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10 Reasons Marketers Should Play Pokemon Go
If you are yet to hear about Pokemon Go by now, you haven’t been outside recently. If you had been, you’d have seen people with their heads down, buried in their phones hunting for animated creatures and high-fiving one another when they captured one. But while it may look like a simple entertaining and intriguing mobile game, Pokemon Go has more to offer. So why did its popularity shoot up explosively within a few days of its release? It all comes down to strategic marketing tricks that other marketers can learn as well.
- Good branding can sell anything: Pokemon Go is loosely based on the system for Ingress, another location-based mobile game. Many people have never heard of Ingress while Pokemon is a brand that has been developed strategically for many years. The game may be good but without great brand, it would never have become so popular.
- Timing is everything: Pokemon launched at a time when schools were closed and everyone was looking for any excuse that would take them outdoors. This launch date was no coincidence. Moreover, given that Pokemon is more than 20 years, those who were kids at that time now have significant buying power.
- Social proof is important: Thanks to advancement of technology and internet, no one will buy something that hasn’t been reviewed yet. Social proof when it comes to Pokemon Go is visible. It’s almost impossible to not want to get involved once you see people get all excited about the same mobile game.
- Identity leads to loyalty: Many 20-something year olds across the globe grew up with Pokemon and this game gives them a chance for them to recall how they used to feel when they played the game in the 1990s. Moreover, one has to choose among three factions of rivalry. The ability of players to identify with one’s defeats and victories is a great way to stay invested.
- A weighty ad campaign isn’t always necessary: Pokemon Go didn’t invest a lot in advertising because there wasn’t need for it. Marketers should know that a huge advertising budget isn’t always necessary to be an effective marketer. Connecting with others is all you need.
- Rewarding an ongoing investment is important: Pokemon Go players get incentives as well as bonuses for leveling up, catching Pokemon, taking on gyms, and even walking. These rewards keep people playing, contributing to the continued growth of Pokemon Go.
- Low learning curves equal higher adoption rates: Despite the lack of formal instructions of tutorials, it’s easy for players to pick up on the basics of the application. Players can go research all they want, but the only thing they need to do is stay alert for phone vibrations, and walk around.
- Augmented reality is on the rise: If there is anything that marketers can learn from Pokemon Go, it is that augmented reality is increasingly becoming popular due to its ability to resonate with customer needs.
- Location data combined with mobile GPS is a game changer: Pokemon Go has successfully succeed in tying the online and offline worlds together. This has enabled it to drive a cohesive, engaged brand experience. This is something marketers can put into practice since the ultimate goal is to drive consumers somewhere, the same way Pokemon Go drives people out of their homes in a bid to capture the next Pokemon.
- Don’t jump on bandwagons: There will always be a new trend, technology or social platform that everyone’s buzzing about. And while marketers should be on the lookout for new opportunities, they should borrow a leaf from Pokemon Go and only implement what fits their needs.