When people in business think of gamification, it is likely that they envision loyalty programs that offer reward tokens. The term gamification can also bring to mind social fantasy games, but this is far from the truth. In fact, some studies indicate that adding these strategies to your business model can increase brand engagement metrics by between 100 to 150%, which is an attractive promise.
Gamification Relies On Motivation to Generate the Desired Result.
Video games are tempting entertainment for many people regardless of age, gender, or income bracket. Why is this? It is because games do not only provide a mental stimulation that invokes a sense of competition. The temptation comes from the promise of a reward. Applying that model to business can have interesting results.
Social Media: Integral to Today’s Business Marketing, Or a Time Waste?
People are split on their opinions about the veracity and over-arching purpose of social media. What can be agreed upon is that the vast majority of the population partakes in some form of social media nearly everyday, whether it’s a platform for music, pictures, or communication.
Perhaps unsurprisingly, some businesses were quick to see the value in getting their advertising on such websites and apps. Doing so allowed these businesses to interact with customers in a new way. The businesses that lagged behind in adding their presence found that the rules of digital marketing are slightly different than what works for print models. Notably, when it comes to digital, everything can be made into a game of some sort.
What Are Some Successful Examples of Gamification?
Studies indicate that launching a new online contest campaign can result in about a 30% customer increase. The ideal length of time for an online campaign is only between 25 to 60 days depending. This time is a bit shorter than would be found in a print contest of old, largely because the wait time for mailed participants has been removed.
A common example of new campaign launches is Starbucks. The coffee house giant frequently teases customers with new menu offerings just before a new launch. This creates some interest, but what propels customers to act on their interest is the idea of rarity. The brand is always careful to inform customers that a new offering will not be around forever. In doing so, actually obtaining the new item before it disappears becomes a quasi token of accomplishment.
Why Does This Strategy Work So Well In Today’s Market?
With the ubiquitous smart phone, nearly all entertainment can be found in the palm of your hand. So, it follows that when the ideal customer’s attention is continually transfixed by a single source, it pays to find a way to reach them through that source. Online platforms that rely on social media have the benefit of getting their newest marketing message to a built-in fan base and beyond.
Who is this built-in fan base? Followers, of course. Brand loyalty in the time of social media translates to following brands on various platforms. By applying the strategy of gamification, businesses can modulate their advertisements in such a way that the customer sees the marketing as part of a larger game. The trick is exclusivity, or in other words, limited availability.