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市場調查報告書

社群遊戲廣告策略、創新

Social Gaming Advertising Strategies and Innovations

出版商 Socintel360 商品編碼 361953
出版日期 內容資訊 英文 60 Pages
商品交期: 最快1-2個工作天內
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社群遊戲廣告策略、創新 Social Gaming Advertising Strategies and Innovations
出版日期: 2016年07月01日 內容資訊: 英文 60 Pages
簡介

Nestle是食品、飲料產業上領導者的企業之一,尤其對數位&社群媒體策略的計劃、實行投入力量。該公司活用社群媒體,提高行銷和革新,領導的可能性。還有不僅以削減成本和提高供應鏈效率為目的行銷,也聚焦透過數位&社群媒體途徑的有效利用轉型產業營運。該公司的策略,是再定義社群媒體行銷動態的東西,表示成為有效的社群媒體利用的標準。

本報告提供Nestle的數位&社群媒體行銷的相關調查,Nestle的數位&社群媒體策略,實踐的重要點,預算分配,各主要品牌的策略分析,領導品牌的案例研究等彙整資料。

第1章 關於本報告

第2章 摘要整理

第3章 社群媒體型行動行銷動態

  • 流通管道動態 桌上型電腦 vs. 行動
  • 社群媒體的行動行銷的食品和飲料品牌價值命題
  • 食品和飲料市場行銷新興技術、行銷投資手段

第4章 社群手機遊戲廣告支出分析

  • 廣告支出分析:各食品和飲料品牌
  • 遊戲的支出分析

第5章 食品和飲料產業上的社群手機遊戲廣告、目標策略

  • 差距分析:消費者態度 vs. 食品和飲料的社群媒體策略
  • 遊戲廣告

第6章 社群媒體行動廣告的創新

  • 品牌建立
  • 產品銷售
  • lead generation、銷售

第7章 案例研究:最佳業務實踐分析

  • 品牌建立
  • 案例研究:Snapple /美國
  • 案例研究:Coors Light /美國
  • 案例研究:Post Cereal /美國
  • 案例研究:General Mills Wheaties /美國
  • 案例研究:Perrier /法國
  • lead generation、銷售
  • 案例研究: Frito Lay s Cheetos /美國
  • 案例研究:Kernel Season /美國

第9章 宏觀經濟、商務,及消費者趨勢與促進要素

  • 宏觀經濟基礎、產業的成長動態
  • 消費者考察
  • 網際網路、技術發展
  • 設備、平台
  • 行動電子商務
  • 廣告支出動態

圖表

目錄

Summary

Spend on social mobile gaming advertising continues to fuel impressive growth with marketers focusing on personalization to retain consumers and drive revenues. In addition, shift from desktop to mobile advertising has added new dimensions to the nascent stage of social media mobile advertising. A number of new players have emerged which includes both start-ups and established players, which is driving innovation and fundamentally reshaping the brand-consumer communication. As such a combination of mobile and social media has put forward a strong value proposition for marketers to target niche consumer segments.

Synopsis

Key modules of the report include the following:

  • Market Dynamics: Chapter 3 discusses the dynamics of mobile marketing, and outlines the value proposition put forward by the platform. If further highlights emerging technological trends in the social gaming marketing landscape.
  • Advertising Spend Strategy: This module (Chapter 4) details advertising budget allocation by industries. It provides insights into top level social mobile gaming advertising spend.
  • Advertising Strategies: This module (Chapter 5) covers the gap between consumers and brands in terms of expectations delivery of social gaming strategies.
  • Market Innovation: This module (Chapter 6) provides covers market innovation by marketing objectives and shows actual implementation of social mobile gaming advertising strategies.
  • Case Examples: In Chapter 7, the report provides case examples of major brands and their and their marketing initiatives according to marketing objectives, namely, brand building, product launch and lead innovation and sales. Additionally, the report also highlights cases in which brands were failed to capitalize on the gaming platform to achieve their marketing objectives.
  • Economic and Market Drivers: Chapter 8 highlights key dynamics in the technology, business and consumer environment which impact the social media mobile market.

Key Questions Answered

This report answers the following key questions:

  • What are the key trends in the social media mobile gaming market space?
  • Why social media mobile gaming marketing is critical for brands?
  • How is consumer behavior changing in the presence of mobile gaming applications? What are its implications for brands
  • What are the best practices in budget allocation and how much budget you should allocate on social media mobile gaming advertising?
  • How consumers use of social and mobile is expected to influence advertising spending?
  • How social media mobile gaming advertising is expected to evolve in future?
  • How are leading brands adopting social media and mobile gaming application in organizations?
  • What strategies have social media networks and platforms undertaken to facilitate brands reaching out to consumers

Table of Contents

1. About this Report

  • 1.1. About Socintel360
  • 1.2. Summary
  • 1.3. Scope
  • 1.4. Methodology
  • 1.5. Definitions
  • 1.6. Disclaimer

2. Executive Summary

3. Dynamics of Social Media Based Mobile Marketing

  • 3.1. Channel Dynamics Desktop vs. Mobile
  • 3.2. Social Media Mobile Marketing Value Proposition for Food & Beverage Brands
  • 3.3. Emerging Technology and Marketing Investment Avenues for Food & Beverage Marketers

4. Analysis of Social Mobile Gaming Advertising Spend

  • 4.1. Advertising Spend Analysis by Food & Beverage Brands
  • 4.2. Spend Analysis through Gaming

5. Social mobile gaming advertising and Targeting Strategies in Food & Beverage Industry

  • 5.1. Gap Analysis: Consumer Behavior vs. Food and Beverage Brands Social Media Strategy
  • 5.2. Gaming Advertising

6. Innovation in Social Media Mobile Advertising

  • 6.1. Brand Building
  • 6.2. Product Launch
  • 6.3. Lead Generation and Sales

7. Case Examples: Best Practices Analysis

  • 7.1. Brand Building
  • 7.2. Case Study Snapple US: Re-enFACTment Campaign 2013
  • 7.3. Case Study Coors Light: NASCAR App 2013
  • 7.4. Case Study Post Cereal US: Cocoa Pebbles vs. Fruity Pebbles 2013
  • 7.5. Case Study General Mills Wheaties US: Augmented Reality based Interactive Packaging 2013
  • 7.6. Case Study Perrier France: Secret Place 2013
  • 7.7. Lead Generation & Sales
  • 7.8. Case Study Frito Lay s Cheetos US: Cheetahpult 2013
  • 7.9. Case Study Kernel Season US: Trailer Trivia game 2014

8. Macroeconomic, Business, and Consumer Trends and Drivers

  • 8.1. Macroeconomic Fundamentals and Industry Growth Dynamics
  • 8.2. Consumer Insights
  • 8.3. Internet & Technology Adoption
  • 8.4. Devices & Platforms
  • 8.5. Mobile Commerce
  • 8.6. Advertising Spend Dynamics
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