At the base of Hasbro’s digital marketing presence comes insight from its Senior Vice President of Digital Media and Marketing, Mark Blecher.
With so many different and developing mediums in the market, Blecher was quick to clarify that Hasbro does not treat digital marketing as a unique thing or something that can be put in a vacuum. It isn’t viewed separately because it comes with the digital age and is naturally something the company would integrate and implement across all brands.
Because of the ever-evolving digital age, new marketing vehicles have emerged, making it easier for Hasbro to reach consumers. Some examples of those vehicles in which Hasbro invests include websites, search engine optimization and social media along with mobile websites, apps and paid advertising in mobile search.
“It’s exciting that with so many different vehicles in digital marketing we can now use our dollars to better reach our consumers because we can more accurately measure each strategy, something we couldn’t do with traditional marketing,” Blecher said. “With traditional marketing, there were ways to measure, but numbers were often estimates that were not always correct. Now we can immediately see responses without spending much time or money.”
Because Hasbro has so many brands and targets, it is important for it to make each brand consistent on its own. The digital age’s plethora of channels and vehicles allows Hasbro to offer stronger brand differentiation.
While digital ways of reaching people provides the company with many important advantages, the number of new ways to reach these consumers also acts as a double-edged sword, Blecher noted.
He said, “There continues to be new channels and ways to reach consumers, and while some stay useful, others quickly fall out. The pace constantly changes. We have to continually analyze channels and strategies to make sure they are working”
Take developing a mobile game and selling it for 99 cents, for example. Not long ago, that strategy was a highly effective way to attract consumers to a brand. Now, 93% of successful apps are offered for free with in app purchases, Blecher explained.
“In 24 months revenue went from being generated by 99 cent apps to being generated by apps that are free with microtransitions,” he expanded. “And as another example of swiftly changing digital consumer preferences, just 12 months ago, we primarily generated our revenue on the iOS platform but now see just as much revenue on the Android platform.”
Hasbro has fueled innovation in not just traditional but digital marketing over the last year or two with its wide range of brands.
“Creating highly inventive and accessible digital play experiences based on our world-class brands continues to be at the core of Hasbro’s mission,” Blecher concluded.
Across its core digital channels, no one brand fits all for the company. Hasbro carefully considers and makes customized digital investments in the unique market for each brand.
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