The Digital Marketing Lesson of Pokémon GO
Much of the
population has heard of the app Pokémon GO. Many people are even playing
Pokémon GO making it the biggest mobile game in U.S history. The app uses the player’s smartphone location
and camera functions, and excites and motivates players to go a location to catch
the Pokémon. The “pocket monsters” seem
like they pop up in random places. In
reality, the developers of the game used many years of Google Maps to find the
locations they wanted to plant the Pokémon.
Companies and marketers could not be more excited for this because they
knew it would create foot traffic.
McDonalds became the game’s first huge sponsor by adding about 3,000 PokeStop
locations in Japan. This marketing
application not only helped the app generate revenue by sponsorships, but it
helped McDonalds by getting more people in the door. Other companies such as Foursquare and
Facebook saw the early success of this marketing campaign, and moved quickly to
add advertisements, and create reward program to customer that use the Pokemon
Go app.
Digital
experience is the mingling of the digital and physical worlds. Successful marketers know how to use the data
and information they are given to adapt to their customers habits and
tendencies. They use it to constantly make the customers experience more enjoyable
when interacting with their brand. “But
the best marketers understand the importance of “magic”—those intangible
qualities that tug on consumers’ emotions and make a product more alluring. The magic of Pokémon GO is
especially ingenious”. This app uses
research, data, and algorithms to give the magical experience to the users.
This app has also created many opportunities and ideas developers are working
on in the future. One good example is a
grocery store app where people can type in a recipe. With the list of ingredients the store can
route the customer through the grocery store to easily find each ingredient
ultimately improving the overall customer experience.
For the industries and marketers who can master the balance
of the virtual and real world, the result is a kind of digital magic that
allows the companies not just personalize and perfect customers’ experiences,
but to exercise the cycle of testing, learning and adapting that has helped so
many technology companies find success.
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