BASIC DEFINITIONS OF DIGITAL MARKETING MANAGEMENT IN THE FIELD OF GAME MARKETING
Journal Title: Інноваційна економіка - Year 2017, Vol 68, Issue 3
Abstract
Purpose. The aim of the article is the study of the basic tools of digital marketing, basic definitions of the essence of marketing of games and establishing the place and role of game marketing in the digital marketing mix and management of digital marketing. Methodology of research. Theoretical and methodological basis of research are fundamental tenets of modern economic science and research work of scientists. The study used general scientific methods including: a method of analysis and synthesis - to study the process of formation and development of digital marketing and marketing games; method of theoretical generalization - to justify the development of digital marketing strategy in marketing games; calculation method - to calculate the number of people participating in a game or return to the game every month. Findings. Established that digital marketing is growing rapidly, and marketing of games is one of the newest areas of digital marketing. It was revealed that in Ukraine there are no articles describing the basic metrics of efficiency of promotion of games, there is virtually no literature that has a full description of the game and promotion applications. Some definitions were founded describing features of the marketing process of promotion of games abroad. In these conditions all the theoretical research it is necessary to carry out on the example of real games using methods of marketing experiment. Originality. It is justified essence, algorithm and values of the "number of monthly active players (MAU)", which helps to determine the value of the company and shows the number of users participating in a game or return to the game every month. Practical value. The results of research are useful to game developers, buyers of traffic and managers of digital marketing, working with computer and mobile games, mobile applications or marketing partner networks. All marketing metrics are used in almost all areas of digital marketing so they can build an understanding of business processes in the Internet.
Authors and Affiliations
Iryna Zlatova
Keywords
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BASIC DEFINITIONS OF DIGITAL MARKETING MANAGEMENT IN THE FIELD OF GAME MARKETING
Purpose. The aim of the article is the study of the basic tools of digital marketing, basic definitions of the essence of marketing of games and establishing the place and role of game marketing in the digital marketing...