What influencer marketing can learn from the mobile gaming industry

What influencer marketing can learn from the mobile gaming industry
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It’s every marketer’s dream to have a way of efficiently and consistently delivering campaigns that are guaranteed to generate a positive ROI. The biggest issue for many brands in achieving this however, has been the lack of distinctive metrics that help shape effective strategy.

Influencer marketing has been no different to this during its early existence. Partnerships to date have often lacked proof of their overall business impact outside of just media metrics. This focus has driven many to measure influencer marketing success as just being a well-received video, whilst neglecting the real identifiers of consumer action that truly benefit the brand.

When it comes to mobile gaming, things are very different.

Mobile gaming has always been one step ahead of other industries when it comes to tracking results. They do benefit from having a clear route to download/purchase (iTunes + Google Play stores), but they have also invested heavily in tracking wider metrics to understand consumer value on a more comprehensive level.

On a surface level, link clicks, downloads, search and so on are shared metics (where possible) with most other brands. What makes mobile gaming the billion dollar industry it has become, is their ability to leverage multiple data points and insights. This is why mobile gaming marketing spend is estimated to reach the heights of $105 billion by 2021.

So how do they do it?

Source

Their first point of call is understanding every piece of data available to them. With that, rather than just acknowledging the top-line data, they break it down in as much detail as possible. Device, gender, platform and region are but a few. This allows them to create an encyclopaedic view of their consumers and optimise their strategy to deliver a greater ROI.

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In order for mobile gaming companies to optimise even further, they track their customers’ activities constantly. Attribution companies such as AppsFlyer and Chartboost provide gaming companies with the tools to track how players interact with their games. They can therefore break players down into different groups; free to play, pay to play and in-game purchasers. The outcome is knowledge of a consumer’s Lifetime Value (LTV). In addition to LTV, gaming companies can also understand how players contribute to bringing in new players and what key drivers (in-game offers for example) are assisting with this process.

Understanding LTV is a massive contributor to why mobile gaming companies can spend so much on marketing. These insights allow them to see the true cost of user acquisition and overall revenue.

So why is this important for influencer marketing?

When it comes to gaming, it’s said that almost 95% of gamers go to YouTube for tips, gameplay, reviews and more from gaming creators. Like gaming communities, creators of every genre have incredibly engaged audiences themselves. Add to that, the fact that influencers have a CTR that’s double of other channels such as Facebook (influencers 2%, Facebook 0.9%) and you’re looking at a win-win when influencer marketing is done right.

By looking at the mobile gaming industry processes and applying them to your brand’s influencer marketing strategy, you get two things;

  1. More clarity in the impact of your work and an actual ROI.
  2. A detailed view of how influential the creators you work with are and the actions and revenue the consumers they attract bring into your business, thus allowing you to make a true comparison with other marketing channels.
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Influencer marketing has been screaming out for a way to measure its impact and provide those leveraging it with a way of justifying their investments. Mobile gaming’s approach to tracking campaign results offers a solid solution to this major issue.

If you’d like to know more about how you can bring this thinking into your influencer marketing campaigns, drop us a line and we’d be happy to help.

Original article published here


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