Builds brand awareness and increases reach
People like and enjoy playing games. By using gamification, you can attract new customers in a fun and original way. Rather than feeling marketed or sold to, the right game or experience will engage your audience in a task or behavior.
While your customer goes through your game or experience, you can share messages or updates in an authentic and timely way.
Drives engagement and influences customer behavior in a fun way
Gamification is a great way to influence behavior, actions and buying decisions.
Some types of campaigns 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 campaign will be effective for all audiences. Consider what game or experience will be most appropriate for your target audience and your marketing goals.
Gathers valuable customer data and qualifies leads
One of the greatest benefits of gamification is the ability to collect actionable insights about your target audience and demonstrate the ROI of your campaigns by analyzing and clearly reporting the performance of your games, experiences, campaigns or adverts.
By showing people custom forms after playing your game etc you can collect GDPR compliant data and insights about your 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.
You can also get access to game reports, 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 so you can:
Measure and analyze the effectiveness
Identify the most engaging players (qualify leads)
And follow up on your most promising leads
Gamification allows you to gain valuable customer information and insights to optimize your marketing, targeting, and advertising.
Personalizes your brand messages and customizes your brand 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.
Increases customer retention and loyalty
Games can create a sense of intrinsic motivation that grows over time. A successful game 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 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 game or experience 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.
Great for market research and customer feedback
As a marketer, you need to stay on top of your market and continually refine your marketing strategies by undertaking market research and collecting customer feedback.
This isn’t always an easy task. It’s not easy to convince people to take and complete a survey or to gather insights about their preferences in a scalable and non-intrusive way. Gamification, however, offers a more engaging approach to your marketing research.
Speaks to the Next generation
Millennials grew up in a digitalizing world, learning how to read, think critically, and connect with others using games. They are a generation that likes to be challenged and are almost immune to traditional advertising.
Generation Z is the digitally connected generation. They grew up with smartphones and Snapchat and expect your campaigns to be interactive. This and subsequent generations will have even greater expectations on digital marketing.
Gamified content offers millennials and the younger generations exactly what they prefer and expect: easily digestible, bite-sized, engaging and interactive visual content. Gamification will give your marketing the edge it needs to cut through the noise and stay competitive and effective in the near future.
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