News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How brands can capitalize on gaming trends
Think there is nothing you can do with game-type marketing because you aren't a gaming brand? Think again. One expert is seeing how non-gaming brands are capitalizing on the gaming trend by utilizing some simple gaming concepts. Here is how it works.
Rajat Paharia is the founder and Chief Product Officer of Bunchball, a hub which helps brands use gaming concepts in their marketing campaigns to influence consumers and increase engagement. Why does gamifying an ad campaign work? It builds a reward into the ad.
"Gamification satisfies our fundamental human needs for reward, status, achievement, competition, self-expression and even altruism, by using techniques that game designers have known for years - things like points, levels, badges, virtual goods and more," said Paharia. "Ultimately, the goal for brands is to maximize the lifetime value of customers by increasing the average selling price and/or frequency of purchases. Gamification helps elevate brand awareness and purchase intent by increasing the frequency of visits, the time spent and the lean-forward participation on websites and related social media properties. Repeat site visitors turn into valuable and loyal customers that have less incentive to click away and look for another source."
For example, cable network USA placed all of their content for the show "Psych" into content - they created quizzes, blogs, games and video clips. Using Bunchball's Nitro platform, that content became the basis for Club Psych which rewards viewers for consuming, sharing and interacting with the content.
" After the launch, users' time on the Psych website increased from an average of 14 minutes to 22 minutes; page views were up to 16 million from 9 million in the previous season; and average site visits increased from 2 times per month to around 4.5 times month," said Paharia. "USA Networks also saw viewership of the show, in the 18-34 demographic, rise 40 percent, and they were awarded an AdAge Media Vanguard award for Best Social-Media Loyalty program."
What should be included in gamification? The customer experience is the most important thing. The website has to be fun, interactive and have content that the user wants. Next, it needs to allow for self-expression and competition. Finally, there must be rewards - more playing time, advanced content levels, etc. to keep the consumer coming back for more.
- Expert: Travel next up for programmatic direct
- Expert: How to reduce involuntary churn
- 170% rise in ad requests containing location data
- Brexit, Trump leave marketers skittish about targeting
- Email analysis reveals extent of email attacks on businesses
- Report IDs the next big tech products
- Brands: How to prep for the subscription economy
- Expert: What Buffett's Walmart sale means
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...