Marketing is about appealing to customers and getting them to take desired actions. Gamification is the use of game elements in non-game contexts to motivate people to do something. This can be used to increase customer loyalty, build brand loyalty and encourage desired behaviours. In this article, we look at the different ways gamification can be used in marketing and the benefits it offers.
Loyalty programmes
One of the most popular ways companies use gamification in marketing is through loyalty programmes. These programmes reward customers for their repeat purchases and encourage them to continue shopping. For example, a coffee shop might offer a stamp card where customers receive a free drink after purchasing 10 coffees. This rewards customers for their loyalty while encouraging them to buy more to earn the reward.
Quizzes and interactive competitions
Another way companies use gamification in marketing is through quizzes and interactive competitions. These types of campaigns can be used to increase customer engagement and encourage them to take desired actions, such as making a purchase or signing up for a service. For example, a fashion retailer could hold a quiz where customers are asked to identify different fashion trends, with the winner receiving a shopping voucher. This not only increases brand loyalty but also encourages customers to make a purchase to enter the competition.
Employee training and education
Gamification can also be used in employee training to make it more engaging and effective. For example, a marketing and design school could use gamification in their curriculum to make learning more interactive and fun. By incorporating elements such as points, leaderboards and badges into the learning experience, students are more likely to stay engaged and motivated to learn.
Conclusion
Gamification is a powerful tool for marketers to increase engagement, encourage desired behaviours and improve overall marketing results. It can be used in a variety of ways, from loyalty programmes to quizzes and interactive competitions, and can be applied across a wide range of industries. Integrating gamification into our curriculum effectively makes learning more interactive and engaging for our students. When you understand the power of play, you’re well on your way to mastering the art of engaging customers and getting them to take desired actions.
