Out of the Way- It’s Personal!

The internet has become a power medium when it comes to branding. It has enabled marketers to generate stronger brand engagement through cost-effective brand message delivery and a better understanding of the target consumer with audience tracking capabilities.  At a more fundamental level, the Internet has provided the gateway to Web 2.0 technology, which has become a central platform for integrated marketing communications programs, given its direct impact. If used effectively, it can be a boost for marketers wanting to extend their brand, and drive customer engagement.

In 2009, Internet marketing trends have taken the lead with the economic recession.  Companies are focused on effective, creative and innovative ways to ensure that customers spend more time with their brand(s) on an ongoing basis. Personalization and focus on thrilling existing customers to building longer-term relationships are imperative to creating greater brand authenticity.  Of the fast-growing and potentially highly effective trends that reach consumers in unique and compelling ways are advergaming and mobile marketing.

These emerging media platforms provide an opportunity for a higher level of marketer participation and responsiveness not possible through traditional marketing tactics. 

Effectiveness of Advergames in Branding

Growth in these areas has mainly been driven by the marketing community to reach its target audiences in their comfort zones. More importantly, advergaming and mobile marketing research have indicated that they have successfully impacted higher repeat purchase, greater loyalty and stronger brand advocacy, because both have been recognized as tools that serve buzz and viral marketing.