GAME ON: THE FUTURE OF IN-GAME ADVERTISING
This space will explode in the next 10 years. What we currently see in the in-game space isn't where things will end up.
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Emerging Technologies
As technology evolves, so should your marketing message. Read about some of the latest interactive technologies and how they can work for you and your brand.
Blogs - Short for "web log," blogs are the latest way to incorporate an informal communication between you and your consumer. One-way blogs inform consumers about news and events with your brand. Two-way blogs solicit feedback from consumers in ways they are comfortable with, providing insights through a true dialog with your most engaged customers. Blogs for Brown-Forman brands are designed to ensure that all content is approved before being seen by the public.
RSS - RSS stands for "Really Simple Syndication" and allows you to push news and events out to your consumers to keep them updated on the latest information about your brand. Consumers submit criteria for the information they want on subjects of interest, then search engines "scrape" that information off of news wires and send it directly to the consumer's e-mail. The next version of Microsoft Internet Explorer is set to support RSS and will push this technology into the mainstream.
Podcasts & Online Video - Podcasts area great way to share audio and video clips with consumers, and add depth to their online / brand experience. Typically geared toward iPods and media players, podcasts can also be viewed from the consumer's desktop as a video. An example of an online video can be found on JackDanielsRacing.com where a video highlights race results and shows the Old No. 7 car in action.
Search Marketing - Also known as Search Engine Optimization, or SEO, search marketing is used to increase your web site's search relevance and elevates its visibility when consumers are typing search terms into their engines (e.g. Google, Yahoo). Using search marketing helps keep your brand top-of-mind.
Social Networking - Comprised of chat rooms, message boards, blog sites and newsgroups, this area is the toughest and most complex in which to market. Most of the current social networking sites do not correspond with Brown-Forman's responsibility marketing guidelines. Therefore, if this is a strategy you wish to explore for your brand, please work first with B-F Online to determine what is possible.
Mobile Marketing - Short Message Marketing, or SMS, is used in targeted promotions to inform consumers of events and offers in their area on their wireless devices. B-F Online has utilized SMS effectively for a variety of brands in the U.S and in South Africa.
For more information about how these technologies can be used for your brand, contact your Interactive Marketing Manager.
Want to put your brand on the cutting edge of digital communication? Contact any of our Interactive Marketing Managers and learn about the latest tools, as well as emerging possibilities.