GAMIFICATION is everywhere and is expanding, thanks to the revival of gaming. An effective marketing strategy that uses gamification will place challenges, rewards, fidelity, and ranking at its core. The user’s desire for competition, interaction, and recognition is the foundation upon which gamification is built, and as a result, it has a distinctly social element. Users become actors, active participants, and growth engines as a result. The community can then be brought together by shared values and interests. Gamification can be a useful tool for developing marketing campaigns due to data collection, provided that regular reporting is also included. Gamification can be applied to platforms (such as Instagram or Snapchat filters) and their supporting tools (such as TikTok competitions, web applications, or the use of motion design to increase engagement on landing pages). It also applies to platforms (such as ecommerce websites) and formats (like Instagram or Snapchat filters). A few well-known examples of effective gamification include the Starbucks rewards programme, a Nike fitness challenge, and Wordle’s streak counter. All these gamification techniques have worked because they encourage participation and involvement. Gamification offers a level of user engagement that is unmatched by almost any other digital marketing strategy.
Gamification should be used by a brand for a variety of reasons, including that it provides an immersive experience that extends the brand’s storytelling; it enables the creation of innovative and personalised customer journeys that keep customers’ attention; it enlists loyalty from the customers; and, also, engagement is high, as are conversion and transformation rates.
MOVING AHEAD IN THE GAME
This story is from the 25 March 2023 edition of Business World India.
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This story is from the 25 March 2023 edition of Business World India.
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