‘Gamification’ Is Serious Business For Marketers                        Anoop Sahgal              Digital Marketing, Adobe...
For marketers, “gamification” is about integrating gamemechanics into marketing activities to make them more funto drive e...
Leading companies areleveraging gamificationto transform theirbusinesses, and this isonly the beginning.3
Determine whereengagementmatters 4
5 ways to get started with      gamification             5
1. It’s a tactic not astrategy           6
2. Drill down on your objectives             7
As with any game, this interaction canbe viewed as a simple set of rulesand conditions that define theunderlying marketing...
Apply gamification tactics acrosschannels
When considering the role of mobile in gamification, oneshould consider four inherent characteristics of the medium:      ...
3. Evangelize
4. Test and make real-timedecisions
Don’t take your eye off the prize.
Upcoming SlideShare
Loading in...5
×

5 Ways To Get Started With Gamification

366

Published on

As marketers are becoming increasingly aware, game play is now evolving into a bona fide movement--a significant trend that is altering the way businesses interact with customers. Here's how you can make it a part of your efforts

Read more: http://www.cmo.com/#ixzz1jHy7sooV

Published in: Business, Technology
1 Comment
0 Likes
Statistics
Notes
  • This is a great Slide for Gamification beginners. Thank you for the insights. We have put together a Slide about top 5 books we recommend diving into if interesting in the world of Gamification: http://www.slideshare.net/captainup/gamification-5-books-to-get-you-started
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
366
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide
  • Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • For centuries, games have been an integral part of society. From ancient board games inscribed on Egyptian tombs to today’s advanced interactive video match-ups, game play has been an expression of human nature, just like work, learning, and relationships. Whether seeking a badge, ribbon, or place on a leader board, people derive fulfillment from playing games and competing among peersFor marketers, “gamification” is about integrating game mechanics into marketing activities to make them more fun to drive engagement and participation by cultivating desired behaviors through incentives and rewards. The power of games, if they are based on the right incentives, can create breakthrough engagement with any audience. As marketers are becoming increasingly aware, game play is now evolving into a gamification movement--a significant trend that is altering the way businesses interact with customers.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • The possible applications of game dynamics are nearly infinite. From a frequent-flyer program that entices travelers to book consistently on a specific airline, to a call-center training program that rewards agents possessing the most in-depth product expertise, many believe that gamification will have a significant impact on everything from the Web to education, health, social good, and work.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • Leading companies are leveraging gamification to transform their businesses, and this is only the beginning. With so many possibilities, where does an organization begin? The first step is to determine where engagement matters most.For instance, Adobe is applying the gamification concept to the beta software trials of one of its most popular software application suites.  Adobe is piloting a game concept that allows customers to earn points and obtain recognition through achievement levels and awards. The pilot’s aim is to promote learning and increased knowledge of the software and facilitate the learning experience through a gamification concept. The more customers learn about the new features of our product suite, the more rewards they can obtain. Plus, they can easily share their game-winning “status” through social networks.Bunchball, a leader in the gamification movement, has implemented Nitro, “the participation engine” for customers from Victoria’s Secret to USA Networks’ Club Psych, and a game for the comedy blockbuster movie Despicable Me. “Gamification is a way to bring more value and increase engagement—it gets users personally invested,” said Rajat Paharia, CEO and founder of Bunchball. “For success metrics, we emphasize tracking revenue either directly in the form of engagement with advertising and other revenue streams to indirect revenue such as user growth and monetizable activity. Everything else is just fluff metrics.”Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • >> It’s a tactic, not a strategy: Don’t start throwing the terms “gamification strategy” around in your executive review meetings. Use gamification tactics to meet measurable business goals, whether this involves increasing engagement with customers or employees, driving training adoption, or rewarding employees for regulation compliance. Determine what you want to achieve, and then measure it.“Gamification is far more than simply putting a branded game on your Web site. Track your progress toward achieving business goals in real-time. Don’t create a game for a game’s sake. If gamification is not providing measurable ROI, then you shouldn’t be doing it,” said Ryan Elkins, CEO and co-founder of IActionable.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • Drill down on your objectives: Make the game an actionable step in the marketing conversion funnel. For example, track punch card usage, clicks on content such as videos versus graphics, or test sales force productivity through a game model. Use the information to modify behaviors, game designs, content, and product offerings. But blindly adding game mechanics to your site might not give you the results you’re looking for. To truly engage users and create long-term loyalty, the gamification solution you deploy needs to make sense for your business.“Gamification is about better engagement with your audience and facilitating a more interactive experience with your company’s products and services,” said Ivo Lukas, CEO and founder of 24Notion.A basic rule of thumb is that consumers should be rewarded with virtual items (e.g., points) for specific behavior (e.g., purchase), and those virtual items should offer access to exclusive privileges and rewards, such as levels or prizes.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • As with any game, this interaction can be viewed as a simple set of rules and conditions that define the underlying marketing objectives of a program, such as:increase in the frequency of purchaseboost the value per purchaseencourage usage of a new sales channeldrive new product/service adoptionperform consumer segmentationconduct new customer acquisitionobtain feedbackupsell/cross-sellAttribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • >> Apply gamification across channels: Integrate the game into social, mobile, online, and offline campaigns to amplify results and boost participation. Channels are your arena—make them as large and integrated as possible. Game play and its outcomes must be available wherever, however, and whenever people have the time and interest.Consider the mobile channel, which was perceived initially as a revolutionary interaction channel for gamified marketing promotions.Consumers could easily participate in on-pack marketing promotions by simply texting a printed code to get back their points or rewards. For example, consumers would buy a can of Coca-Cola and register their on-pack code via SMS to enter a sweepstakes or win an instant prize. The convenience of SMS versus physically mailing the code was so high that the use of mobile immediately resulted in a dramatic increase in redemption rates.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • When considering the role of mobile in gamification, one should consider four inherent characteristics of the medium:The personal, intimate nature of a mobile device translates into higher potential impact.It’s time-sensitive.Instant, easy interaction makes direct response much easier.Interactions can be tracked, leading to much greater accuracy in measurement.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • >> Evangelize: Talk about the game program and promote it online and on social networks. Make sure every customer touch point is involved and informed. Games can quickly go viral, but users need to be made aware of the game and its incentives whenever and however they interact with your organization.Psych is a popular program on the USA Network, but, these days, creating value for TV advertisers often means connecting to the Web and social media in creative ways. Enter Club Psych, the online brand platform for the show, and among the first major media platforms to get gamified. The brainchild of NBC/Universal executive Jesse Redniss, Club Psych implemented gamified incentives to raise page views by more than 130% and return visits by 40%. The resulting rise in engagement has generated substantial revenue for the company, bringing registered user counts from 400,000 to nearly 3 million since the launch of the gamified version. The media conglomerate has since embraced the strategy across properties, bringing gamification to ratings leaders like Top Chef and the The Real Housewives.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • >> Test and make real-time decisions: Test, gather metrics, and use the findings to make real-time decisions. Apply multivariate testing. Test different versions of game’s creative content—different graphics and videos, for instance—against one another to determine which experiences promote the liveliest, most active play. Test activity on networks such as Facebook to make gamification efforts more effective and determine the ultimate effects on the bottom line. It is important to measure social activity, since game play is inherently community-oriented.  Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • The important thing is to make sure all gamification tactics align with your overall marketing and business goals. Don’t take your eye off the prize. Advance into the new, yet ancient world of gamification using the most effective, cross-channel measurement and optimization strategies. Gamification is more than just trendy—it can make solid business sense and deliver impressive returns.Attribution: http://www.cmo.com/gaming/gamification-serious-business-marketers
  • 5 Ways To Get Started With Gamification

    1. 1. ‘Gamification’ Is Serious Business For Marketers Anoop Sahgal Digital Marketing, Adobe Systems 1
    2. 2. For marketers, “gamification” is about integrating gamemechanics into marketing activities to make them more funto drive engagement and participation by cultivating desiredbehaviors through incentives and rewards.
    3. 3. Leading companies areleveraging gamificationto transform theirbusinesses, and this isonly the beginning.3
    4. 4. Determine whereengagementmatters 4
    5. 5. 5 ways to get started with gamification 5
    6. 6. 1. It’s a tactic not astrategy 6
    7. 7. 2. Drill down on your objectives 7
    8. 8. As with any game, this interaction canbe viewed as a simple set of rulesand conditions that define theunderlying marketing objectives.
    9. 9. Apply gamification tactics acrosschannels
    10. 10. When considering the role of mobile in gamification, oneshould consider four inherent characteristics of the medium: 1. The personal, intimate nature of a mobile device translates into higher potential impact. 2. It’s time-sensitive. 3. Instant, easy interaction makes direct response much easier. 4. Interactions can be tracked, leading to much greater accuracy in measurement.
    11. 11. 3. Evangelize
    12. 12. 4. Test and make real-timedecisions
    13. 13. Don’t take your eye off the prize.
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×