In the complex world of marketing strategies, engaging the customer to build brand affinity has become a top priority as well as a monumental challenge.
‘Gamification,’ is increasingly gaining traction among marketers and brands and is being regarded as one of the most effective and lucrative marketing strategies. Gartner has predicted that 70 per cent of global 2000 organisations will have at least one gamified application by 2014.
What it does essentially is motivate behaviour that is advantageous for a brand, enhance user experience and build brand loyalty. In the context of marketing application, it leverages people’s natural desire for socialising, competition, and entertainment, taking it a few notches higher with the help of internet and mobile technology.
In the virtual realm, rewards and incentives include loyalty programs, badges, virtual currency & gifts, leaderboards, progress bar, among others. Gamification is quantifiable in terms of ROI as brands can track user activity and participative behaviour.
Gamification revenues are expected to reach $2.8bn by 2016. When researchers first began to explore how people could become so utterly immersed in virtual world computer games, they were mystified. How is it that people put more effort into these games than they put into their day jobs and personal relationships? Why, when they’re playing, are they content to work so hard for so long without pay?
Were these gamers, having misspent their youth in darkened rooms, now just wired differently? Were we seeing the evolution of a ‘Millennial’ step-change in human psychology?
The insights emerging from this research have profound implications, not just for the world of work, but for aspects of a nascent “engagement economy.”
Mike Cooper Worldwide CEO, PHD will answer all these questions, in a session titled, ‘Game Change: The Future of Work is Play’ at the exchange4media Conclave 2014.
The session explores game theory and how it’s being applied for innovation in business and marketing today and Cooper will tell the story of how - by applying the principles of game-playing to its business and utilising the very latest technology, and deliver results for clients and agency alike.
To read more on the exchange4media conclave- http://www.exchange4media.com/Conclave2014/index.html
Globally, brands like Domino’s, Starbucks, Heineken, Nike, Coca-Cola, Microsoft, LinkedIn, McDonald’s already incorporate gamification techniques in their marketing strategies and others are following suit.