How Gamification is Transforming Marketing
Today's smart marketers are turning to gamification techniques to drive user behavior across their brand's websites and mobile applications. Gamification is a business strategy that applies proven techniques to influence behavior from game design to nongaming environments. These techniques tie rich behavior analytics with programs that highlight user status and achievements within a user experience, with these achievements being tied directly to your business objectives.
Your gamification design should begin with these important objectives and concentrate on providing a rewards system that aligns to your long-term strategy. Well-loved brands from Samsung to Universal Music to Ford Escape Routes, three Badgeville customers, have deployed powerful gamification programs to drive dynamic loyalty across their multifaceted user experiences.
Here are three things every marketer must know to deploy a successful gamification program in 2012:
1. Gamification is a real business strategy tied to real results. Traditional social marketing methods are difficult to link directly with increased return on investment, user activity and customer engagement. Adding gamification to your company's website allows you to capitalize on the things your customers value most about their interactions with your platform, rewarding them for positive behaviors while at the same time measuring these behaviors to decipher clear ROI.
If you chose to partner with a gamification vendor, make sure that the platform provides advanced behavior analytics to surface how these programs are impacting your business objectives. Smart gamification can provide significant insight regarding what users are doing across your community. When businesses choose to reward behaviors that align with business objectives, they can guide the user experience to actually drive important user behaviors and gain deep insight into the health of their community.
2. Gamification is applicable for every user experience. At Badgeville, we have over 150 customers across virtually every industry — retail, technology, healthcare, media and entertainment, travel, online services, and internal employee deployments. For marketers, it's key to understand that gamification can be applied in many different ways, from sophisticated reputation programs to game-like experiences with leaderboards and points. Every brand and experience can apply gamification techniques to achieve and exceed their objectives. That said, gamification applied incorrectly to an experience can deter engagement. We offer our clients professional services to ensure their deployments are a success, seeing anywhere from 20 percent to 200 percent increases in business objectives tied to user behavior.