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BizReport : Ecommerce archives : July 20, 2010


appssavvy: Virtual goods have real world potential

If you think virtual goods have little to offer in the real world, think again. A new study from Insight Express and direct sales and marketing hub appssavvy found that virtual goods marketing increases brand awareness, ad awareness and - best of all - purchase intent by significant amounts.

by Kristina Knight

appsavvy.png"The key to virtual goods marketing is, first and foremost, understanding the social activity taking place and then adding value to that experience," said Chris Cunningham, Co-Founder and CEO of appssavvy.

The appssavvy Social Activity study found that branded virtual goods increase brand metrics and can even be more influential than some mobile campaigns. Researchers found that virtual goods marketing:

• Increased brand awareness to 69%
• Increased purchase intent to 62%
• Increased mobile ad awareness to 74%
• Increased purchase intent 3 times as much as Mobile Internet Norms
• Increased 'aided awareness' 5 times more than Mobile Video Norms
• Increased ad awareness 10 times more than Online Tech Norms

The full study may be found here.

"The potential to engage target audiences, not only in a unique environment, but with an innovative format - virtual goods - is tremendous," said Joy Liuzzo, Senior Director Mobile and Marketing with InsightExpress. "[We] haven't seen results like these for more than two years."

Here is one example from the study. The Powermat campaign used a sweepstakes promotion through MyTown, giving consumers an 'enter to win' call to action. Consumers could win a Powermat Wireless Charging System for iPhone. Using 'receipt recall', researchers found recall of the game system increased to 43%, recall of scratch offs increased by 74% and recall of the fully charged mobile phone increased by 19%.






Tags: appssavvy, ecommerce, social activity, virtual currency, virtual goods marketing








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