The creators of Pokemon took the world by the storm earlier this month with the release of the augmented-reality gaming app, Pokemon Go. From police departments and libraries to museums and community colleges, many marketing professionals across the nation found a new marketing ploy.
But, is a Pokemon Go strategy essential to Internet marketing in today’s world?
Here’s why you don’t need a Pokemon Go strategy to find success in the Digital Age.
Many media organizations are already capitalizing on the Pokemon craze– creating content-driven marketing strategies that aim to drive analytics for online user engagement. At the national level, competition boasts the likes of the New York Times and Vox. But, the competition doesn’t end there. The issue runs deeper considering the many small and medium-sized media outlets looking to capitalize on the fad.
Stephan Hovnanian, of Inbound Marketing, said the “conversation is ripe for marketers who simply can’t resist the urge to newsjack this trending topic, and clamor for viral attention that may have absolutely zero meaning for them or their business.”
A marketing tactic is only as successful the audience base deems allowable. Attention to demographics will determine whether the investment proves to be a lucrative venture. Ultimately, success is a product of the amount of time allocated toward planning and executing the concept.
Who's playing #PokemonGo? ✨ pic.twitter.com/ZjymmuXUzR
— Pokemon Go-Topia! (@PokemonGoTopia) July 28, 2016
Driving increased traffic toward a website, business, or social media platform doesn’t always equate to success. In the case of content marketing, sometimes doing less is more effective. The time and energy spent developing a Pokemon Go strategy are better spent creating a marketing plan that is digital-first.
As German Lopez, of Vox, said history does not always side in favor of the marketing professional riding the coat tails of a fad.
“Pokémon Go isn’t the first augmented reality game — and it won’t be the last.” – Lopez
Reacting to the Pokemon Go craze is an avenue many marketers are pursuing. But, that doesn’t mean it’s effective for all businesses. Like anything that is new, or trending, it’s better to be first than last. If a Pokemon Go strategy is necessary, marketers should strive to launch that campaign around the release date.
In times where newsjacking is worthwhile, it’s important to capitalize on the campaign in a way that is effective, not defective.
So, what is successful newsjacking and what does that look like?
To be clear successful newsjacking relies on timing and significance. Holidays, annual celebrations, and seasons tend to play a role in shaping a marketing plan. The tactic often calls for careful planning to make sure the marketing agenda is backed at the optimum level.
FYI, Pikachu is hanging out outside @Lollapalooza's main entrance right now. https://t.co/GzlkV1hK1J #PokemonGO pic.twitter.com/gXNU9LP090
— WXRT Chicago (@93XRT) July 28, 2016
Some small and local businesses are seeing some success in following the wave of the Pokemon craze. The emergence of Pokestops often drives consumers to these establishments when owners post signs welcoming Pokemon trainers to make a pitstop.
Bigger companies are also using the phenomenon to strike a chord with consumers. The market is virtually open to all who embrace the craze, whether the campaign driving up sales for mobile phone chargers or other tools viewed as essential to Pokemon trainers.
Here are some observations to consider before you decide to put together a Pokemon Go strategy today (if you haven’t already):
- First off, nostalgia tends to drive audiences back to a certain phenomenon, even after they’ve been in the public eye for son long. Interestingly enough, part of this idea appears to work for the creators of Pokemon Go.
- Active experience is another key component driving community engagement. The chatter surrounding the popular franchise is buzzing. Why? Interactive experiences appear to be a driving force in today’s world. For comparison, take a look at books, movies, and music. These passive experiences are evolving to excite consumers whenever they incorporate the powers of video and audio. That said, the more a marketing ploy aims to get people talking, the better the results found.
In the end, the decision to develop a Pokemon Go strategy comes to down to knowing what moves an audience. It is hoped that taking these observations into account helps marketers stay ahead of the curve.