The thousand-person webmaster lecture jointly sponsored by "Webmaster" magazine and Anhui Internet Alliance has reached its 25th issue. In this issue, we invite Zhou Qiao. 52pk Game Network is China's leading online game media and is currently owned by Tianji Media. It won the Golden Ling Award for "Best Game and Animation Online Media" last year. Zhou Qiao, who serves as CEO of 52PK, has extensive experience in game product market operations and game media platform operations. In particular, he has a deep understanding and research on the game website industry of webmasters. The main lecture group, live broadcast group, and broadcast group (a total of 1,500 people) are full. New webmasters can add 500 people. Four new groups have been opened for the lecture: 27915544. It is free to participate, but please respect the learning environment. We will contact webmasters who never speak at any time. Let more webmasters who want to learn come in.
The following is the transcript of this lecture:
Qiao: Dear webmaster friends, hello everyone, I am Zhou Qiao from 52PK. Like many webmaster friends, I also started a grassroots business from scratch. This time I will mainly share with you my understanding of integrated marketing of game media over the past eight years. We can learn and discuss together. Webmasters who are already engaged in or wish to engage in the development of game websites are also welcome to join us. I communicate more.
Let's talk about the media first. What is the media? In ancient times, everyone must be very clear about the meaning of "matchmaker", which means the intermediary of marriage. Since its evolution, the content of "media" has also become richer. Generally speaking, it can be called an intermediary of "information and communication". The media is the platform for information intermediary (dissemination).
We know that for a successful matchmaker, she can rely on her rich experience, research, analysis, and negotiation to match up completely unknown men and women, and her merits will be perfect. This is one of the simplest forms of integrated marketing. The following focuses on sharing with you some integrated marketing types and methods commonly used in game media:
1. Integration of advertising and resource recommendation
The integration of advertising and resource recommendation is one of the main business models of game media today. Different from traditional monthly advertising, game media’s advertising and resource recommendations are scheduled.
The scheduling method refers to arranging each advertising position and resource recommendation position on the site, and listing the scheduling table in EXCEL format according to time. Of course, we also need to provide customers with accurate screenshot reports, advertising and resource recommendation effect evaluations, advertising delivery analysis, and suggestions for improving advertising and recommendation marketing strategies.
For example, a game has XXX million yuan of advertising placed on 52PK in April. Then we need to analyze the promotional characteristics of this game, communicate with the manufacturer, and design advertising schedules and resources for different locations and time periods in April. Recommended schedule. This is a typical form of integrated marketing of on-site resources. 52PK treats every customer with careful analysis and research, and formulates reasonable and effective advertising and resource recommendation schedules for game customers. Customers obviously don't know your site resources and user distribution better than you do. The advantage of this is that they can make better use of various advertising positions and resource recommendation positions on the website to ensure the accuracy of marketing.
2. Integration of marketing services
In addition to advertising and resource recommendation services, marketing services are also particularly critical for game media, such as PR release, PR originality, public opinion guidance, topic planning, event tracking, activities, etc. I just watched the last lecture. WEB development network Gu Wenkai mentioned the example of "street stall man". You can read it now.
All these marketing services in 52PK are not independent, and they are certainly not done behind closed doors. For example, when an online game is officially launched and begins its internal testing phase, the market and sales communicate with the operator, editors participate in evaluations and comparisons with similar games, reporters conduct interviews, plan corresponding topics, and hold related internal testing activities to form rich marketing content. Jointly promote on 52PK and more than 300 52PK partners through PR, special topics, activities, posts, etc.
We can clearly see the relevance of these services. For example, without detailed preliminary evaluation, it is impossible to do a good topic, reporters cannot ask targeted questions, and there is no way to discuss subsequent marketing strategies. Therefore, the integration of services is on the game website. Mediaization is particularly critical.
3. Cross-platform resource integrated marketing
Nowadays, many senior executives of operators will come to me, and they will say, "I am going to launch this game, please give me some promotion suggestions." So I told him 52PK and 52PK related resources, and made targeted recommendations for him. A complete set of marketing plans
Cross-platform integration mainly depends on the strength and background of the media, so it often takes years of accumulation for game media to integrate cross-platform resources. The same is true for the entire online media. Only when sufficient cross-platform resources are established can the value of the media be gradually reflected.
For example: for a certain animation game, in addition to providing advertising, resource recommendations, and marketing service integration, 52PK will also provide the game with resource integration from related animation groups to ensure strong and effective promotion efforts and actual results. If Lao K has an animation website, I will also integrate the corresponding promotion to him.
Speaking of which, I don’t know if there are any Wenzhou people here. I admire the Wenzhou people’s team spirit. They will understand each other and integrate to maximize their interests.
4. Online and offline integrated marketing
The promotion of online games is by no means limited to promotion on the Internet. Almost all successful online games have established a good offline marketing system. These include: campuses, Internet cafes, exhibitions, and salons. As a game media, how to integrate these offline resources and combine them with online is critical.
Let’s give an example: this year 52PK will host events in 200 universities. We will not only establish close ties with universities and manufacturers, but also organize an offline CS competition through an integration strategy of online and offline activities. It only takes 4 hours, but the preparation, promotion, relationship organization and planning of CS competitions require a lot of time and energy. Online is a good way to solve this problem. Moreover, online promotion after an event is very important.
As a game media, you must attend and participate in exhibitions like Chinajoy. Chinajoy is not just an exhibition, it is also a good opportunity for industry exchanges and resource integration every year. We have set up a booth since last year and will continue to do so this year. We will share our booth as much as possible with manufacturers who do not have a booth to provide them with the opportunity to display their products. Similarly, the online derivatives of Chinajoy are also very important. Every year after Chinajoy, some "Internet celebrities" will be born. Chinajoy beauties are also a topic that everyone talks about after the conference. Among them are the media's public opinion guidance and online Planning and marketing integration.
Under the integration of online and offline, the concept is:
1. How to make full use of the offline resources and relationships of the media to provide practical and effective promotion for the operation and promotion of the game;
2. How to amplify the online influence of offline activities or initiatives and lengthen the influence cycle.
5. Others
In addition, there are many ways to match marketing. No matter what, as a game media, it is fundamental to provide good products and services to game players and provide practical and effective solutions for game promotion. While we focus on marketing integration methods, we should also pay attention to customer effects and feedback, and continuously improve our competitiveness.
The most difficult point here is the establishment of integrated marketing standardization. Because of the relationship between methods and time, I will communicate with you about marketing standardization later. So far, 52PK has provided promotion services for 400 online games and established business cooperation relationships with most game operators in China. Relying on Tianji Media resources, 52PK has established cooperative relationships with 320 comprehensive and local portals. In terms of marketing, Basically on track. At this stage, I am focusing on enhancing our competitiveness in product and market operations. In the next 1-2 years, I believe that 52PK will definitely bring more game database products, new website products and even desktop products to everyone. I hope all webmaster friends will pay more attention, communicate more, make more suggestions, and cooperate more. Thank you everyone!
Advice for grassroots webmasters
Qiao: I mainly share with you one of Lao Mao’s thoughts. Before talking about this, I would like to first say that a mature Internet company has many aspects. For example, there is a content department, product department, technology department, marketing department, sales department and management. In the early days of my business, there were only 1 or 2-3 people. This is Lao Mao's idea of "concentrating superior forces". Let's discuss it freely, thank you all.
Interactive session:
Question: What is PR in the game?
Answer: PR is commonly known as public relations draft:)
Question: Hello, Mr. Zhou, can you share with us your team management during the development process, as well as the coordination and tacit understanding between various departments?
Answer: For team management, you must first have a clear strategic idea, then make a clear plan and budget, and then choose good generals to cooperate with you. Of course, you can also do it if you are strong yourself.
Question: Mr. Zhou, I am currently working in the SEO industry. I am positioned as a regional service consultant and operate for about 20 days. I am mainly a "marketer first" to develop regional markets. Do you think it is meaningful for me to do this? In addition, Is there anything I need to pay attention to in this form of service consultant?
Answer: It is recommended to find typical customers, come on
Question: Mr. Zhou, many webmasters have died on the way. I wonder what has allowed you to persist until now and succeed? Thank you.
Answer: First of all, I like this industry, and secondly, I am good at integration. I didn’t spend a penny to get a dedicated server and bandwidth in the early days. This was in 2000.
Question: How did you go from being an individual to a company? I really want to know about this process.
Answer: I established the company the next month when I made my first official revenue from the manufacturer. All the money I earned in the early stage was invested.
Final summary: In this lecture, Mr. Zhou took time out of his busy schedule to briefly introduce his personal views on "Integrated Marketing of Game Media" with his many years of operational experience. Although there is still a communication gap with many grassroots webmasters due to his rich qualifications, Some webmasters do not yet have a clear understanding of the marketing ideas of game media, and their understanding is not deep enough. However, they have still been recognized by the vast majority of webmasters. In particular, the content of the speech will provide more game portal webmasters with a higher level of understanding. Level Stepping provides very good guidance. According to Mr. Zhou's wishes, a fierce QA interaction was launched directly in the group, making the atmosphere at the scene heated. The next issue will be the twenty-sixth since the launch of our webmaster lectures. We have invited Wang Si of BD Home, a well-known domestic cooperation expert, to share the key points and precautions of BD cooperation and promotion with participating webmasters. Therefore, the next lecture is definitely a classic and should not be missed. Interested webmasters can participate in the interaction, but if you are sending AD, this is not required. Thank you for your support. See you next time. The main lecture group and the live broadcast group are full. New webmasters can add 500 people to the lecture broadcast group: 27915544. We will provide free public welfare services forever, but members who do not speak for a long time will be punished.
Special reminder: The first Internet Expo (http://net.isc.org.cn) will be held at the Shenzhen Convention and Exhibition Center from June 26th to 28th. At the same time, the Southern Webmaster Conference will be held, so stay tuned.
Special thanks: This lecture was supported by China Webmaster Network, admin5 Webmaster Network, Laggard, Grassroots Network, China Webmaster, China Website Construction, Webmaster China, Web Development Network, Aiju, Wola.net, "Webmaster" Magazine, The website is fully supported by many well-known webmaster-related media such as Z Weekly, Mi Software, and Portal Communication, as well as the technical support of Yanhuang Network, a well-known domestic IDC service provider. This lecture will be released on the above-mentioned webmaster media at the same time, and I would like to express my special thanks.
This article is contributed by the webmaster of http://www.ahunion.org!