Post by sifatahmed on Dec 27, 2021 5:41:42 GMT
Esports have ceased to be considered a niche element, to become a potential crucial tool in marketing and advertising for companies. The forecasts speak, for example, that the income of electronic sports will rise by 70% in the coming years and will do so thanks to the push of advertising. More and more brands are entering this field and more and more are beginning to show interest in it.
But companies shouldn't just translate their sports marketing strategy into esports marketing and advertising. If we have learned Best Database Provider something every time a new medium or a new platform appears, it is that we must learn how the new works. Video ads on the internet, for example, didn't do well at first because brands simply recycled their TV campaign. Internet and television are not the same, no matter how much the advertising format may seem, both being audiovisual.
Companies must not allow themselves errors and miscalculations and must consider what eSports is, what they should do in their marketing and advertising strategy and how to connect with audiences. Based on an analysis by The Drum , three main lines of what companies should and should not do in advertising and marketing can be drawn in this environment.
They can't stay with the cliches
The first lesson brands need to learn - one that they are learning in general when it comes to gaming and not just eSports as a specific niche - is that they can't stay with stereotypes. If when you think of esports (and it could be added that of games in general) you think of a teenager locked in his house, you should stop and reflect.
Beyond that view of teens and eSports being highly simplistic, esports fans and players have become much more diverse than brands first assumed. As with online games in general, where consumers of all ages are reached, the same happens with eSports. Audiences are varied, in terms of gender, interests, ages, or geography.
Brands must think in terms of niche markets
As is done with the media, when campaigns are launched with target audiences in mind and with that decisions are made about which media and which messages to use, the same should be done with eSports. It's no use launching blanket campaigns that target the entire esports audience, because that doesn't make a lot of sense.
If the market is diverse, that Buy Mobile Database implies that there are multiple groups of consumers, with interests of all kinds and with connections to different brands, markets and products. Marketers must therefore do an analysis similar to what they would do with other areas, studying to whom they sell what and how they will reach them.
You are not limited to 'those' brands
And finally, all of this leads to the most important conclusion point. E-sports is not a fiefdom limited to specific brands or a specific market niche. In reality, it is a field potentially open to all types of brands and all areas of consumption.
If marketers do their job and find their market there, they can - and should - harness its potential to connect with their audiences. Some companies, as the 2020 eSports sponsor rankings show , have already grasped this. However, for others it is still necessary to assume what the success stories convey.
The campaigns of companies like Mercedes, Burberry, LVMH or Visa in electronic sports demonstrate, as an expert explains to The Drum, that the "non-endemic brands" of that market can enter electronic sports and take advantage of its pull. They just need to understand how things work and make campaigns that resonate with their audiences, but in the end that is what brands should do across all media and in all potential scenarios for their brands.
In Asia Pacific, the market from which The Drum's analysis starts , KFC has campaigned for a wellness and health brand, Osim, which has taken advantage of the nature of eSports to sell ergonomic massage chairs. The context has caused the campaign to be amplified because it coincided with one of the great needs of consumers in the times of the coronavirus and teleworking.