Online Marketing: Gamification — What, Why and How
1. Provides a Sense of Accomplishment: When the aim is to keep customers engaged and progressing, you want your customers to stay highly motivated. Through tasks and contests, customers’ instinctive abilities can be invoked. Completing tasks lends customers a sense of satisfaction.
2. Fosters Competition: Competition is good, especially when it breeds on your website. Contests and quizzes make your online program even more exciting when customers can compete with other participants.
3. Evaluate Own Performance: Customers have the need to participate and evaluate their own performances. When a program gives them the liberty to assess their own performances, they set higher goals and perform better.
4. Helps You Promote Specific Behavior Patterns: Gamification helps you identify and reward specific behavior patterns that create value for you.
5. Gets You Feedback: Without feedback, your program will, most probably, not be a success. Gamification reflects what your customers want. Feedback is analyzed in the form of the activities they indulge in. Because you now know what interests your customers the most, there’s a lot more you can do to generate revenue quicker.
How You Can Implement Gamification
The best thing about Gamification: It brings customers into a deeper level of interaction, and the customers do not need to be experts at playing games.
Gamifying your online marketing does not mean that those good at playing games will perform better. It is simple integration of game mechanics in non-game contexts. That makes the loyalty program more interesting and engaging for almost every customer.
- Contests and Quizzes: Contests awaken the desire within customers to perform. It is important to understand that no single contest will attract participation from all customers. Through diverse contests at different stages, you can engage your entire customer base. Variety keeps your online marketing alive and buzzing with energy.
- Badges and Levels: Giving badges indicate that your brand acknowledges customers’ efforts and lauds them with a special status when they have displayed certain expertise, which can be commenting or buying frequently, sharing or liking. The behavior gets repeated as you display higher-level badges and customers try to make the maximum effort to reach the top. This desire to acquire social badges may also emanate from customers’ social needs to acquire status higher than others.
- Levels as Rewards: Levels provide a boost to customer activity by displaying the next goal. Leveling-up reflects long-term achievement. Unlock access to more features, missions and a host of other rewards when customers level up.
- Reward Specific Behavior: Not every customer activity will result in an achievement, but that does not mean that it should go unacknowledged. Reward customers for the interactions they have. Give reward points on specific behavior. You may choose to surprise them the first time, but ensure that customers know what behavior will extract which reward.
- Leaderboards to Inspire and Foster Competition: Leaderboards motivate customers to compete with others and perform better. This improves their social standing.
- Develop a Community: Create a place where customers’ achievements can be shared and discussed. The place will act as a reservoir for creating energy within your community of customers.
Gamification makes interaction between businesses and their customers easier. When a program acknowledges customer interactions through rewards, it becomes personal. The rewards need not be big; they merely need to serve as motivators. Use gamification to leverage motivation to create loyalty that not only lasts long, but also creates value for your business.