Digital Marketing Strategy in Blockchain Gaming Industry. Case Company: RBL Labs
Vo, Ngoc Thi Hoai (2022)
Avaa tiedosto
Lataukset:
Vo, Ngoc Thi Hoai
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204225676
https://urn.fi/URN:NBN:fi:amk-202204225676
Tiivistelmä
This study was commissioned by RBL Labs, a game studio that designs and releases games about Non-fungible token (NFT). While the company is active on some digital channels, it does not have a long-term social media strategy. The goal of the thesis was to give valuable information about digital marketing and social media marketing activities that should be considered within the company, what should be learned from the market and community, and how a marketing strategy is created comprehensively. This research focused on Facebook, Instagram, and Twitter, the three company’s most popular social media channels.
The thesis work was done in three steps. The first step was to explore the theory of digital marketing by doing desk research. In the second step, the author used the SOSTAC ® planning model to discover and support the digital marketing plan. The SOSTAC ® planning model comprises six components: situation analysis, objective, strategy, tactics, action, and control. This discussed the benefits and challenges of social media and social media trends in the gaming industry in 2022, social media engagements, and trending content.
Thirdly, the thesis conducted a SWOT (Strength - Weakness - Opportunity - Threat) analysis to understand the strengths and weaknesses of the company internally and externally. Competitor analysis was used to learn how three significant NFT game firms manage their social media operations, what type of content they use, how frequently they post, and how their audience reacts to their efforts. This thesis also used survey-based research to map the social media preferences of the case company's community.
The most important findings of the research indicate that most of the company's audiences prefer using Facebook as the main social media. Additionally, the audiences are interested in having short content. Image is the most preferable content among video and text. The result of the survey indicates that people like helpful and trending messages while following the company’s social media channels. Lastly, the audiences enjoy having new content in the evenings.
The conclusion of the thesis summarises what was learned from the theoretical framework and combines it with the findings of the research to offer appropriate insights for the company's digital strategy. The case company may improve its social media efforts and successfully prepare for its game launch using the recommendations provided.
The thesis work was done in three steps. The first step was to explore the theory of digital marketing by doing desk research. In the second step, the author used the SOSTAC ® planning model to discover and support the digital marketing plan. The SOSTAC ® planning model comprises six components: situation analysis, objective, strategy, tactics, action, and control. This discussed the benefits and challenges of social media and social media trends in the gaming industry in 2022, social media engagements, and trending content.
Thirdly, the thesis conducted a SWOT (Strength - Weakness - Opportunity - Threat) analysis to understand the strengths and weaknesses of the company internally and externally. Competitor analysis was used to learn how three significant NFT game firms manage their social media operations, what type of content they use, how frequently they post, and how their audience reacts to their efforts. This thesis also used survey-based research to map the social media preferences of the case company's community.
The most important findings of the research indicate that most of the company's audiences prefer using Facebook as the main social media. Additionally, the audiences are interested in having short content. Image is the most preferable content among video and text. The result of the survey indicates that people like helpful and trending messages while following the company’s social media channels. Lastly, the audiences enjoy having new content in the evenings.
The conclusion of the thesis summarises what was learned from the theoretical framework and combines it with the findings of the research to offer appropriate insights for the company's digital strategy. The case company may improve its social media efforts and successfully prepare for its game launch using the recommendations provided.