Marketers Experiment with Social Games!

Social gaming exploded in 2010. Addictive apps like FarmVille and Mafia Wars grabbed the attention of social network users, the press—and marketers. eMarketer forecasts social gaming revenues will surpass $1 billion this year.

Most of those dollars will come from virtual items purchased by the 61.9 million internet users who will play social games this year, according to eMarketer estimates. That represents 27% of the US internet audience and will rise to 29% by 2012.

“That is a spectacular number considering that this form of gaming took off in earnest less than two years ago,” said Paul Verna, eMarketer senior analyst and author of the new report, “Social Gaming: Marketers Make Their Move.” “Next year’s growth will be modest compared with the meteoric rise of this form of gaming in its first two years, but the projected increase will be healthy enough to sustain multiple opportunities for game developers, publishers, investors and marketers.”

For that reason, eMarketer’s projections are cautious. Data from Inside Social Games shows there were sequential decreases in cumulative worldwide monthly active users for the top 15 games on Facebook in the last four months of 2010. The index bounced back in January 2011 as a result of CityVille’s instant popularity, but there was a 9.6% year-over-year decline in January 2011.

How Marketers Can Experiment with Social Games

Emineo Media

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Website and Email Critical B2B Investments!

In a recent survey of business-to-business (B2B) marketers, traditional online tactics remain key to marketing success.

Just over half of B2B marketers surveyed told BtoB Magazine their budgets would go up this year, mostly by less than 15%. With a primary marketing goal of customer acquisition (69%), the greatest number of respondents expected spending increases to come from online (78%). By contrast, 44% said they would be spending more on events and 36% on direct mail.

Online, B2B marketers were most likely to report planned increases in marketing spending on their websites and email programs, followed by social media. These results differed in priority from those of a survey of general US marketers by RSW/US.

Among that group, 65% planned to spend more on social media, followed by 47% on email. RSW/US did not report on increases in website spending.

More than two-thirds of B2B marketers already used social media marketing as of December 2010, where the main focus of marketing efforts was brand building. Despite customer acquisition being B2B’s top goal for the year, less than half of respondents were using social media for lead generation.

In 2010, social media, websites and email each received a median of 10% of B2Bs’ online marketing budgets. Spending levels were higher on display and video advertising.

 Article

Emineo Media

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