Blog

Gamification as a marketing strategy is nothing new, but with its increasing popularity with all kinds of businesses – both B2B and B2C – it’s a technique to look out for this year.

What does it mean?

Basically, gamification is the application of game-design thinking in non-gaming contexts. This can be used with many different types of business processes, and can be aimed at getting both employees and customers to participate in typically mundane procedures, such as filling in surveys or reading the content on websites, that they may have wanted to avoid before. It’s all about modifying users’ behaviours, and not only encouraging them to participate in tasks, but making them want to participate in the tasks. Creating addictive games that can link into a business process and give users the ability to experience personal achievement and progression can be effective in targeting individual consumers as well as other businesses.

How does it work?

The idea is to attract and engage customers by using interaction and participation in their online marketing strategies. Loyalty programs can be improved by introducing gamification principles, such as providing rewards to customers who interact more with the brand. It can also be used to gain new customers, when they might have been reluctant to part with their cash before.  Adobe Photoshop is a particularly successful case that exemplifies the advantages of using gamification:

Adobe asked for help from Bunchball (a gamification platform provider) when they were trying to increase sales of Photoshop, and as a result, ‘LevelUp’ was created. The idea is to teach users how to use CS5 and CS6, but in a fun and competitive way. The more skills the user perfects, the more missions they complete and the more badges they win, giving them a sense of achievement that online tutorials or reading a manual wouldn’t have provided.

What will the customer get out of it?

Each business that wants to use the idea of gamification has to decide on what will most encourage their customers. This, of course, depends on the type of business, but generally, it will be one of the following:

Money – such as special offers or cashback

Points – which they can add up as they go along

Non-monetary rewards – such as early access to products

Status – give them voting power or a badge for each ‘level’ they pass

Sociability – give users the chance to share their achievements on social networking sites such as Facebook

This last point is important, as many people on Facebook already take part in the variety of games available and use them as interactive tools with their online friends. A point system for social action is one of the biggest motivators in the area of gamification, and as Facebook users are already used to liking and sharing, it isn’t a big leap to interacting meaningfully with your business using similar methods.

If you take the time to plan how both your business and your customers will best benefit from gamification, it can turn into a successful marketing strategy which will keep your clients engaged and happy to learn more about your products or services.

By Chelsey Evans

Follow @AmpheonLtd

The focus of many businesses always seems to be on getting new customers: how can we attract new clients? What will make them want to use our services or buy our products? What incentives can we give them to come to us instead of our competitors? While getting new business is obviously extremely important – and always will be – the amount of resources spent on this area of marketing can be out of proportion with the returns. What will really help your business is identifying your most loyal customers and keeping them happy, instead of spending all your time on tracking down new clients.

By Chelsey Evans

Follow @AmpheonLtd

Thanks to the internet, smartphones, tablets and other technological advancements and devices, the world seems to be getting smaller by the day.  People in Asia can just as quickly get in touch with you as people in the UK. Even if you’re a small business, this means that you have to take other countries – and therefore, other languages – into consideration when creating a website. Making your site accessible to a wide range of countries can help build your brand and increase profits considerably – if you do it right. Many things can get lost in translation, and the language barrier is just as present online as anywhere else.

By Chelsey Evans

Follow @AmpheonLtd

Some businesses are moving away from using email campaigns to promote themselves and their products, however, it is still one of the quickest, easiest, and cheapest ways to communicate with potential clients from all over the world, and as long as you carefully plan your campaign and target it specifically to your customers, email can still be extremely effective when it comes to converting visitors into buyers:

By Chelsey Evans

Follow @AmpheonLtd

These days, businesses need a carefully planned digital marketing strategy if they are to keep up with their competitors online, but it is just as important to focus on the more traditional methods of offline marketing. If, however, you are looking at strengthening your brand in as many mediums as possible, you’ll need to consider how you can integrate these two different types of promotion methods. After all, if a potential visitor reads about you in a printed publication but finds it difficult to locate you online, you risk losing a huge amount of business. 

By Chelsey Evans

Follow @AmpheonLtd