What’s the purpose of marketing?
To build a brand and to grow a healthy pipeline
What’s the biggest challenge in marketing?
To STAND OUT IN THE CROWD
If you can’t differentiate yourself from your competitors, you will have a hard time building your brand. Unfortunately, there is no easy solution for this challenge, but gamification in marketing may be very well be your best way forward.
More and more companies are integrating game elements in their marketing strategy. They are presenting their ads in the form of games with competitions, leaderboards, challenges and rewards. With good reason!
In this article you will discover 4 reasons why you should really consider using gamification in your marketing. Ready? Set. Go!
Millennials represent one of the biggest generations ever and they have a significant impact on the economy. By 2020 millennials will account for 30% of total retail sales. (Forbes). While Millennials present a huge business opportunity they require an alternate approach. Millennials are demanding and digital-savvy users with high expectations. In addition, Millennials increasingly distrust traditional forms of advertising. In fact, studies show that 84% of Millennials don’t trust traditional advertisin, and they are great at ignoring traditional ads. Bad news for traditional marketing.However, these same Millennials grew up playing video games and they are great at critical thinking and deductive reasoning. (Forbes) A Nielsen report shares that “68% of Millennials own a game console, 76% own smartphones and 73% own a laptop, so it’s a generation comfortable with games, interactivity and technology.”
If you combine these two facts, it makes perfect sense to present ads in the form of games. After all, millennials love games. It’s what they grew up with. And if you love something, your natural defense mechanism goes down. Adding games to your marketing mix may be one of the most effective ways to reach and engage this highly critical and demanding generation. Put differently, gamification in marketing may be your best shot not to miss this giant business opportunity and to prevent a “game over” in the near future.
So… should we abandon traditional ads and only focus on gamified ads instead? Of course not! Gamified ads will not replace traditional “static” ads any time soon, but they can be a great add-on to your marketing campaigns.
Some campaigns generated 58% more leads, others generated more than 300% in revenue and in some cases even 560% ROI from initial marketing expenditures. These results alone are enough reason to at least consider using gamification elements in your future marketing campaigns.
M2 Research found that effective gamification, when applied correctly, can lead to a 100% to 150% increase in engagement metrics including unique views, page views, community activities, and time spent on site. The research also recommends including the most important elements of any great game: strategy, creativity (the gameplay), communication, rewards and virility (the shareability you game). This way your audience will be drawn towards your brand and they will share your ads with their network, leading to even more exposure and reach.
The success of Pokémon GO! (750 million downloads) points to the enduring appeal of digital games, an interest that top world brands (e.g. McDonald’s, Starbucks, Snapchat, Spotify, Cinnabon…) are taking advantage of.
Gamification is far from being a new concept, though when integrated with such technologies as augmented reality, virtual reality, geolocation services, and 360 images and videos, it an have an incredible persuasive power.
Over the past few years, gamification has shown incredible promise in connecting customers with brands in new and exciting ways. (Inc.) Magnum Pleasure Hunt is a great example of a fully interactive gamification solution. It places users in a virtual world where they can complete puzzles and collect Magnum ice cream bars. By creating a game that was inherently fun and interesting to play, Magnum garnered more than 20 million plays, generated major buzz, and kept its products at the center of the action.
Well, if you are looking for effective ways reach, attract, engage and persuade nowadays customers, gamification may be a great way to achieve your goals. But… I hear you think… Isn’t gamification in marketing expensive? Isn’t it something for the big brands? Can small and medium sized enterprises with a limited budget also reap the benefits of gamification? Of course they can!