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Online Auctions - An Indirect Branding StrategyCopyright © 2008 T.C. GaityWhile many people use the web for research and education, millions of people still jump online for fun and entertainment. Games and puzzles have long been a popular online activity, and continue to draw thousands of visitors each day; whether people want to test their skills, win prizes, or even develop a new hobby, they can be found visiting the web’s top gaming sites on a daily basis. These high-traffic communities are an attractive platform for online advertising, banner ads, text links, and branding campaigns. With the tremendous shift towards online activities over television and other forms of entertainment, it has become increasingly challenging for advertisers to reach their target market in a unique way. Any company or brand that sponsors online games or activities is in an ideal position for reaching their target market; the users are happy, engaged, and are much more likely to make a positive connection with the logo or messages presented to them. Online Gaming Sites: The Community Awaits High traffic gaming sites are some of the fastest-growing communities on the web, and are made of a wide range of users. Few community websites on the internet can grow as quickly as an online game site, and the snowball effect means any company or brand involved with sponsoring the site can enjoy a significant advantage over competitors. Building a brand around a game, or vice versa, is an effective way to attract a particular group. Whether players are looking for a new contest, a tournament, or simply a prize drawing, the sponsor of that game is likely to ‘stick’ with each participant. The demographic makeup of these sites generally depends on the types of games, themes, and ages of the players on the site. These visitors tend to spend long periods of time on the site exploring, interacting, sharing information, and clicking on banners and links. The important thing to remember with the activity on gaming sites is that visitors are navigating the site voluntarily; they are willingly clicking on links and banners as they explore, and this is a tremendously valuable opportunity for advertisers to present relevant information, links, and products. The Rise of Online Auction Sites The most popular online game sites are those that include extra incentives for participating. People enjoy being a part of games they can win frequently, and are much more likely to participate when they can ‘cash’ in their prizes for something larger. Online lottery sites, word games, puzzles, and skills-based contests are thriving on the internet, but only a few can maintain a high level of users for an extended period of time. The addition of online auctions makes these games sites even more attractive for participants of all ages because each visitor has an incentive to keep playing. Online auction sites are designed to encourage gamers to cash in their winnings for real prizes - this opportunity is enough to keep visitors coming back, playing regularly, and building their own online gaming identity after just a few plays. Online auctions also help build a community, as users can trade personal goods and cash in their winnings for real merchandise. The Value of Online Auctions for Marketers Tournaments, contests, and simple skill-based games can keep people occupied for hours, in an informal, relaxed, and casual setting - and this usually happens in the comfort of the participant’s home. Players are relaxed, focused, and paying attention to the website and activities at hand. This is an ideal setting for marketers and advertisers to reach the customer, the same setting that TV advertisers have long profited from. Any logos, banners, text ads, or even branding messages can easily be weaved into this experience without offending or ‘spamming’ the user. Online auctions and game sites are an opportunity for advertisers and sponsors to connect with their target market, since people are much more likely to have a favorable impression of a new company or brand when it is linked to something they already enjoy doing. Branding in this form is appealing to many companies who cannot effectively reach their target market with other methods. As it becomes more and more challenging to reach specific groups on the internet, sponsoring a game or online auction site offers many benefits. Advertisers, sponsors, and marketing campaigns can all reach the rapidly growing games communities using an indirect branding strategy. About The Author:
*** Digital Reprint Rights *** *** Author Notification *** We ask that you notify the author of publication of his or her work. T.C. Gaity can be reached at: t.c.gaity@thephantomwriters.com *** Print Publication Reprint Rights *** If you desire to publish this article in a PRINT publication, you must contact the author directly for Print Permission at: t.c.gaity@thephantomwriters.com
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