Research On Advertising Strategy Of M Mobile Game Company

Nowadays,the mobile characteristics of the Internet field have become increasingly obvious.As a typical industry product in the era of Internet mobility,mobile games have become the first choice for many users to spend entertainment on mobile phones with convenient download and installation methods,simple and easy-to-use operations and rich and interesting playing methods.In order to attract more new users to download and even consume,many mobile game companies will adopt multi-channel advertising to push advertisements to the target user groups in the corresponding regions,and through continuous creative optimization of advertising content,in order to obtain more advertising clicks and new users to download.Among them,there will be many users who have downloaded the game,but have not completed the registration for the game experience,and have not paid.Therefore,more and more mobile game companies begin to consider and optimize the input-output ratio of mobile game advertising.They will not only pay attention to the clicks and downloads of advertising content,but also pay attention to the comparative trend of new users’ actual payment revenue and advertising expenditure.This study mainly uses literature research,funnel analysis and interview to carry out research work,deeply analyzes the details of the advertising team of M mobile game company,studies a set of overall advertising strategy suitable for the current situation of the company,so as to improve the transformation effect of each link in the delivery process.Firstly,it introduces the background and significance of this study,describes the research objectives and contents,and expounds the contents and methods of the overall research;secondly,it introduces the basic concepts,analysis tools and important literature of current programmed advertising and advertising strategy,which provides a theoretical basis for studying and designing advertising strategy suitable for M company;thirdly,it introduces the general situation of M mobile game company’s business and advertising team,as well as the current situation of advertising cost and strategy,and then finds several fundamental problems and causes of M company’s advertising strategy through the combination of funnel data analysis and member interviews;finally,combined with the relevant theoretical research and research results,it is proposed to improve the effect of exposure,click,registration and payment after advertising through the upgrading of hot time delivery,systematic content production,product registration experience,flexible adjustment of media and regional strategies,and through instrumental construction and performance appraisal assistance,strengthen the effective implementation of the launch strategy,and give corresponding safeguard measures from the company’s system and training level.This study takes M mobile game company to establish a perfect advertising strategy as the main line,according to the theoretical basis of advertising strategy and combined with M company’s existing business,this study has formulated a series of matching strategy research schemes,in order to help employees better complete their own work according to the requirements and effectively promote the company and employees to maximize their value.