Editor’s Note: This is a collaborative piece with Arianna Duse from Market Inspector.
Marketing strategies have many different facets and components, but all have one main scope, namely the engagement of customers. This aim has driven companies to implement gamification in their business.
So what is gamification?
Gamification is the implementation of game thinking and methods to different scenarios that are not game related. Competition, reward, status-building, and pride are the dynamics that are applied to different tasks or marketing campaigns. This strategy is effective as it takes advantage of the competitive trait we all have to certain degrees.
In an infographic created by Market Inspector, a B2B digital marketplace, you can find more information connected to the benefits of gamification. Moreover, you will find five different problems that a company can face and how gamification can solve them.
These issues are divided into two different sections: internal-facing issues and external-facing issues.
Gamification as a marketing strategy
The two key ways to use gamification within your external-facing marketing strategy is to improve the rate of engagement at trade shows, and to increase the acquisition of brand advocates.
Trade shows are always a good opportunity to obtain new customers. Yet, your booth has to compete with ones of the other participants. A way to gain people’s attention and win them over is to actualise game methods. According to the focus of your business, a game can be ideated and the player can be rewarded with a coupon that can be redeemed on your website or in your store. In this way, engagement is created both at the trade show and even after the event.
The second issue highlighted in the infographic is the engagement of brand advocates. Samsung Nation perfectly exemplifies how to achieve this through gamification.This platform was created to engage existing customers and to encourage them to post content related to their product on social media. The activity of posting content is rewarded by the platform with badges and trophies.
Gamification as a HR strategy
Gamification can alleviate the issues related to three key HR matters: the hiring process, retention of talents, and implementation of a new system.
The hiring process is a long and time-consuming path that can result in a variety of outcomes. A game can make part of this process more effective. Through gamification, applicants can be presented with a simulation of a business case related to your company that they have to solve. This way, the applicants that have a fitting profile with your company can be identified in a faster way.
The second problem is heavily linked to engagement. According to studies, new generations require to be more engaged and valued in the work environment than previous generations. Gamified tasks that give immediate feedback can be the key difference for your business and retain talents for longer.
The educational benefits of gamification have been already proven in the academic field. For this reason, this strategy can be a winning tool to use when your company is in the process of implementing a new system. Employees will adopt the required skills faster from a gamified course, consequently saving valuable time and working more efficiently.
Gamification is a strategy that can be applied to a diverse range of issues. The infographic below delineates how companies can level up their business by applying this innovative and engaging tool.
Arianna Duse is a communication assistant at Market Inspector. She has recently concluded her studies at Aalborg University in Culture, Communication, and Globalisation, and now she is part of Market Inspector, a B2B marketplace that helps businesses find quality suppliers and make informed decisions.