Gamification and Driving High-Value Customer Behavior
Apr 30, 2017

THE EGR BLOG / STRATEGY

BY BRITTANY JOHNSTON | 3 MINUTE READ

Typically seen within all, if not most video games, the technique of gamification has quickly developed from guiding a community of gamers through pre-planned game mechanics to allowing business’ to influence a community of consumers and increase consumer engagement and/or influence consumer behavior.

Over the years, this term has transformed to define a variety of marketing techniques involving elements related to these principles. In it’s simplest terms, Gamification, as applied to business techniques, can be defined as: “The use of game-like mechanics and dynamics in a non-game environment such as marketing to increase consumer engagement and/or influence consumer behavior.” (Mobile Marketer, How gamification can drive levels of consumer engagement)

It’s purpose: to exceed your user-driven business objectives.

In most cases, the typical use of gamification can include the following examples:



“Companies across virtually every industry are benefiting from gamification techniques. From technology to financial services to education, businesses can apply game mechanics to their existing user experiences to increase key user-driven objectives.”

(Fast Company, Gamification and the Power of Influence)

Within this methodology, the use of gamification within business contributes its success to several factors. Even before gamification metrics are utilized, knowing your company’s goals or business objectives are key. Choosing behaviors and actions that align with these goals such as: buying a product and obtaining a code to register for sweepstakes, creates more revenue for a company while engaging the user to try their chance at winning a prize. A point of sale is made through a consumer want/desire. In addition, outlining clear communication between user and brand, creating adequate consumer profiling and closely tracking ROI based on these specific behaviors can also ensure better results with the use of gamification.

With clear business objectives and a knowledge of your audience, gamification ultimately allows business’ to harness their power of influence among consumers. If a company knows how their users think and act, they can create an enjoyable experience and/or reward to help influence the success of their service/product. Understanding the psychology of consumers, gamification can also help create a following and generate larger conversion rates within how many consumers become engaged or participated how much or how often.

“From choosing to reward behaviors that align with business objectives to guiding the experience of the user, it is possible for businesses to actually drive important user behaviors, as well as gain deep insight into the health of their community.”

(Fast Company, Gamification and the Power of Influence)

If properly designed, gamification generates high conversion and participation rates that lead to a desired consumer behavior change within a business’ product or service. It creates a more memorable user experiences and influences the rate at which people are much more likely to engage in your company’s product or service.

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For more information on the influence of gamification in marketing, check out the links below:

1. Fast Company

2. Mobile Marketer

 

Sources:

ENTERPRISEHIVE – The Power of Gamification to Drive User Behavior and Engagement

MOBILE MARKETER – How Gamfication Can Drive Levels of Consumer Engagement

DATA INFORMED – How Marketers Use Game Mechanics to Engage Consumers and Analyze Behavior

FAST COMPANY – Gamification and Power Influence