Why create gamification strategies?

13

MAY, 2017

Marketing online
Estrategia
Web analytics

Gamification, as its name suggests, consists in applying the concepts, rules, designs and techniques of games to other fields not strictly related to playing so as to leverage the advantages of games for less recreational purposes.

The idea is to offer rewards, set challenges and propose goals that venture beyond the gaming world to become a tangible part of real life, as has been perfectly explained and exemplified by Silicon.

Sports apps are a very clear example of this strategy. They use the game design concepy to allow users such as runners, cyclists, skiers or hikers to share their training programmes, achievements and goals with an entire virtual community, all of which feeds back into the system with new challenges and real rewards offered by the brands who launch them.

Photograph via Unsplash

What can gamification do for your online marketing strategy?

After several years of refinement, its contribution to digital marketing is finally clear and proven. More importantly, it has become perfectly built into general inbound marketing strategies, seeking to use unintrusive tools and techniques so as not to push users away.
Gamification means giving the user added value, something that appeals to them and motivates them, compared to those invasive forms of advertising that make them feel pressured and tend to inspire rejection.

Like in a game, the content offered has to be appealing to the user, displaying a series of potential scenarios with all kinds of objectives, challenges and rewards and possibly also allowing the user to make contributions, suggestions and improvements.

The goal of a gamification strategy is to engage the user by offering them continuity and progress, encouraging them to get involved in the development and, most importantly, to share their experiences with the rest of the community based on the value each experience is given and acknowledging its significance.

“Take this information and you will have the power to use your resources wisely and make sensible decisions”

Novaigrup Team

Digital Marketing

It is all based on the fundamentals of play, so if you think about the characteristics of games you will soon come up with different ways to apply gamification strategies:

– Getting leads by launching appealing content in playful scenarios.

– Encouraging engagement by attracting and fostering commitment and loyalty.

– Building customer loyalty with evolving content that is delivered to the user in stages by means of challenges, options, rewards and achievements.

– Providing an interactive formula where the user knows more about you and you know more about them thanks to a constant flow of information.

– Influencing the customer’s habits, creating trends, inspiring wishes and expectations, changing their customs, generating a bottleneck effect, launching calls to action, and a whole host of other behavioural options.

– Building a community around the brand, an internal social network which is participative and constantly in motion for users to share achievements and experiences and interact on common ground.

– Going viral so as to encourage social participation on the basis that the user has considerable interest in the community growing in order to gain more experiences.

Rather than just another tool, gamification could even become the core of your digital marketing strategy, with every other action revolving around it.

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