Brands should not be wary of Gamification. It is actually a great strategy to get more customers and to build brand identity
When consumers walk into a store, they’re not just looking for products to buy. They are also looking for an engaging experience. This experience could be either entertaining or informative, but it certainly has to be useful. By using mobile marketing, brands will be able to engage with customers on a deeper level because, let’s face it, no environment is 100% mobile-free. However, in order to make this 24/7 interaction more interesting, another element is required, and that is where Gamification comes in.
What is Gamification?
Gamification refers to the use of game thinking and game mechanics in a non-game context. It is used to engage users, solve problems and promote learning. For instance, if a clothing brand uses a specially-created game to promote itself, it’s called gamification. The brand does this by asking people to finish the game, upon which they will given certain rewards such as coupons or a gift.
How can Gamification impact mobile marketing?
By adopting the principles of gamification, brands can super-charge their mobile marketing in three ways.:
- Get more in-store conversions: One of the key roles of gamification could be in reducing showrooming and increasing in-store sales. Most people enjoy playing games and one of the most popular platforms now is mobile. By using an engaging enough game that would have to be played in-store, brands can encourage more customers to walk in.
- Create a brand identity: By using gamification, brands can also establish their identity more clearly. For instance, an energy drink could use a sports-based mobile game that would reward players with energy drinks if they finish. Or, a bookstore could have a trivia-based game upon finishing which players would get free books or redeemable reward points.
- Inform customers: Gamification can also be used by brands to educate or enlighten customers. Heath food brands, for instance, could use a game to test the knowledge of consumers and make recommendations based on what their scores are.
There’s really no limit to the kind of gamification strategies that brands can apply to their mobile marketing plans. It is a strategy that is sure to benefit both consumers and brands; the former will gain in terms of entertainment and information and the latter will earn more conversions, engagements, and loyalty.