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Feature: The Keys To Online Marketing In Video Games

"An online marketing audit is a key first step when marketing your game company or next video game," according to game marketer Duane Brown, who adds that listen
For video game marketers, listening is the crucial first step that should come before trying to take advantage of marketing opportunities in the digital and online space, according to game marketer Duane Brown. "An online marketing audit is a key first step when marketing your game company or next video game, and when entering the online and digital space," Brown writes in a new Gamasutra feature. "You should want to know where your customers and potential consumers are, and what they are doing online." Brown goes in-depth on the process of performing an online marketing audit, a key way to "listen" to consumers. In the video game space, he says marketers need to focus on three key areas: Company. -How is your company (whether developer, publisher, or something else) being talked about? -What is your brand and products' credibility and position? -Who (consumers, customer and or competitors) is saying all the items about your company? Consumers. -Where are your consumers playing your games online? -Are they talking on forums, blogs, or niche community sites? -Is what they are saying positive or negative, and is it true? Competitors. -Who are your direct and indirect competitors in the game space? -What are they doing online right now? -What are consumers and customers saying about them? -Is what they are saying positive or negative, and is it true? -Are your competitors listening when their customers ask for help or have a question? Brown additionally gives precise step-by-step instructions on how he performs an online audit for his clients. "There is something powerful in this day and age about what your consumers think. Take advantage of it," he writes. For more from Brown, read the full Gamasutra feature, available today.

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