Have you ever played a phone or computer game? Was that game associated with a brand you adore? Many brands are incorporating gamification into their digital marketing strategy to increase audience engagement and brand awareness.
Games, apps, and interactive content keep your audience engaged and "playing" with your brand. Using gamification to improve your marketing strategy will keep your users engaged with your brand and returning for more.
So, how can you use gamification in your digital marketing strategy to increase audience engagement? Let's define gamification first, then look at how you can use it.
What is Gamification?
The process of incorporating a branded game into your marketing strategy is known as gamification. To gamify your brand, your game must include fun tasks, clear goals, a simple user interface that is simple to learn and play, and tangible rewards. Furthermore, tips should encourage group participation and be easily shared.
Popular games that are frequently included in a brand experience include:
Apps for mobile devices
Games that use augmented reality
Interactive content (quizzes, polls, surveys, etc.)
You not only increase brand awareness when you gamify your brand. As a result, your level of engagement rises. Gallup data show that engaged customers spend 23% more on their favourite brands than the average customer. Furthermore, gamification in digital marketing attracts new customers. Indeed, 60% of customers say they are more likely to buy from a brand if they play a game.
Gamification also encourages customer loyalty and word-of-mouth marketing. Users who enjoy your branded game are likelier to share it on social media. Every time someone shares your competition on social media, you gain momentum and more eyes on your brand.
Brands use gamification in digital marketing to increase engagement, improve customer satisfaction, and drive more sales. Let's see how that works.
Gamification can be used in digital marketing to increase engagement and customer satisfaction.
When you incorporate a game into your brand, you establish a foundation for ongoing engagement and sharing. As a result, you promote user-generated content (UGC). In addition to your internal marketing strategy, your audience's word-of-mouth will increase brand awareness across all platforms.
Domino's and Teleflora have seen significant ROI from games. Domino's profits rose 30% after adding a pizza-making app. Teleflora customers also earn points for social media engagement. Facebook traffic increased by 105%, and conversions were 92%.
Gamification drives revenue by engaging audiences. Gamifying brands increases engagement and customer satisfaction. Engaging customers keeps them informed about products, services, and special offers. They'll spend more with you.
Encourage users to share their gamification experience on social media to boost engagement.
Branded Games Help Users Stand Out
Digital marketing gamification encourages competition and winning. Users love sharing their achievements and points with friends and family. They'll boost brand awareness by sharing their wins.
Achievements make players compete. Even better, inviting friends will motivate players to keep playing and winning. Pokemon Go encourages peers to catch the most Pokemon. Zombies, Run! helps runners gamify and track their workouts.
Use a leaderboard to encourage players to play and achieve more. Offer certificates or points to "cash in" winnings for prizes.
Gamification in Digital Marketing's Best Audiences
Digital marketing gamification works for all ages and demographics. Games are popular with 18-34-year-old Millennials, and Gen Z. This demographic spends $29–$143 billion in the U.S.
Younger Millennials and Gen Z are the first to grow up with high-speed technology, unlike Gen X and older Millennials. They're tech-savvy. Games are inherent.
Millennials and Gen Zers say tech is part of their identity. Gaming defines 68% of Gen Z males. Gaming is essential to social life, and users' favourite games influence their brand and media choices.
It's great to make a game with broad appeal, but make sure it's tailored to its most engaged users. Study popular branded games for kids and consider copying their strategies.
Ending
Gamification in digital marketing is a fun, memorable way to engage your audience, attract new followers, and keep them engaged with your brand. Incorporate a game into your marketing strategy and:
User achievements, rewards, certificates, points, leaderboards, and prizes
Share wins and the game with friends and family.
Request user-generated game content for marketing.
Give Millennials and Gen Zers a game experience like their favourites.
Use the game to promote user-interested products and services.
Helia Mohammadi
Social Media Specialist