Introduction
Today – capturing consumer attention is more challenging than ever. The average attention span of a website visitor is a staggering 1.7 seconds!.
The amount of information possible to convey in 1.7seconds is almost non-existent. So how can we improve on that?
As marketers are constantly seeking innovative strategies to engage their audiences they eventually find the world of gamification in marketing – a dynamic approach that transforms ordinary marketing interactions into engaging and immersive experiences.
By infusing elements of games into marketing campaigns, brands can create captivating narratives and interactive activities that resonate deeply with their target audience.
This article delves into the essence of gamification in marketing, unveiling its myriad benefits, from heightened engagement to unparalleled customer loyalty.
As we explore this exciting fusion of game mechanics with marketing tactics, we’ll uncover how businesses are leveraging gamification to revolutionize their customer interactions, ultimately fostering a more dynamic and interactive brand-consumer relationship.
To set the stage, I will first give a brief overview on what is gamification in marketing in general. Then I will explain step-by-step 5 key benefits and how gamification in marketing is the only approach that will yield these benefits.
Happy reading
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What is Gamification in Marketing?
Gamification in Marketing is often something people can refer to as a buzzword or a concept they are vaguely familiar with but it is rarely something marketers actually know what or how to do or where to begin.
Overall think about gamification in marketing as you would think about “How can I create a dialogue with my audience?”. How would it be possible to create an experience where your audience can interact with your message.
While standard marketing is just one way – company sends out a message, pays to distribute it and then hoping it will stick to someone. Like throwing a spaghetti to a wall and see what sticks.
Gamification marketing is inviting those people over for dinner and including them in your message.
You can achieve that with different types of gamification marketing. Here are some examples of gamification marketing types:
- Trivia games – You ask questions from your audience and invite people to answer those questions. It can be to test the knowledge or to prove a point.
- Prediction games – As a marketer you can invite people to give their opinion about the future and listen to their input.
- Branded minigames – The most fun and engaging way to include your potential customers is to invite them over to play a game that reflects your brand.
- Wheel of Fortune and other lotteries – Instead of just giving out a discount or a prize to people you invite users to interact to get the prize.
Take a look at some case studies on successful gamification marketing campaigns below
Gamification Marketing Case Studies
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Lets delve in more detail why exactly were those campaigns successful.
Benefit #1 Increased Engagement
Interactive campaigns are revolutionizing marketing by engaging customers through compelling, immersive experiences rather than traditional one-way communication. At the heart of this approach is the creation of an interactive narrative or activity that invites customer participation.
These campaigns often utilize storytelling, puzzles, quizzes, or virtual simulations, inviting customers to play an active role. This participatory model transforms the customer from a passive recipient of information to an active participant in the brand’s story.
For example, a brand could launch an interactive mystery-solving campaign where customers solve clues related to the product or engage in a virtual journey related to the brand’s ethos.
Engagement is a metric which is often very hard to quantify or measure.
Think about your earlier marketing activities and answer the following questions:
Does your visitor feels they are engaged with your content? This is a “Yes” or “No” metric. Gamification marketing is almost the only concept which enables you to say “Yes” to this question.
How much is your visitor engaged? If you answered “No” to the previous question then this answer is a clear 0. With Gamification Marketing we can measure this! Engagement is measured in “How much did the visitor complete of the experience I created for them?” Is it 50% – E.g. They answered 50% of the questions I included in my Trivia game. Is it 100% – They experienced the entire concept from start to finish.
On average gamified campaigns have engagement of 98%!
These level of engagement captures the customer’s curiosity and encourage a deeper exploration of the brand’s content.
This deeper involvement fosters a stronger emotional connection with the brand, leading to higher engagement levels, as customers are more likely to remember and share unique, experiential interactions.
Benefit #2 Increased Visit Length
The duration of a visitor’s stay on a website is a critical metric in digital marketing, as longer visits often correlate with a higher likelihood of conversion.
When users spend more time on a website, they are typically engaging more deeply with the content, gaining a better understanding and appreciation of the brand’s offerings.
This extended engagement allows for a comprehensive exploration of products or services, which can significantly aid in the decision-making process. It also provides ample opportunity for the brand to build trust, showcase value, and address potential concerns or queries through detailed information, testimonials, and demonstrations.
Furthermore, a longer visit increases the chances of users encountering persuasive calls-to-action, such as special offers or newsletters sign-ups, which can further nudge them towards a conversion.
Essentially, extended website interactions create a richer, more informative user experience, fostering a sense of confidence and readiness in the visitor to take the next step, whether it’s making a purchase, booking a service, or contacting the business for more information.
With traditional marketing an important KPI that brands measure is the CTR (Click-through-rate). What this captures is how many people end up clicking on your message. But it does not in any way shape or form tell you what happens after the click.
99% of the time after the click you receive a visitor for 2 seconds and then they bounce from your website. Of course there is chance that they will also convert but there’s little brands do to control it. Brands often hope that whatever they find after landing to their site, is enough to make them convert.
With Gamification the average time visitors spend on your site after the CTR metric is around 5 minutes! This is 5 extra minutes that you give people to opportunity to find something relevant to them in the website to turn the visit into conversion.
Benefit #3 - Customers remember you for months!
How To Create a Branded Game To Promote Your BusinessA key benefit of gamification in marketing, frequently explored under search terms like ‘enduring impact of gamified marketing’ and ‘lasting engagement in marketing,’ lies in its unparalleled ability to create long-lasting brand memories.
Unlike traditional marketing approaches, which might be quickly forgotten, gamified experiences embed themselves in the consciousness of the audience.
This is largely due to the interactive and immersive nature of gamification tactics, which transform mundane marketing messages into engaging, participatory experiences.
As a result, participants of gamified campaigns often retain vivid memories of the brand’s narrative and message, leading to prolonged brand recall that extends far beyond the initial interaction.
This extended memory retention, a topic of increasing interest for digital marketers, ensures that the brand stays top-of-mind, thereby increasing the likelihood of future consumer interactions and conversions.
Moreover, the emotional connections forged through gamified experiences are strong and lasting. When consumers interact with gamified content, they often experience positive emotions such as joy, curiosity, and a sense of achievement, which are closely associated with the brand.
These emotional experiences are crucial in a crowded market, where emotional resonance can significantly differentiate a brand. Discussions around ’emotional engagement through gamification’ highlight how these strategies are not just about retaining information but creating memorable experiences that align with the users’ emotions and values.
In an age where consumers are bombarded with countless marketing messages, the ability of gamified marketing to stand out and create a lasting emotional bond is what makes it a valuable tool for businesses looking to establish a strong and enduring market presence.
Bonus: Survey on Gamification marketing effects and memory results
Adact has conducted surveys on how long in the future participants remember that they participated in a brands campaign.
We polled 250 people who gave their consent to be interviewed by Adact after participating in the campaign. We sent out the survey 6 months after they had participated asking the following questions:
- Do you remember leaving your contact information in any marketing campaign 6 months ago?
- If “Yes” then do you remember which company did the marketing?
- If “Yes” then explain the marketing activity that took place
Out of 250 people 192 recalled the brand and also the exact experience they participated in!
This result would not be possible without gamification marketing!
Benefit #4 - Differentiate from your competitors
How can a brand gain an upper-hand in the never ending battle between competitors? As the saying goes: “If you do the same exact thing you will get the same exact result”.
But getting the same result as your competitors is not good enough. In order to gain market lead you need to have better results than your competitors. And if your competitors are not utilizing gamification marketing, its the perfect moment to start exploring this innovative new trend!
In the saturated digital market, businesses are in a constant battle to capture and maintain consumer attention. Adopting gamification marketing sets a brand apart from competitors who might still rely on traditional marketing methods.
When users search for ‘benefits of using gamification marketing’, they’re often seeking ways to differentiate their brand in a crowded industry. Gamified marketing strategies do exactly that by providing a unique, interactive experience that is both memorable and engaging.
Unlike conventional advertising, which often blends into the background of consumers’ daily media consumption, gamification creates standout moments that are likely to be remembered and talked about as proven before.
This distinctiveness is not just about being different; it’s about creating a lasting impression that resonates with consumers on a deeper level.
For businesses looking to rise above their competitors, offering an experience rather than just a product or a message can be a game-changer. It positions the brand as an innovator and a leader in customer engagement.
Furthermore, in a digital landscape where users are bombarded with countless advertisements daily, a gamified approach can cut through the noise, attracting and retaining customer attention more effectively.
Benefit #5 - Increased brand loyalty
A significant benefit of standing out with gamification marketing is the cultivation of long-term brand loyalty and advocacy.
When businesses engage customers through gamified experiences, they’re not just selling a product; they’re offering a memorable and enjoyable experience.
This positive interaction fosters a deeper emotional connection between the brand and its customers, translating to increased brand loyalty.
Additionally, the unique nature of gamified campaigns often leads to organic social sharing and word-of-mouth marketing, as users are more inclined to share their fun and unique experiences with others.
This not only extends the brand’s reach but also builds credibility, as recommendations from peers are highly trusted.
In a competitive market, leveraging gamification effectively can transform customers into brand advocates, a valuable asset in driving brand growth and sustainability.
Conclusion
It’s no secret that we are a fan of using Gamification solutions in marketing.
That’s because we see the results and we live the experience of providing companies the ability to tap into gamification marketing benefits.
Whether you are just looking into the concept or have already used gamification in your marketing initiatives you are already a step ahead of your competition and being remember by your audience with a positive note.
We encourage you to give this concept a try and we guarantee that the feedback from your audience will be better than you could have anticipated
FAQ about Gamification marketing benefits
What are the main benefits of gamification marketing?
The main benefits are:
- Increased engagement
- Increased visit length
- Customers remember you
- You are ahead of your competition
- Increased brand loyalty
How can I measure engagement?
You can measure engagement by evaluating the percentage of how much of the information you present in your marketing is delivered to your audience.
How can I start using Gamification in Marketing?
The easiest way is to book a call with Adact team and we will guide you through exactly step-by-step process on how to launch your first gamified campaign
