Abstract
Online gaming has become a popular form of entertainment which has shifted children's playgrounds to computers, laptops, mobiles, tablets, etc. Children spend their time surfing, playing, and downloading games from the internet. Advergaming is one of the latest digital advertising techniques used by marketers to interact with the children for longer hours by embedding the brand messages in the game action. Advergaming is a blend of fun and promotion to capture the attention of children towards the advertising message associated with the branded product. The objective of this chapter is to determine how children pay attention and absorb the message given by the companies by considering hierarchy of effects models such as AIDA model and DAGMAR model. The purpose of this work as a whole is to bring more understanding of this innovative technique of promoting by detailing the elements, characteristics, advantages, and disadvantages of advergames to achieve communication goals.
TopConcepts In Digital Marketing
Digital Marketing is defined as “achieving marketing objectives through applying digital technologies and media” (Chaffey & Chadwick, 2012)
This definition explains the use of different online communication channels such as social media, online advertisements mail marketing, search engine marketing to achieve an organisation goals of customer acquisition, customer satisfaction and customer retention.
Digital marketing, which continues to be integrated with multichannel campaign management, includes addressable branding/advertising, contextual marketing, social marketing and transactional marketing. Digital marketing extends the marketing process through channels such as the Web, video, mobile and social applications, point-of-sale terminals, digital signage and kiosks. (Gartner, 2017)
Table 1. Benefits of digital marketing (Adbot India, 2017; Oza, 2017; Yasmin, et al., 2015)
| Update new products and services | Digital Marketing helps the customer to know about new offerings in the market. For example NARS, a cosmetic company uses Snap chat as a digital marketing strategy to launch their new collection |
| Information about products and services | Customer can get effective and large amount of information by browsing the internet about their products they want to buy |
| 24*7 shopping/ Instant purchase | Buying and selling of products is available all the time. Customer can purchase the product as per his/her convenience. |
| Transparent/ low cost pricing | This is very cost efficient and transparent method to cater large audience in a nanosecond(very less time) |
| Trackable, measurable results | The results of Digital marketing are easily measurable with web analytics and other metric tools to check the effectiveness of promotional campaign. |
| Personalisation | The more customer purchases on the website, the more marketer get personalise with customer and market effectively to them. |
| Engagement/ Wider reach at low cost | A wide promotional campaign can reach to millions of audience with smaller investment. For e.g. Forever Diamonds use digital marketing campaign to reach and engage customers for less than $1 per engagement. |
| Social currency | It helps to gain social currency by engaging campaigns through different types of media. It contains viral messages which transfer from one person to another |
Key Terms in this Chapter
Marketing: It stands for identification of the needs of customer and satisfying them with different means.
Brand Awareness: The extent to which individuals are conscious about the particular product, brand, or service.
Digital Marketing: The electronic techniques which are used by marketers to reach to their customers and to sell their products and services.
Hierarchy of Effects Model: It is multistage process which converts brand unawareness to brand loyalty with various stages in between such as brand awareness and brand preference.
Advergames: The type of games containing commercial messages used to attract and retain their audience for a long duration of time.
Brand Engagement: It is defined as a change in cognitive processes of an individual into final purchase of the product or service or brand.
Relationship Marketing: The use of different marketing strategies to sell their products and services by building and maintaining cordial relationship with the customers.