How gamification helps brands improve their marketing strategy
With the penetration of digital technologies and mobile phones, gamification has become a powerful solution to boost consumer engagement, retention and monetization. Today, regardless of the space, brands are increasingly adopting gamification to transform their challenges into enticing experiences for their consumers.
Gamification as a marketing strategy allows brands to engage with users from different demographics and deliver messages in the most creative way. It helps re-launch engagement seamlessly, tapping into potential customers and eventually increasing social media users. The “fun” and “engagement” associated with games help create a positive outlook on the brand, providing users with a way to feel fulfilled and earn rewards. This marketing process can influence buyer behavior; pushing them to buy from the marketed brand due to the brand recall.
Gamification, if applied correctly, not only makes the entire marketing strategy more effective, but also has a positive impact on the company’s ROI. Today, companies are increasingly investing in gaming solutions to build customer loyalty, activate online communities and build brands.
Why gamification marketing is becoming so important
Improves user engagement: Gamification helps marketers create an engaging and interactive campaign that can improve engagement rate. It always attracts users of all age groups and encourages them to explore the content. This has proven to be a good method for laying the foundation for a long term relationship with clients.
Increased Conversion Rate: When users interact with the gamified content on the brand website, they become an ideal candidate to respond positively to the CTA than a traditional banner ad to earn the reward associated with the game. gamification makes the user feel more in control, which leads to an increase in conversion rate for brands.
Increased brand loyalty: Interactive gamified content encourages users to visit the company’s website and interact with the content repeatedly, either to maintain their position in the rankings or to earn more rewards. Once brand loyalty increases and the user develops an effigy for it, they are more likely to make a purchase and advocate for it among their peers.
First-Party Data Collection: For all brands, user data is crucial as it allows them to strategize their marketing programs and target new potential customers. Gamification helps brands generate first-party user data that marketers can use to target customers with personalized offers.
Affordable: Gamification is a cost-effective feature to implement in all marketing strategies. At the same time, it is also time efficient compared to traditional marketing campaigns.
Additionally, millennials represent one of the largest consumer bases and are an important target audience for most organizations. As millennials present huge business opportunities, they need an alternative approach. Most millennials are digital savvy users and prefer contemporary methods to traditional forms of marketing. So adding the “fun” and “engaging” elements of gamification to the marketing mix is one of the most effective ways to reach and engage with this set of audiences.
New technologies propel the growth of gamification marketing
The global gamification market is expected to register a CAGR of 26.5% over the forecast period (2022-2027) The application and implementation of new technologies like artificial intelligence (AI) for processing and display of individualized results along with increased digitization of organizations are the major reasons propelling the growth of the gamification market. More and more companies are using advanced technology and Al-based solutions to gain in-depth knowledge from their staff. Al-based gamification models provided accurate solutions by removing uncertainty in employee motivations and helping employees achieve their goals more successfully
The challenges that exist in the gamification market
Like any other marketing tool, gamification also comes with its share of drawbacks. However, this technique applied correctly can provide the best possible results for marketing campaigns. An important aspect that brands should consider when designing their gamification strategy is that it should be engaging and interactive, and consumers should enjoy it.
Designing the right gamification for marketing strategies can be a bit tricky. The goal is to create a game that not only people want to play, but also helps the company achieve its marketing goals. Marketers cannot apply the “one size fits all” approach to gamification. A game that works well for one company may not work for others. It is important to know the target audience well.
Gamification can get complex at times and creating a game suitable for the organization’s audience that achieves all of the brand’s goals can be challenging. These games should go beyond the rewards and prizes offered and create a personal and emotional connection with customers.
Is gamification the future of marketing?
Gamification as a marketing strategy has the potential to interact with the mind of the user while indirectly creating a strong brand impression. This triggers real emotions in users like excitement and rivalry which leads to higher engagement which creates loyal customers. This connects with the user on a more emotional level than a simple image or informational post. Promoting a brand or product with gaming solutions can go a long way in optimizing user engagement, creating brand awareness, and most importantly, converting potential customers into loyal consumers.
Making everything a pleasant experience and reaching out to customers to engage them in the process is something winning companies are increasingly embracing. Gamification is indeed the future of marketing as it solves the purpose and adds value to businesses.
The opinions expressed are personal.