Everything you need to know about Gamification
In today’s world, brands and companies face the enormous challenge of capturing and maintaining their audience’s attention, where it is an increasingly limited resource. This is where gamification comes in.
You have probably already heard about this term, but do you really know what it is, what it is used for and how you can benefit from it?
In this post we will explain in detail how gamification can be an effective tool to boost and promote your business and make it stand out from the competition.
What is gamification?
First of all, we need to understand what gamification is all about.
Gamification is a marketing strategy that combines game elements, in non-game contexts, with sales targets, which has proven to be an effective way to engage customers, generate interest and encourage participation.
Its aims are as follows:
– Motivate users to participate and engage with a brand or product
– Improve user experience and retain existing users
– Collect data and identify targets
– Differentiate and increase brand recognition
– Increase sales
– Increase engagement
Main advantages of gamification
As explained above, users have stopped paying attention to media advertising. This has forced brands to look for new ways of communicating: communication that is non-interruptive and more interactive.
The response to these changes? Seek new ways of understanding marketing, where consumers are the ones who find brands and interact with them in a considered manner and without unwanted interruptions.
Gamification has multiple advantages for brands:
1
Increased engagement and commitment
By offering interactive and exciting experiences, gamification captures users’ attention and motivates them to actively participate in your promotions. This translates into greater exposure for your brand and increased audience engagement.
2
Improves retention and loyalty
Games and challenges in gamified promotions generate a sense of achievement for participants. This increases user satisfaction and fosters loyalty towards your brand, which in turn contributes to greater customer retention in the long term.
3
Improves communication
Better two-way communication can be achieved by creating a new link with the user.
4
Improves web positioning and organic reach
Gamification can generate a viral effect, as users are motivated to share their achievements and experiences on social media. This can result in a considerably higher organic reach, which amplifies the impact of your promotions. On the other hand, creating a game increases the number of interactions on the website and, therefore, positioning.
5
Data collection and customer knowledge
By implementing games, you can gain valuable information about your customers, such as their preferences, behaviours and engagement levels. These data allow you to create more personalised and effective marketing strategies in the future.
6
Differentiation from the competition
Gamification can be an effective way to stand out from your competitors. By providing a unique, entertaining experience, you position yourself as an innovative and creative brand, which can help you gain customer preference in a saturated market.
Examples of Gamification actions
As we have been discussing, gamification combines game elements and techniques to promote consumer participation and engagement. But what kind of gaming techniques are there? These are some of the actions that can be taken:
– Loyalty programmes:
Create loyalty programmes based on gamification, where customers can earn points, levels or special rewards to make purchases or complete certain actions, which they can later redeem for additional prizes or discounts.
– Rewards and prizes:
Another example would be rewards or prizes for customers or employees for meeting certain milestones or achievements. For example, by making a certain number of purchases, in the case of customers, and, in the case of employees, by performing a certain number of tasks within a certain period of time.
– Competitions and prize draws:
Hold competitions where there is rivalry, to motivate customers to excel and win the competition. As well as holding prize draws to encourage user participation.
– Mobile phone games or applications:
Create interactive mobile applications that engage customers through trivia quiz games or brand-related activities.
At the end of the day, gamification is a long-term strategy, so you need to keep it up to date and keep innovating to keep users interested.
At ACL we offer innovative, professional services capable of generating competitive advantages, both for B2B and B2C, which will help to attract and retain your customers.
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