"Hello, I'm Ye Xuan, the 23rd is the start of school, are you ready?"
Not long ago, I received another call from a game telemarketer, but this time I no longer hung up the phone as coldly as before, but listened to the whole phone. But before that, you should be like me, and you should be sniffing at the telemarketing of the game. So where did this shift come from?
Telemarketing with a sense of cheapness
For players, the real-name system of authentication and the reservation of various platforms will always expose their mobile phone numbers to different manufacturers and platforms, so basically all players are deeply disgusted by the marketing calls of mobile games, although players express strong dissatisfaction with this promotion method, but this marketing method has a long history.
Since the landline era, telemarketing has always existed in the marketing market, even now in all walks of life will be widely used in this way, although the conversion efficiency is low, but in today's intelligent voice and low-cost traffic costs, this marketing method although the effect is not good, but it is better than convenient and cheap. But because of this, telemarketing has made no progress in content for many years, and it has become a situation of "listening to the breath and knowing what you want to say next is faster than the speed at which you open your mouth or the speed at which I hang up the phone".
As a result, "the lower the cost, the worse the effect, the more disgusting the user" has become the definition of telemarketing. This kind of game telemarketing generally comes from those unknown manufacturers and games, they get the player's phone from some channels, they will desperately push relevant content to the player when their game is launched, including text messages and phone calls, and Apple users' iMessage is the hardest hit area of the marketing method, I have a friend, there are more than 2,000 unread text messages in the mobile phone, of which 90% are spam messages pushed by iMessage, and in these spam messages, 20-30% are It's from the game's ads, and the number of game ads depends on the number of games you book on different platforms. However, fortunately, it is rare to see game advertisements from major manufacturers, and even if there is, it is the opening message pushed after confirming the reservation.
Spam
In the same way, the more users resent, the more sales do not care, because the acquisition of user information is cheap, so in many manufacturers that lack specifications and binding force, they will do some intelligent voice, when the player answers, a sense of cheapness comes to the face, and finally makes the player want to insult two sentences can not find the object, because the other party is really a "emotionless telephone voice".
As a result, telemarketing, which was born in the 1980s, has become an offensive marketing tool today.
Is telemarketing the only way to do that?
In the field of games, the real estate consultant has become a mobile game consultant, but in the content of telemarketing, it is not a change of soup. A property consultant may tell you when you visit a new property, you will receive a beautiful gift. And the mobile game consultant will tell you that if you download so-and-so games, you will get VIP level, limited fashion, yuanbao diamonds, etc.
In terms of knowledge, there are dozens of questions about "mobile game consultants", and there are many answers under each question.
Players who are deeply troubled by mobile game consultants
Everyone's experience is very similar, so everyone's reaction attitude is the same: emotions are angry, and behavior is a choice to complain. The main problem with this is the "feeling of cheapness without emotion". So, we think backwards, if telemarketing becomes emotional, will the player's perception of it change?
Ordinary telemarketing is basically based on female voices, and the opening words after answering the phone are basically the same: "Hello, I'm xxx's consultant, is it okay to delay you for two minutes?" However, not long ago, the telemarketing of NetEase Games' "Painter in Time and Space" subverted this decades-long telemarketing model.
"Hello, I'm Ye Xuan, the 23rd is the start of school, are you ready..."
Reading out this content is the voice actor Jiang Guangtao, the character of "The Painter in Time and Space", Teacher Jiang Guangtao, on the one hand, Teacher Jiang Guangtao's voice is magnetic and full of emotion, I have heard it on many occasions, on the other hand, "The Painter in Time and Space" is a game that I have booked on the official website before, and I have a certain understanding of the game content. So when a magnetic Voice of Ye Xuan rings in my ears, I already realize that it's a telemarketing, but I've never been exposed to this type of telemarketing, so I'm happy to listen to it.
In the whole paragraph, except for a time when the school started, the name of the game was not mentioned at all, if it was not a player who had booked the game, he might not realize what the content of the phone represented, and at most he would only think that the voice on the other side of the phone was very good. The content in the phone is also an immersive experience, Ye Xuan will tell the player the start of school (opening time) and the precautions for the start of school (immersive experience), because this is the official website reservation user experience, so why for "Time and Space In the Painter", this way of marketing will make players buy it?
"Journeyman in Time" does what the player wants
"Journeyman in Time and Space" is a story-led multi-time love adventure mobile game, and female players have a strong interest in this game. And this game is voiced by well-known voice actors such as Ajie, Xia Lei, Jiang Guangtao, Xie Tiantian, Zhao Lu, etc., and even passers-by who meet by chance in the game will have corresponding voices and names. Such a large-cost game development investment has strengthened the immersion and plot expression of the game to a certain extent.
In recent years, the Chinese game market has paid more and more attention to voice actors, so that the "voice actor economy" has begun to take root in the Chinese market. In Japan, the "voice actor economy" has formed a very mature operating path, and there are many cases to follow, such as the famous Japanese voice actor Kaori Hanazawa whose strong appeal has not lost to film and television stars, including Nitta Keihai, Iwa Apricot Tree, Great Siya Jiuri and other voice actors in the "LoveLive! " series has allowed fans to transfer the correspondence between the second and third dimensions to the voice actors, providing the necessary prerequisites for the successful operation of the "voice actor economy".
Similarly, in "The Painter in Time and Space", the addition of well-known voice actors such as Ajie, Xia Lei, Jiang Guangtao, Xie Tiantian, and Zhao Lu not only injects soul into the character, but also becomes a major selling point in the game, and many female players are fascinated by it. Therefore, telemarketing with voice actors as the selling point can naturally impress this group of players.
In addition to the opportunity for reservation users to receive calls from different characters, "Painted Traveler in Time" also adopts the method of letting players take the initiative in telemarketing, and during October 18-22, players can actively dial the following phone numbers to hear the message messages of different characters in the game.
Interestingly, when the official announced this event on Weibo, each phone needed to deal with thousands of calls at the same time, and in the enthusiastic "anti-telemarketing" of players, several phone numbers actually had a brief arrears, making the official have to continue to widen the line.
After the event began, players uploaded phone recordings to Station B, and in just two days, there were more than 140 video submissions, as well as warm reminders between players, introducing warm tips such as actively turning off the anti-harassment mode and setting the official phone as a whitelist. It can be seen that telemarketing does not only exist in the low-end market, for some market segments, telemarketing may play a miracle effect.
How should telemarketing be done for players?
Can't all games replicate this operation of The Illustrated Traveler in Time? Of course, this is not possible, because two-dimensional players are very interested in this immersive experience, and it does not mean that other types of players will buy it. In terms of the national war theme, this kind of player pays more attention to the time of opening the new service and the opening of the activity; in the SLG theme, this type of player will pay more attention to the battle time and the battle situation news, so for different players, the way of telemarketing should be different, which is consistent with the goal of telemarketing, which is to arouse the interest of the player, gain the trust of the player, and finally achieve their own purpose.
In fact, whether it is the game industry or the traditional industry, there should be many ways of telemarketing, but the biggest premise is how to collect user information under the premise of legal and reasonable and obtaining user permission. In the game industry, the practice of large manufacturers in this regard is more in place, generally after booking on the official website, some games will have SMS push, and very few will have telemarketing. After some Android channel reservations or real-name registration in mini-games, the information is easily leaked.
Under the premise of a wide variety of game products and rich IP, gamers should have enough creativity to do telemarketing, but as we said earlier, the lower the cost, the worse the effect, the more disgusting the user" The vicious circle makes telemarketing become the most hated marketing method for players, and it is not so simple to change this model, in addition to careful marketing, it is more important to make players agree and allow, otherwise even the best ideas can only become "spam".