Don’t waste money marketing to the wrong audience. Reach your video game target market using Google Analytics Demographics and Interests.
When we create something, either for ourselves or a specific audience, we tend to believe people like us or the audience we’re aiming for is the target market we’ll get.
However, that’s not always the case.
For the purposes of this article I’ll assume, at the very least, you’re using Google Analytics for the Web. Google Analytics can also be used for mobile games with Mobile App Analytics, or PC and console games through the magic of Google Universal Analytics which collects data from most all devices.
If you’re not currently using analytics, either for your website or your games, I’m genuinely terrified for the future of your company so please, stop reading this article and install some form of analytics now.
Google Analytics, in all its various forms, is free to use. Therefore, you’ve no excuse.
Marketing Doesn’t Work Without An Audience
Marketing is communicating the value of your game to potential customers for the purpose of promoting or selling it to them. And digital marketing is using digital techniques, programs and platforms to do just that.
The first step of any digital marketing effort is knowing who your video game target market is.
You can’t sell if you don’t know who you’re selling to. And so, it’s important to validate the assumptions you have about your game’s audience before you spend any money to get their attention.
Think of how costly it could be to market your game to people who, by and large, have little interest.
Activating Google Analytics Demographics And Interests
This is how Google explains their Demographics and Interests:
“Demographics and Interests data provides information about the age and gender of your users, along with the interests they express in their online travel and purchasing activities.”
The big idea here is to use this data to influence digital marketing decisions.
Here’s the quick and dirty way to enable Demographics and Interests in Google Analytics:
- Click the Admin tab.
- Select your Account, and then Property.
- Choose Property Settings.
- Turn on Advertising Features and Enable Demographics and Interests Reports.
And after that you’ll navigate to the Reporting tab and click Audience > Demographics or Audience > Interests to view your data.
It’ll take about 24 hours for that data to show up in your reports. However, you’ll want at least a good week of data before you using it for decision-making.
For more help and information view the Google Analytics help page for Demographics and Interests.
5 Ways To Use Your Video Game Target Market Data In Digital Marketing
Now that we have all that juicy data available to us here’s five ways you can use it to reach your video game target market:
1. Social Media
Use demographics and interests data to help choose the right social networks.
A whopping 42% of all women online use Pinterest. And 53% of young adults ages 18-29 now use Instagram, mostly women, and up 16% year over year.
2. Paid Advertising
Use demographics and interests data to hyper target with paid advertising.
Don’t let paid advertising be a crapshoot. Utilize tools like Facebook advertising that can hyper target an audience segment. And by hyper target I mean be creepy.
Also use your data to cut spending where it might be best spent otherwise.
Use demographics and interests data to influence communications.
If the majority of your audience is over 35 stay away from teenage colloquialism. Parents just don’t understand (see what I did there).
Or let’s say you like to get personal in your monthly newsletter. Stay away from topics that your audience might not relate to or that might turn them off. Cough. Politics. Cough.
4. Original Content
Use demographics and interests data to create original content.
Let’s say a big part of your audience is cooking enthusiasts (seriously, that’s a real category). You’d figure that would only be the case for casual food-based games, but you’d be surprised.
Shoot a short series of YouTube videos of you and your team cooking together. Hilarity ensues.
Keep these experiments short and track them wisely. The return on investment may surprise you.
Use demographic and interests data to segment your audience.
Audience segmentation means dividing your audience into groups based on their demographics, interests, behavior, media use and more.
You can do this with your newsletter software or paid advertising campaigns.
For example, let’s say there’s a segment of your audience who are car enthusiasts. And let’s say your team went out and drove race cars for the day. You could craft an email special for that segment as a way to engage them in conversation.
I’ve explained why its important in marketing to know who your video game target market is, how to validate assumptions with Google Analytics and how to use that data to plan for your digital marketing efforts.
Using demographics and interests data in your digital marketing, even in free digital channels like social networks, can help your efforts return above and beyond what you’d normally expect.
And what’s better? You don’t have to assume anything because all that data has been made available to you for free with Google Analytics Demographics and Interests.