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Gamifying Your Marketing Effort

Published at Tuesday, June 02nd 2020, 23:41:48 PM. Headset. By Mbrojol313.

With the recent advent of the smartphone, there is no denying the fact that marketing has been transformed on a grand scale. The explosion of numerous apps and the constant bombardment of advertisements through people’s phones have opened up a world of opportunities for marketers. However, this is not the only trend that has been going on. Behind the scenes, a very subtle yet incredible marketing trend that is possibly emerging in the world of corporate promotions, is the outburst of what we like to call, gamification. Some decades ago, playing games was an act associated with childhood and immaturity. Nevertheless, regardless of one’s age, almost everyone you know has probably played a game or two. This has become even more obvious with game apps such as Angry Birds, Flappy Bird and many others which have virtually glued everyone to their mobile screens for hours. You may realize this wherever you go. One can see people using their mobile phones in trains, in elevators, in malls, in stores and even in bathrooms.

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It, therefore, goes without saying that such behaviors have significant implications for those in marketing. So, let us see how gaming can transform marketing completely. Foursquare, which is a pioneer in exploiting the opportunity of integrating the concept of gaming rewards into marketing, has brought a real revolution in terms of how customers can be engaged in an instant, at the right place, at the right time. This has become even easier with the launch of various wearable technologies such as the Apple watch. This is because marketers can now engage with their target audience more intuitively and understand their buying trends more effectively. Of course, the role of artificial intelligence is something to note here. With complex learning technologies, machines can understand more about our purchasing patterns than we ever could. As such, using a combination of artificial intelligence, wearable technologies and the concept of gamification, marketing can be made much more effective and profitable in terms of identifying the precise needs of consumers and hence exposing them to the types of products that they are most likely to buy.

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All this talk about wearable technologies and big data must be confusing you. As such, let us take an example that will explain what we mean by gamification of marketing. Let us say that you have your Apple watch on and that you enter a Starbucks coffee shop. Given that Starbucks has already got an app which analyzes your buying patterns and rewards you accordingly if you buy a certain product, it can easily be launched in your Apple Watch the moment you enter the shop. Let us take a moment here to understand what do we mean by rewards. As we all know, every game has a system of rewards. Subway surfers reward you with virtual coins and other games have different types of in-game currencies that you are ever more determined to accumulate. Similarly, the Starbucks app rewards you in certain ways if you buy certain products. This can, however, be extended to other scenarios where you are rewarded in various ways by various providers of products and services. As such, this is where the concept of gamification comes in. It is a technique whereby marketers can effectively lure a consumer into buying a certain product.

In our Starbucks example, the app knows more about your buying patterns than you. Hence, it can recommend to you certain products that will increase your points and that if you have a certain number of them, you will be eligible for certain discounts and special offers. For instance, the app can show you in real time how much points you have at present and what you can buy to earn more based on your behavior. That is, if you buy a coffee and sit down, the app knows that whenever you stay in the shop, you are more likely to work online. Hence, it will immediately suggest buying a snack after a certain period of time, in a way to entice you to get more points and reward yourself for working productively without any breaks in between. In such a manner, marketers can target the right audience to persuade them to buy the right product using the most relevant statistics regarding the consumer. Furthermore, the technique has more intrinsic benefits.

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