WHY GAMIFICATION SHOULD BE IN YOUR DIGITAL MARKETING STRATEGY
Builds awareness and increases reach
People like and enjoy playing games. By using gamified interactive promotions, you can attract new customers in a fun and original way. Rather than feeling marketed or sold to, the right game or promotion will engage your audience in a task or behavior.
While your customer goes through your promotion, you can share messages or updates in an authentic and timely way.
Drives engagement and influences positive customer behavior
Gamification is a great way to influence behavior, actions and buying decisions.
Some types of gamified promotions are more effective than others. For example, when trying to engage existing audiences vs generating lots of new leads and conversions you need to choose the right method that relates to your target outcome.
Not every promotion will be effective for all audiences. Consider what promotion will be most appropriate for your target audience and your marketing goals.
Gathers valuable audience and customer data and qualifies leads
One of the greatest benefits of gamification is the ability to collect actionable insights about your target audience in a fun and non-intrusive way. Demonstrate the ROI of your promotions by analyzing and clearly reporting the performance of your interactive promotions.
By using custom forms after entering your promotion you can collect GDPR compliant data and insights about your audience and prospects in a non-intrusive way:
Contact details (address, phone, etc)
Favorite ice cream flavor
The last car bought etc
To encourage and motivate users, you can award social, monetary or other incentives.
Using the BeeLiked platform you can also get access to game analytics and performance metrics such as sessions, entries, channel attribution, answers to questions (e.g. quiz), clicks on Calls-To-Action, viral shares, purchases, and many other metrics and reports so you can:
Measure and analyze the ROI of your promotions
Identify the most engaging players (qualify leads) and potential micro-influencers
Follow up on your most promising leads to grow customer advocacy
- Share the success and insights of your marketing and loyalty campaigns with your team and senior executives
Personalizes your brand message and experience
Segmentation and personalization are very important to drive conversion, develop trust and build customer loyalty. The more you can mold your marketing efforts to your target audience, the more effective your campaigns will be. Gamification allows for two types of personalization:
gamification based on players’ likes and player types
gamification based on customer data and demographics
Gamification takes personalization to the next level. With gamification, you can create a truly immersive and interactive experience tailored to your customers’ likes and needs.
You can create custom experiences targeted to specific audiences or segments and link these game experiences to your brand values. Gamification allows you to connect with your customers on a deeper and more authentic level.
Great for market research and customer feedback
As a Marketer, you need to understand your audience so you can continually adapt your marketing strategies to be more effective. One way of doing this is by undertaking market research to collect audience and customer feedback.
It’s not easy to convince people to take and complete a survey. Gamification, however, offers a more engaging and fun approach to your market research so you can gather insights about your audience and customer preferences in a scalable and non-intrusive way.
Increases customer retention and loyalty
Games can create a sense of intrinsic motivation that grows over time. A successful interactive gamified promotion taps into our need for competition, rewards, and status; this creates opportunities for you to increase audience engagement, participation, loyalty, and influence and drive specific behaviors.
As a marketer, you can incorporate gamification and interactivity at almost every touchpoint in your customers’ journey.
Gamification techniques can be used to attract customers, build brand loyalty, create deeper connections, and give your customers a reason to keep returning to your brand and purchase your products and services.
If your promotion offers an incentive such as social reward, vouchers or coupons, or special content, make sure you match the appropriate incentive with your target audience. What does your audience want and what will motivate them?
The end goal is to boost sales and drive revenue.
Speaks to the Next generation
Millennials grew up in a digitalizing world, learning how to read, think, and connect with others using games. They are the generation that likes to be challenged and are almost immune to traditional forms of advertising.
Generation Z is the digitally connected generation. They grew up with smartphones and Snapchat and expect your campaigns to be interactive.
Gamified and interactive content offers millennials and younger what they prefer and expect: easily digestible, bite-sized, engaging interactive content. Gamification will give your marketing the edge it needs to cut through the noise and stay competitive and effective in the near future.