[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_margin=”||-29px|||” custom_padding=”||0px|||” global_colors_info=”{}”]<\/p>\n
Have you just launched your brand or are you heading up a marketing team? You’ve probably already heard of gamification<\/b>. It’ all about incorporating playable, interactive mechanics into your marketing campaigns. This innovative technique stimulates the commitment of your prospects and customers. The ultimate aim is to better your marketing objectives. <\/span><\/p>\n But what exactly is gamification in marketing and how do you get started? In this article, we present the main levers you can use to gamify your speaking engagements. <\/b>We’ll also look at some practical advice on how to get started. <\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”||2px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Gamification is a process that involves integrating playful and interactive mechanism<\/b>s into brand communications. Here, we will focus on its application in marketing. But gamification can also be applied to training<\/a>, recruitment, etc. <\/span><\/p>\n The concept of gamification was first theorised by Gabe Zicherman<\/b>, a Canadian-American author, lecturer and businessman. He was an advocate of the use of game mechanisms in business, education and other fields. For him, the structural elements of the game could be apllied to all professional sectors. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_margin=”-31px||10px|||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The first reason for this is that the game has a final objective.<\/b> It is a quest that will guide all the player’s actions. The simple fact of introducing gamification element therefore makes it possible to give meaning to any task. It also increases the intrinsic motivation<\/strong> of the participants. This lever responds to our need to be part of something bigger, but also to surpass our own abilities. <\/span><\/p>\n This is the second ingredient of gamification: competition<\/b>. Participants are encouraged to test their skills and even compete against other players. Here again, the challenge helps to engage players, motivation them to go all the way, and even repeat the same task. <\/span><\/p>\n And all with the prospect of winning a reward<\/b>, whether material or symbolic, immediate or deferred. This is the final performance factor in gamification. Rewards help to capture attention, engage and motivate <\/strong>users to take part in an experience. <\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”2px||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_margin=”||8px|||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/10\/gamification-marketing-1.webp” title_text=”marketing-gamification” align=”center” _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”|87px||81px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Applied to marketing, the concept of gamification transforms the interactions between a brand and its prospects\/customers<\/b>. This strategy involves incorporating the ingredients of a game (the mission, the challenge and the reward) into the messages and content shared by companies. <\/span><\/p>\n For example, a company can:<\/span><\/p>\n So we can see that gamification in marketing can be applied everywhere. It can easily be applied to all business sectors<\/b> and at every stage of the customer journey. Major bands such as Starbucks and Airbnb have integrated gamification levers into their marketing strategy. The aim is to increase and optimise interaction with their audience. The first is via their loyalty program, and the second is to encourage users to complete their profile. <\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” min_height=”211px” custom_margin=”||-10px|||” custom_padding=”0px||1px|||” global_colors_info=”{}”]<\/p>\n The main attraction of gamification in marketing is that it makes contact between the brand and its customer\/prospects much more fun, and therefore memorable. The whole point for companies is to strengthen the relationship with their audience <\/a>by creating a stronger, more emotional and differentiating bond. <\/span><\/p>\n Unlike a static advertisement or a promotional post on social networks, the brand offers its audience the chance to interact with it, through a playable and therefore fun experience. This has a number of benefits for companies<\/b>, including <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” min_height=”65.4px” custom_margin=”||-45px|||” custom_padding=”2px||45px|||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”||44px|||” global_colors_info=”{}”]<\/p>\n Playable formats capture consumers’ attention more easily. Not only because they are different from what they are used to, but also because they can unlock rewards. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_margin=”-31px||10px|||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n In a context where consumers are exposed to hundreds of advertisements a day, gamification makes it possible to create a memorable customer experience. it encourages users to interact with brand content. This can be done by encouraging them to make part in a game, to progress within a loyalty program, etc. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_margin=”-38px||9px|||” custom_padding=”1px|||||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n A recent study<\/a> shows that gamification can increase conversion rates by 8%. Gamification encourages action and can help brands to create a sense of urgency. With time-limited discount vouchers, for example. It’s also a way of building loyalty. Through a gamified VIP programme, for example, which subtly encourages the brand’s customers to buy from it. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_margin=”||4px|||” custom_padding=”1px|||||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”]By increasing the number of interactions with customers, gamification in marketing makes it possible to better understand and analyse their behavior and preferences. It’s also a powerful tool for collecting zero-party data<\/a> (shared directly by users) to find out more about the buying habits of your audience. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/07\/Engagement-solution-gamification.webp” alt=”Gamification blog” title_text=”commitment-solution-gamification” align=”center” _builder_version=”4.27.2″ _module_preset=”default” width=”99.9%” custom_margin=”-40px|||||” custom_padding=”50px|93px|45px|93px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”||33px|||” global_colors_info=”{}”]<\/p>\n To gamify your marketing campaigns<\/a>, we recommend you follow these steps;<\/span><\/p>\n 1. Define these objectives<\/b>. Gamification can be used at all stages of the customer journey. But to start with, it can be effective to focus on the most strategic points of the company. For example, the main commercial challenge may be to retain existing customers. in this case, gamification can be used to create and optimise the loyalty program. <\/span><\/p>\n 2. Look at what the competition is doing<\/b>. A little benchmarking of good gamification practice in your sector and other verticals can inspire companies and provide them with concrete examples to re-use <\/a>in their own strategy. <\/span><\/p>\n 3. Create personalised experiences<\/b>. With Socialshaker, companies can easily choose the gamification mechanisms they want to integrate into their communications and adapt them to their graphic universe. <\/span><\/p>\n 4. Choose attractive rewards<\/strong>. The strength of gamification also lies in the desirable nature of the prizes on offer<\/a>.<\/span><\/p>\nWhat is gamification? <\/h2>\n
The ingredients of marketing gamification<\/h3>\n
What are the uses of marketing gamification?<\/h2>\n
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The benefits of gamification for boosting your marketing strategy<\/h2>\n
improved visibility <\/h3>\n
Greater user engagement <\/h3>\n
Increased conversion and retention rates<\/h3>\n
A better understanding of its customers<\/h3>\n
How do you get started with gamification marketing? <\/h2>\n