Is Worth The Investment
Written by Sara Moulton 1 April 2019
If you have not incorporated gamification strategies into your current marketing campaigns, you are already falling behind
The use of gamification as an effective marketing tool has grown exponentially over the last few years. While some businesses can only use aspects of game design (which can still be quite effective), other organizations are investing in software that allows them to create games to activate and engage their audiences.
Gamification is quickly becoming less of a marketing trend and more of a solid development process which businesses can utilize to increase brand awareness, engage with target markets, gain valuable contact information, and nurture leads.
From startups to small businesses to billion-dollar companies, gamification is being implemented in both consumer (B2C) and enterprise (B2B) markets to motivate, engage, and retain a loyal customer base.
What is Marketing Gamification?
Gamification in marketing is the application of using game design elements in marketing campaigns in order to increase brand awareness, encourage customer engagement, and ideally build consumer loyalty.
These important marketing objectives can all be achieved by creating a positive experience (or interaction) between the business and the consumer with a branded gamification.
Businesses of all sizes and industries have proven to achieve outstanding levels of customer engagement with gamification, by simply incorporating the following interactions into their marketing campaigns: achievement, competition, rewards, and fun.
Gamification can also provide businesses with valuable customer behavior data and other insights, which can be used to improve current marketing campaigns or to help identify new opportunities.
Six Reasons Why Every Marketing Professional Needs to
Invest in Gamification
In a highly competitive marketing environment where businesses and brands have endless opportunities to connect with their target audiences, marketing approaches that aim to unite, motivate, expand, and retain a loyal customer base are absolutely essential.
Here are six key reasons why every marketer needs to incorporate gamification into their marketing strategies:
1. Gamification as a marketing tool is here to stay
Unlike other fleeting marketing trends, the use of gamification as an effective marketing tool is only going to become more popular.
The global gamification market was recently valued at US$5.5 billion in 2018, and it is estimated to witness a CAGR (compound annual growth rate) of 30.31% over the forecast period of 2019-2024.
Both big and small organizations are attracted by gamification’s proven ability to boost brand awareness, increase customer engagement, and ultimately build a loyal customer base.
Compared with other marketing tools and strategies, gamification software is a sustainable marketing technique and is quickly becoming one of the most effective tools available.
2. Gamification in marketing is effective for millennials
Before turning 21, the average American will have spent more than 6,000-9,000 hours playing video games and only 2,000-3,000 hours reading books.
Gamification has also been heavily embedded in school curriculums for millennials and is utilized to improve learning in schools all over the world. Therefore, it is not really a surprise that gamification is extremely effective in reaching ‘the digital demographic’ of millennials when it comes to marketing. There are also two billion millennials worldwide who want to spend their money on companies and services that align with their own values.
Marketers must consider these factors when refining their marketing strategy and how they engage consumers.
3. Marketing gamification can influence consumer behaviors
Gamification can be used in marketing as an effective tool to influence consumer behaviors by compelling users to complete certain actions or tasks.
According to M2 Research, a market research and strategic consulting company, gamification can lead to a 100% to 150% increase in website engagement metrics such as unique views, return visits, email sign-ups, and time spent on the site.
Gamification can also be used to influence consumer behaviour in the offline world too. For example, the Pokémon GO video game is used by many small businesses to drive actual people to physical locations with the promise of certain rewards when they show up.
The key to successfully influence consumer behaviors with gamification is to offer the right type of incentive for completing certain actions.
4. Gamification creates an impactful customer interaction and increases conversion rates
The better you tailor your marketing efforts to cater to different segments within your target market, the more effective your marketing campaigns will be in regards to increasing conversion rates of that segment(s).
Segmentation and personalization of your target market are important factors to consider in marketing.
Gamification software allows you to create a positive customer experience that is directly targeted towards a specific group (or segment of your target market). Be intentional about creating an impactful, memorable interaction by connecting with customers on a more personal level.
Gamification software also allows marketers to:
Collect user information such as emails and phone numbers (with permission)
Monitor user/player activity and their level of engagement in order to refine and optimize gamification marketing campaigns on-the-go
5. Marketing gamification builds strong customer loyalty and improves customer retention
In addition to an increase in conversion rates, gamification can also improve customer retention and build a loyal customer base. By offering users certain rewards for participating, such as prizes for winning contests, completing puzzles, or giving a correct answer, businesses can build a positive relationship with their customers and eventually, loyalty.
Gamification drives a deeper level of engagement from customers because it taps into human emotions and psychology. We all have a natural desire to want to participate, socialize, learn, master, compete, achieve, and receive awards.
A marketer’s responsibility is to incorporate gamification tactics that give customers a great reason to keep returning and engaging with the brand or business. Be sure to create a series of positive interactions and different touch points throughout the buyer’s journey.
6. Marketing gamification gathers powerful customer data and qualifies leads
One of the greatest benefits of gamification in marketing is the ability to collect valuable data and insights.
Gamification software not only collects user information such as names, contact information, age, location, and preferences; it also allows marketers to analyze the performance of games and marketing campaigns.