Emotional loyalty with Gamification and Game Psychology
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(Keith, CEO of Gametize, delivered this presentation in Mumbai, Loyalty Summit 2014). ...
(Keith, CEO of Gametize, delivered this presentation in Mumbai, Loyalty Summit 2014).
A quick look at today's 'loyalty' programs and implementations show that most businesses believe loyalty is based on transactions and purchases - a poor measurement because authentic loyalty is also based on emotions and advocacy, either through word of mouth or social media. Loyalty is a BIG word, much like love, cheating, and trust. Emotional loyalty, as some call this, is effectively leveraged by brands such as Starbucks, Singapore Airlines, Apple. It, however, is difficult to implement and execute.
Gamification can be a significant strategy to enable brands to create emotional loyalty and love. It is the concept of using game psychology and concepts to motivate behaviors, loyalty, and building communities. McDonald's, Samsung & American Express are among some brands which artfully gamify their campaigns for marketing purposes, while e-commerce sites like G-Market continue to engage their consumer beyond transactions.
Gamification specialists like Gametize spend considerable time and resources stealing these "trade secrets" from the best games that can be applied in the real world to replicate the same love, stickiness, and loyalty. Keith will share his experience and research on engaging your consumers in the conversion FUNnel through case studies, as well as some common #epicfail mistakes.
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