05 Jul 7 important benefits of gamification in marketing
Today, marketing is harder than ever, right? As a company, you need to:
- increase brand awareness,
- engage clients and visitors,
- collect actionable insights,
- and boost your ROI and results.
All at the same time…
Seems impossible at times. We feel your pain. But it is not. There’s a one-stop-solution for these digital marketing challenges: gamifying your business.
Doesn’t ring a bell?
Well, marketing gamification involves using video game elements like challenges, milestones and rewards in your marketing to communicate with clients and reach specific business results.
Gamification doesn’t always mean playing actual games though, it’s all about content engagement in a broader sense, really. Gamification makes your marketing fun and engaging and drives your business results! What’s not to like?
Want to know more about the advantages of gamification in marketing? Below, you can discover 7 major benefits of gamification in marketing to spice up your marketing and boost your business result!
7 major benefits of gamification in marketing
1. Marketing gamification builds brand awareness and increases reach
People like games, and they’re intrigued by all things fun. By using gamification, you can attract new customers in an original way and bring fun to your brand. People who play along will discover your products in a fun, interactive way. An experience that lasts!
By exploiting rewards, points, ranks, leaderboards and competition, you can also engage people to follow, share and like your game or brand on social media. This way, you can increase your reach and attract even more potential leads and customers.
According to a Gigya study of billions of user actions with partners like Pepsi, Nike, and Dell, adding gamification to your site boosts commenting by 13%, social sharing to Facebook, Twitter, and networks by 22%, and content discovery by a whopping 68%.
A great example is NikePlus, an app from Nike that tracks time, distance, pace, calories, and location. All of these stats can be shared on social networks, which encourages friendly competition and social engagement.
Users are also able to challenge friends, which is a clever way to stimulate interaction with and amongst user communities and to associate the brand with a fit, slender body.
2. Marketing gamification appeals to Millenials and to Generation Z
Millennials grew up in a digitalizing world, learning how to read, think critically, and connect with others using, well, games. They are a generation who likes to be challenged and they are almost immune to traditional advertising.
Generation Z is the visual generation par excellence. They grew up with smartphones and video and have the attention span of your average goldfish. This generation and the generations after them will have even greater demands 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 stay competitive and effective in the near future.
3. Marketing gamification drives engagement and influences customer behavior in a fun way
Gamification is a great tool to influence user behavior, actions and purchasing decisions. The key thing is to motivate them by rewarding them appropriately.
Facebook itself, for example, uses subtle gamification elements to stimulate user engagement. When you post a status or picture, most of the time, you are rewarded with likes. Those likes engage people to keep posting and to stay on the network.
According to M2 Research, a market research and strategic consulting company tracking and reporting on digital entertainment, gamification can lead to a 100% to 150% increase in engagement metrics including unique views, page views, community activities, and time on site (M2 Research).
Of course, the influence of gamification is not only felt online. Pokémon GO developer Niantic, for example, claimed that it drove 500 million visitors to sponsored locations like McDonald’s, who were reportedly charged anything between 15 to 50 cents for each visitor they received this way.
4. Marketing gamification gathers powerful customer data and qualifies leads
One of the greatest benefits of gamification is the ability to collect useful insights about your target audience and about the performance of your games, campaigns or ads.
By showing people custom forms after playing your game or ad, for example, you can collect contact details and insights about your prospects in a non-intrusive way:
- Customer’s name
- E-mail address
- Residence address
- Contact details
This helps you collect information on the customer and monitor user behavior. To encourage and motivate users, you can award clicks, badges, points and achievements, which helps in collecting more data.
You can also get access to game reports, game analytics and performance metrics such as sessions, gameplays, answers to questions (e.g. interactive quiz), clicks on Calls-To-Action and game shares to:
- measure and analyze effectiveness,
- optimize performance,
- identify the most engaging players (qualify leads)
- and follow up on your most promising leads.
In short, gamification allows you to gain valuable customer information and insights and optimize your marketing, targeting and advertising.
5. Marketing gamification personalizes your brand messages and customize your brand experience
In marketing, segmentation and personalization are very important to drive conversion, build trust and build customer loyalty. The better you tailor your marketing efforts to your target group, the more effective your campaigns will be and the longer they will have impact.
Gamification allows for two types of personalization:
- gamification based on customer data and demographics
- gamification based on players’ likes and player types
It’s nice to receive a personalized e-mail campaign addressing you by your first name and showing you relevant content, but gamification takes personalization to the next level (pun intended): thanks to gamification you can create a truly immersive and interactive experience tailored to your customers likes and needs.
You can create custom game experiences targeted to specific audiences or segments and tie these game experiences to your brand values. This way, gamification allows you to connect with your customers on a deeper level.
As a marketer, you can monitor player activity and level of engagement to refine your marketing strategy as you go. One of the great benefits of gamification is the fact that it speeds up feedback loops, allowing for faster modifications to the user experience.
6. Marketing gamification increases customer retention and loyalty
Gamification helps create a satisfying experience for customers. Offering customers rewards for winning contests, quizzes or liking a Facebook page, for example, keeps them coming back for more and builds loyalty.
This way, adding gamification elements to your marketing can drive deeper engagement because it taps into human emotion and people’s natural tendencies to socialize, learn, master, compete and achieve.
As a marketer, you have the opportunity to incorporate gamification tactics at almost any touchpoint in the customer journey:
- Make onboarding fun: e.g. fun mini-surveys, progress points, etc.
- Invoke friendly competition by adding variety fun and competition
- Celebrate birthdays, anniversaries or a good cause
Gamification techniques can be used to attract customers, build brand loyalty, create connections, and give customers a reason to keep returning to the brand and purchase products and services. The end goal here is to boost sales and increase profit, of course.
7. Gamification is a great tool for marketing research and customer feedback
As a marketer, you need to stay on top of your market and continually refine your marketing propositions by performing marketing research and collecting customer feedback.
This isn’t always an easy task. It’s not easy to engage people to take and complete (!) a survey or to gather insights about their preferences in a scalable way. Gamification, however, offers a more engaging approach to your marketing research by using:
- Progress bars
- Drag and drop ranking
- Rewards and points
Nintendo, for example, uses gamification techniques like point systems to effectively engage customers to take their surveys.
Do you want to gamify your marketing with OJOO?
Did you like this article about gamification elements? Feel free to share it with your network!
Marketing gamification has loads of benefits, IF you do it right? Do you want to start gamifying your marketing quickly and efficiently with our help? We’ll set you up in no time! Click the button below and start gamifying your business: