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In episode 46 of the Customers Who Click podcast, I had a fantastic chat with Damien Roux about gamification.
You probably already know that engaged customers are loyal customers. While tools such as email are awesome for inspiring brand-to-customer communications, there are other options that can either amplify our current customer engagement and gamification is high up on that list.
The beauty of gamification is that it can be applied to any aspect of your business, whether we’re talking onboarding new or re-engaging churned customers or even building employee happiness as well.
And the best part? You customers want to be engaged. They want these interactive experiences which may give away personal data to a brand, but as long as it's clear what that will be used for, and the business does in fact use it in that manner, no one really minds sharing it.
One thing to keep in mind though is that gamification is so much more than rewards and badges. It could be a quiz or a test - anything that augments the experience for the customer and provides value for everyone involved.
Damien is the Chief Executive Officer of Drimify, a digital marketing agency focusing on improving user experience and gamification. After graduating with a degree in science, Damien got into graphic design, marketing and user experience while working for various agencies. He then opened up his own business and moved to the UK, where he is now focusing all his efforts on growing Drimify. You can connect with him on LinkedIn or head over to drimify.com
06:50 - 18:41 - How Brands Can Use Gamification to Grow - Essentially, gamification could be implemented at every stage of the customer journey. For example, if you’re looking to get to know your Facebook audience better, you could post a game they could play in exchange for personal data. Or, you could implement a “wheel of fortune” on your website, where customers get to spin it after they’ve completed a certain action, such as reading “About Us” page or creating an account.
18:54 - 24:58 - Myths and Misconceptions about Gamification - Brands often either haven’t heard of this technique before or they have used it previously but didn’t see ROI on it so decided not to try it again. It’s a fairly new concept and like with any other marketing method, it may take some time to get it right so never stop testing different variations of it.
25:17 - 32:18 - How to Get Started with Gamification - Think about your current marketing channels - which one of them has the biggest reach? Without the right reach and promotions, the chances of your gamified experience succeeding are pretty low. Also, don’t leave the planning to the last minute once the experience is live. Create a strategy with a clearly defined plan of action, your targets and the outcome you want to achieve - don’t just create a game for the sake of creating a game.
32:19 - 33:42 - Common Mistakes Brands Make with Gamification - Thinking it’s a one-off project instead of looking at it as a long-term customer engagement strategy. Try to create multiple gamification campaigns throughout the year and choose one that made the most significant impact to build on in the future. Note that playing games can be quite addictive - you play it once, you lose so you want to play it again to try win or you’re simply enjoying that experience so gamification should not be treated as something quick on the side to bring extra traffic but a long-term strategy.
34:07 - 43:02 - Upcoming Trends with Gamification - Gamification itself will gain more popularity in the next year or two. More and more brands are starting to pick up on it and integrate it into their campaigns, especially now during the pandemic when we’re all stuck at home, bored and looking for engaging experiences. So if you’re looking to explore gamification in 2021, now is the time to do it.
44:39 - 45:28 - Damien’s Underrated Aspect of Marketing - Personalisation. In the age where many aspects of our lives have gone digital, personalising the user experience should be the top priority for anyone running a business, especially in the DTC space. The thing is, we have AI, marketers have all the tools and data to make marketing communications relevant and 1 on 1 basis but we just don’t see it enough.