The advent of the Internet as a communication medium has led to the
emergence of this new social phenomenon: online communities.(Preesce 2000:1).
According to Preece “Supporting sociability and designing usability lays the
firm foundation on which online communities can grow and thrive”.
Online communities are virtual environments which aid in information acquisition and eases communication between internet users. Online communities is all about social networking which can be segmented in two forms
• Browser based websites
• Video games
This evolution of browser based websites are important for e marketing as it has facilitated or eased online marketing practice via ways of viral marketing. Facebook for instance has recorded a huge success . Via such websites, business organisations have seized the opportunity to promote themselves. This phenomenon has raised the concept and importance of e-marketing . The main advantages of these social networking sites is to build relationships, acquire information and provision for online word of mouth (viral marketing).
On the other hand, the disadvantage with online communities are there is no control with information being posted or uploaded on the sites.
Online gaming’s are games which are played via internet. They are different from video or computer games. Online gaming includes MMORPG (Massively Multiplayer Online Role –playing game), Internet gaming, Web gaming, Online gambling, Local LAN gaming and Mobile gaming (Chen, 2005). Nowadays Marketers use electronic games in promoting advertisements. A study in 2007 indicates 33% of online users were engaged in online video games.
Consumer research shows that there will be a form of trust on direct physical experiences with a brand or company in real life. But in virtual gaming the players may or may not interact with the products or brands they see in games. Thus, games may bring players to know about more on the products while playing. Players are heavily attracted to the kind of game they play even though the sponsoring company plays a role in promoting experience to the players. A game is measured playable when it is enjoyable to play (Gao, 2005).
According to a research study conducted by Nelsen BASES and Nelsen, 82% of consumers experience games just as enjoyable with integrated vibrant game ads as without. The study on, “Consumers' Experience with In-Game Content & Brand Impact of In-Game Advertising Study,” found that in-game ads produce “a measured lift” bringing consumer awareness and opinion of the products. advertised (www.Gamasutra.com).
In-game advertising is expected to growth over the next five years, driven in large part by the rise of companies like IGA and the Microsoft-owned Massive Inc., mostly given their ability to deliver the ads directly into games played using an Internet connection. According to Yankee Group, in-game advertising will grow from a $55 to $730 million market in 2010. (http://www.mediaweek.com/).
Meyers (2007) declares that 80% of home buyers perform an online search. This justifies that all Companies should consider this fact when planning their marketing strategy regardless on whether they are engaged in online marketing activity or not.
Online communities indeed, may just be the required route to a Company's success.
References:
Caoili, E. (2008) ‘Nielsen: 82% React Positively To Contextual In-Game Ads.’ [online]
available from < http://www.gamasutra.com/php-bin/news_index.php?story=19053 > [18 March 2009]
Chen, Y., Chen, P., Hwang, J (2005) ‘An analysis of online gaming crime characteristics’ Journal of Internet Research 15(3), 246-261
Gao, Y. (2005) ‘Factors influencing user trust in online games.’ Journal of electronic library 23,(5), 533-538
Glaister, M. (2008) 'Obama taps into in-game advertising’ [online] available from
<http://www.mediaweek.co.uk/news/search/854201/Obama-taps-in-game-advertising/> [18 March 2009]
Preece, J. (2000) Online communities-Designing usability, Supporting Sociability, Journal of electronic markets.1(2) pg24 [online] available from < http://www3.interscience.wiley.com/cgi-bin/fulltext/77004226/PDFSTART >
Meyers, D.(2007) How to productively take advantage of online communities [online] available from < http://www.zillow.com/blog/how-to-productively-take-advantage-of-online-communities/2007/05/ >
It is nice work. One thing in your post I think the figure u gave " 80% of home buyer perform online search " , you should consider this figure from which country? It will effect alot on your strategy.
ReplyDeleteOne thing that strikes my attention with a view to online communities is their source and their impact both from a physiological and sociological point of view.
ReplyDelete