Implementing Effective Marketing Strategies with Gamification
So far, marketing and social media for several brands often use urgency marketing to attract the attention of potential customers, and some even frequently use fear appeal strategies in advertising. However, these tactics are often considered disruptive and are beginning to be ignored or are the reason for the decrease in followers. This behavior is common among consumers, and business owners need to consider alternative ways to attract attention to their brand. By using gamification techniques similar to popular games, a brand can capture customers’ attention and keep them engaged for a longer period.
Utilizing marketing strategies with gamification can be a powerful tool to attract and retain loyal customers by providing an enjoyable experience. Here are ways you can use your marketing strategies with gamification.
What is Gamification Marketing?
Gamification marketing is a marketing technique that uses game design elements, such as points, badges, leaderboards, and challenges, to make marketing more engaging and enjoyable for customers. The goal of gamification marketing is to increase customer engagement and loyalty by creating a more interactive and immersive experience for them. This technique can be used in various marketing channels, including social media, email marketing, mobile applications, and websites.
The key to the success of gamification lies in its ability to harness the basic human desires to compete, earn rewards, and achieve goals. This is to motivate customers to take desired actions by a brand, such as making product purchases, filling out surveys, or sharing the brand’s content on social media.
Gamification marketing efforts can include gamified loyalty programs, interactive quizzes, and more. Simple game elements can include:
Points
Users can earn points by winning games or every time they make a purchase. These points can be exchanged for discounts or free items.
Badge
Give badges to customers for achieving something.
Level
Acknowledge customer achievements by offering bigger rewards for saving more points.
Virtual currency
Your own currency to be used only in your store, then use it to reward frequent shoppers.
Leaderboard
Display player names and scores on your website or social media to encourage competition.
Countdown
Challenge players to complete tasks within a specific timeframe.
Progress bar
Show customer level progression to reach the next level.
Gamification marketing strategies are excellent for attracting consumer attention and also great for obtaining valuable data. You can offer attractive rewards in exchange for customer names and contact information. Or simply ask for their names so you can place them on the leaderboard. After collecting customer data, you can add them to your marketing email list so you can send them badges, newsletters, or discounts.
Gamification is very popular in marketing because it can inspire users to create and share user-generated content (UGC). Marketing strategies with gamification are indeed an effective way to attract customers and gather valuable data that can be used to enhance marketing efforts in building stronger customer relationships. Among many, one of the most popular strategies of gamification marketing is to offer rewards such as discounts, free products or services, or exclusive content in return for customer data.
By offering incentives that match the interests of the targeted audience, you can increase the potential to obtain customer contact information that they voluntarily provide. Another approach is to integrate gamification into the customer experience itself by creating a leaderboard or other points-based system. With this approach, customers will be motivated to participate and interact with the brand. These techniques create a sense of competition and community that can help build brand loyalty and encourage repeat purchases.
Once customer data is collected, you can use it to create marketing campaigns that appeal to specific customer segments. For example, by analyzing customer behavior and preferences, your brand can create personalized email campaigns that offer relevant content and promotions for each customer.
Overall, gamification marketing is an effective way to attract customers and gather valuable data that can be used to enhance marketing efforts and build stronger customer relationships.
Application of Gamification Marketing Strategies
An example of the application of gamification in marketing strategies can be seen in Garuda Indonesia’s gamification marketing strategy. Research by Widyani found that Garuda Indonesia’s loyalty program was not attractive enough to consumers. Garuda Indonesia needs to maintain its loyalty program to attract more consumers. In addition, the frequent flyer program is one way to differentiate the products offered by the airline from its competitors.
Garuda Indonesia launched a mobile application with several offers for consumers. However, consumers still tend to choose other mobile applications. Garuda Indonesia marketers need an effective way to encourage consumers to participate in their loyalty program within their mobile application.
Then, Garuda Indonesia implemented gamification into its mobile application by using several game elements, such as points, badges, leaderboards, and challenges. Consumers can collect points every time they fly with Garuda Indonesia or its partner airlines. These points can be exchanged for free airline tickets or other facilities. Consumers can also earn special badges if they achieve certain goals, such as flying to new destinations or flying on specific days. The leaderboard displays consumer rankings based on the number of points they have. Challenges are missions that consumers must complete within a specific time frame to receive additional rewards.
As a result, gamification successfully increased consumer engagement and loyalty to Garuda Indonesia. Consumers felt more motivated and entertained when using the Garuda Indonesia mobile application. Consumers also felt more valued and recognized by Garuda Indonesia for earning points, badges, and rewards. Consumers became more loyal and flew with Garuda Indonesia more frequently than with other airlines.
Check out our gamification services page and contact us today. We are ready to help you create a gamification experience that aligns with your needs and preferences.
Check out our gamification services page and contact us today. We are ready to help you create a gamification experience that aligns with your needs and preferences.
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