When coming up with a digital marketing strategy, it is important to create something that captures a person’s attention while making the interaction mutually beneficial to both consumer and brand. Marketers need to acknowledge a consumer’s time by offering interesting incentives. One way to make this happen is to instantly reward consumers for interacting with mobile-based games, or mobile gamification. Although gamification has been around for a couple of years, it is positioned as a future marketing trend and has been gaining more attention as an ideal way to create engagement with a consumer audience.
Gamification incorporates typical elements of game playing (for example scratch cards, spin-to-win, slot machines, etc.) to mobile engagement campaigns. The fun and competitive-like experience stimulates the creative and playful spirit in all of us. It creates an emotional connection with the audience that leads to a longer relationship rather than traditional brand awareness marketing. With people checking their phones as often as every four minutes, looking for a distraction or an update, brands should not pass up the opportunity to grab their attention.
The benefit of applying game mechanics to real-world situations has a great deal of psychological support. By rewarding players – either by scoring points, earning badges or simply providing a sense of achievement – gaming is a hugely engaging activity. The good news is you don’t have to get too complicated. The key to a successful gamification campaign is to keep it simple. Difficult-to-play games, frustrating instructions, or time-consuming requests will lead mobile users to disengage rather than play. Keeping the effort required of consumers to a minimum doesn’t dilute the value of a product — it makes consumers more likely to see it in a positive light and take a chance on it, even if they’ve never heard of it before.