What Is Gamification?
Gamification is when you integrate game dynamics and rich media into your site, services, community, content or campaign to
drive participation and engagement. Generally, people prefer having fun to working, so making a tedious task more fun will
encourage people to do it. That’s the idea behind gamification.
Why is it important?
Retail is changing. Today’s consumer is savvy, deal-centric and socially driven. Building engagement and keeping the experience fresh is more important than ever before, and this is why smart marketers are incorporating gamification into their marketing mix across all channels.
How can Marketers use it?
Organizations are using game-based marketing to attract users, grow their databases, monetize traffic and increase retention and inspire customer loyalty through rewards, challenges and contests.
B2C: Consumer incentives are one of the best-known areas of gamification. “Games” can involve things like smart phone check-ins, participation in website quizzes, and “liking” on Facebook. Rewards often include discounts, upgrades, or free products.
B2B: Gamification can be used to improve website engagement, with the goal of nurturing leads and keeping them on track to becoming customers. Create a series of “missions” — read this white paper or watch that video, then answer a quiz – to improve product knowledge. Rewards can include discounts or upgrades for those who complete the “mission” on their way to becoming customers.
For example, Mint.com figured out a way to not only build an easy-to-use personal finance website, but to attract more than 6 million users since launching in 2007 – 90 percent whom say they have changed their financial habits as a result of using the service. AT&T employed gamification incenting customers with a free year of paid AT&T bills by signing up for paperless billing and AT&T AutoPay. Subscribers were able to enter for a weekly chance to win.
Gamification can be incorporated into all areas of your marketing strategies including your website, email marketing, social media, mobile and even display retargeting. Get in touch with us to learn more about how you can begin integrating gamification into your digital strategy.