Now is not the time for businesses to be cautious and risk-averse, to hold back and wait for the storm to pass. Now is the time to rethink the wider marketing strategy and to find new ways to reach, engage with, and stay relevant to their audience. Innovation is always the key to survival.
Gamification — the use of game elements in a non-game context — is a great way to keep customers interacting with your brand. It’s also a very flexible element in your marketing portfolio, as there are a number of different objectives that can be achieved. Branded game elements can be incorporated into web landing pages or via well-known apps such as Snapchat. It all depends on your eventual aims. There are many approaches and implementation tools for game elements, and differing rewards to drive the level or duration of engagement you’re seeking:
✔️Awarding collected bonus points to customers. ✔️Encouraging participants to overcome levels or goals by breaking them down into compelling individual steps. ✔️Offering small incentives or rewards for engagement such as promotion codes or free raffle entry. ✔️Giving users the option to compete or share with others by creating a competitive/collaborative challenge element.
Another major advantage of gamification is that customer data can be collected to understand average view times, good and under-performing brand elements, product preferences, and many other trackable data points. This information is invaluable for a performance marketing strategy to further perfect target-group friendly content, generate high-quality leads, and drive conversions.
Gamification can be used to achieve both short and long term goals. In the short term, games can be used to encourage customers to interact more regularly with a brand for a limited period whilst you launch a new product line or during a promotion. Longer term, the strategy can motivate your audience to reach new game levels to unlock additional incentives or rewards: brand loyalty points, for example. Those who remain engaged over a long period and accumulate a lot of points might gain early access to a sale, or a personalised code. The more they engage, the more they are rewarded, the higher the brand sentiment.
Ultimately, gamification prompts a change in buying behaviour. Customers become more loyal and affectionate towards your brand because they regularly interact with your content to keep obtaining rewards or to achieve certain status levels, gifts, or discounts. As a consequence, branded game elements drive conversions. To discuss how to incorporate these elements in your next campaign, reach out to us!