Nowadays, digital marketing continues to progress, notably thanks to the exponential evolution of technology and marketing techniques. In this case, the “gamification” strategy is gaining ground in the online applications and games market.
In addition, companies can use it to strengthen employee engagement and motivate them. Indeed, people love games, no matter their age. But what interests them even more is to receive a reward following their fun activities. Considered previously as an enigma, gamification provides many advantages in digital . So, how to establish gamification in your marketing strategy ? Immediately the answers.
What is gamification in digital marketing?
Gamification a process of engaging people to perform an action using a game . For more details, it is made to motivate its customers to buy a product , to use it and above all to promote it.
It should be noted that the gamification strategy does not mean “actually creating a game” from your product or service. It's just about applying the features of a game in your strategy to increase customer interaction.
Areas of use of the gamification strategy:
The marketing specialist will need to incorporate entertaining elements into their app or website to significantly increase user engagement . Furthermore, marketers will have the opportunity to capitalize on the positive emotions of customers who win the contest , thus increasing the brand's chances of closing a sale at that precise moment.
According to a study, the current generation spends around 96 minutes a day playing video games on their smartphones. These players are also very active on social media . As a result, they are the best people to gain from sharing their experience with other users.
In a business, gamification involves introducing game mechanics into the workplace to show employee progress .
This strategy can also be used in playful advertisements to bring advertising units together into an interactive game . The customer will get a good experience that will engage them and help them remember the brand name.
Implementing a gamification marketing strategy
To implement a good gamification strategy in your workplace, you should consider the following tips:
Prepare a long-term project
The first point to take into account when developing a gamification strategy is to have a long-term vision for the project . The latter must be divided and extended into several parts to generate tangible results. Therefore, efforts must be spread over several events, instead of just one.
Furthermore, some people get angry easily because they don't like competition . It is then necessary to ensure that the game prepared will be suitable for any audience and will not be a unique program.
Don't insist on rewards
It's better to promote competition rather than over-advertise the prize money . The size of the prize isn't what would encourage people to participate in the game a large budget also very difficult.
Level the playing field
Sharing the scoring framework with all users is important so that they can identify:
- how the competition works;
- the final objective of the competition;
- the steps and tips to succeed in the competition.
The main goals of the business should be:
- generate new leads ,
- increase brand awareness,
- create new opportunities for participants.
Having a favorite user to win the game should in no way have its place in this strategy .
Don't settle for the best performing winner
Once a winner is identified and rewarded, it's not just about celebrating them specially. Sure, he was the top performer, but those who participated all deserve recognition equally. The other participants must then be rewarded according to their percentage of involvement in the work . This actually helps keep all clients fully engaged in the business activity.
Offer creative rewards
Rewards must be linked to the company or brand . Therefore, material prizes like iPods or gift certificates won't work. Since this is a company-wide competition, rewards should lead to career advancement for employees . Examples include a LinkedIn recommendation , a guest post on the company blog , or an invitation to a show . In addition to being creative , these rewards are inexpensive , or even free , and connect gamification to the company as a whole.
Track and measure
Tracking is a key feature in gamification . It allows participants to understand their current status and how they can improve. It also helps the marketer understand whether the program is generating valuable traffic and leads .
The main benefits of gamification in marketing
Implementing gamification in marketing strategy has many benefits for a business or brand. The most important benefits are:
- increasing and improving user engagement ,
- increasing brand awareness and loyalty ,
- collecting information about participants,
- increasing the brand's conversion rate
- increasing the value of promotional offers ,
- Good interaction with customers.
To conclude, gamification offers several advantages to a business . This is actually one of the best strategies to convey a message to users fun way Indeed, customers are more involved when there is competition . In addition, this technique can be used in all sectors of activity of a company or brand .
