on live videos bypass ad blockers, but they are also said to have grossed more than $10 Billion in spending. And the numbers will only keep climbing by at least 10% until it will finally surpass television, if it hadn’t already by this second.

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But click rates aren’t the only thing that live videos are good for. Unlike a show on television, when someone loves a live stream, there are still the possibilities that they share it on social media. And this will be opening the floodgates for a domino effect of shares and increase in viewers, with over 90% of mobile video consumers sharing them according to Insivia.

Live Streaming Efficacy

By this 2019, it is even said that videos will account for a whopping 85% of total internet traffic. With the video-sharing giant, Youtube, making strides to improve their streaming services, live video sharing is becoming easier and more available to do at that much lower of a price.

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Not only will it be that much easier to manage your content or ad on a live stream, but it will also be easier on feedbacks as well. As mentioned at the start of this article, live streams provide two-way feedback for you and your viewers through chat. Should this feature be used properly, may be the key you need to show your company’s transparency through direct communication with your consumers. And through it, 73% of B2B marketers say they have been getting positive ROI impacts.

Transparency and Shift in Advertising

These days, many of the consumer base highly values the more transparent companies. And through a live stream, the chance to show that transparency is shown. While it is a risk that something done live may have difficulties and mistakes, it is those very mistake that sometimes remind the viewers that the people doing this are still human.

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That in itself is already marking the shift in modern day advertising. Where companies used to strive for perfection and blatant, bold remarks, today’s market is a bit more delicate than that. However, you keep your eyes on us because this topic will be further discussed in the next article.

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