The Role of Gamification in Marketing

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For many of us, increasing visitor engagement is an important goal for the new year. Marketing today revolves around building relationships with prospective customers. When a prospective client sees you as an authority, they’re far more likely to convert and buy from you.

Improving visitor engagement on your website, through social media, and in person can help boost brand loyalty and build relationships that lead to sales. Gamification is a growing trend in making that happen. The process works by encouraging prospects to interact with your brand through various games and competitions.

What you should know about gamification

Gamification is quickly gaining steam among some of the largest brands in the world. Of the largest 2,000 companies in the world, more than 70 percent had used at least one form of gamification by the end of 2014. Fifty one percent of American adults also say that when competition is added to their everyday activities, they become more likely to pay attention to their behavior in those areas.

The vendors of various gamification programs claim that companies can see a 100 percent to 150 percent improvement in engagement on their websites simply by including gamification in their marketing.

Customers have begun to expect companies to work on developing relationships with them. Gamification is an easy way to build these kinds of relationships while also providing some fun and a reason to return. Even more appealing is that many games can also be used to encourage players to tell their friends about their progress on the game. This can be a wonderful form of advertising.

How gamification works

Gamification can take a number of different forms. Think, for example, about the popular McDonald’s Monopoly game. Consumers receive game pieces with various meals, increasing their odds of winning some awesome prizes.

Not all gamification efforts include glamorous prizes, but they still encourage customers to participate. For example, producers of the TV show Psych created Club Psych, an online arcade that allowed users to play different games and complete challenges based on the television show. Users could earn points and challenge their friends. The effort led to a 30 percent increase in traffic, a 50 percent increase in sales, a 130 percent increase in page views, and an overall reach of more than 40 million people.

Nike + was also an immense success. People could use the company’s app to track their physical fitness and share it with others on social media. The app tracks fitness data to help people see their personal improvements or compete with others from anywhere in the world.

Gamification keeps people involved and uses their desire for challenge, competition, and fun to bring them back over and over again. Best of all, it doesn’t have to be extravagant or over the top. Offering prizes to people who collect all four of a particular month’s direct mail fliers or having a search for clues on a website to qualify for a coupon can help boost engagement without much cost.

Gamification helps turn marketing and attracting attention into a game. It boosts loyalty and conversions. If you’re interested in learning more about how to start a marketing campaign to maximize customer engagement, contact us today. We’d be happy to help you get started.

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