Marketing campaigns have swung away from old-school techniques to dynamic, socially interactive paradigms. Nowhere is this more evident than with apps. People are inherently drawn to things that they enjoy. Interaction, immersion, and excitement are the order of the day. We prefer the viral message over the company’s message.
If the pulse of the market is positive for a brand, product, or service, that company will prosper. We live in an impulse-driven society where marketing success is built on positive interpersonal communication among customers. This symbiotic relationship requires a mutually beneficial arrangement between the company and the customer.
Gamification has emerged as the most effective way of striking a balance between interaction, enjoyment, and brand loyalty. By infusing a marketing campaign with fun, people develop an emotional connection with a brand and share it with their friends. One way of doing this is creating a competitive, fun-filled environment where players are required to engage with the brand, and one another.
Things like spin and win contests, product giveaways, scratch and win attractions, exclusive offers via email, SMS surprises etc. are wonderfully enticing to customers. Vendors have indicated that gamification techniques can increase engagement by up to 150%, and some 1,400 of the world’s biggest 2,000 companies deployed gamification at some level in 2014.
Is Gamification the Best Way to Market Apps?
The profusion of marketing material has desensitized customers to all but the best online ads. Companies are scrambling to find inventive ways of reaching their audience, without alienating them through annoying advertisements. These new solutions can be found in content that is enjoyable, interactive, and shareable. The unprecedented popularity of social media juggernauts like Facebook, LinkedIn, Twitter, G +, and Pinterest has reshaped the way marketing departments appeal to their customers.
Game mechanisms are now being applied to activities that may or may not be gaming-related. They are ideal for project management, training, and general marketing. By encouraging an interactive environment, marketing departments ensure higher levels of stickiness, ROI and CTR.
Many examples of successful gamification abound, including the M&M Eye-Spy Pretzel. The goal is always to get as many likes, shares, and feedback as possible, and gamification strategies always work.
The question remains: What is gamification? This marketing trend is the most engaging way to reach audiences yet. It motivates people to compete with one another for a prize. In the interim, the company using gamification enjoys widespread exposure with audiences. The power of social media to transform an add into a viral phenomenon is unprecedented.
People Likes Lots of Movement & Lots of Colour!
Typically, gamification involves movement, although static imagery is equally effective. The objective is to get people to share their experience with their friends, followers, and fans. By including this marketing trend in app design and development, engagement levels soar through the roof. It’s important to understand your target market before you adopt gamification strategies, since it’s never a one-size-fits-all practice.
Trivia-related material must be relevant to the target market it is being directed at. The gaming components of the marketing strategy must appeal to the audience in question. For this reason, research is important when infusing gamification into mobile marketing campaigns. Companies learn from the mistakes of the past, and follow present trends to gauge the pulse of the market.
The entire marketing process should be incentivized to get people excited about the app. Social media contests are but one of many incentives that can be established with marketing strategies. Many companies look to their competitors for ideas on what works and what doesn’t. It is best to differentiate one app from another by using different gamification strategies and enticements.
Ways to Grab the Attention of Your Audience
Audiences today have relatively short attention spans. The marketing campaign must grab the attention of the user within seconds, or else risk being forgotten. That’s why intensive testing is required to hit the right note with these gamification strategies. Budgets must be established to ensure that the necessary resources are available for the creative team, the technical team, and the designers to put an effective marketing campaign together.
Once these goals have been qualified and quantified, they can be rolled out to the target audience. Analysis can easily be conducted to determine which campaigns resonate with customers, players, and general audiences. As always, marketing interactive material is a work in progress. Audiences are dynamic, and changing tastes and preferences are the order of the day.