Some mobile marketing techniques may seem incomprehensible to those who do not work in the business. It is easy to understand how an e-commerce application can increase shop sales , but it seems unlikely that, for example, a pizzeria could convince us to eat more pizzas thanks to … a mobile game. And yet gamification , also known as gamification anglicism , is a formidable marketing weapon. How it works ?
The gamification to make themselves known, retain customers and increase conversion rates
These three goals are related to each other. First, a mobile game can positively contribute to the image of your brand and thereby help you build customer loyalty. For him, it’s only a few moments (or maybe a few hours) of entertainment. For you, this is an opportunity to teach him everything you want about your business and give visibility to your products. Sometimes a simple mobile game is more effective in terms of communication than a video or press article. Let’s take a fictional example of a game that consists of preparing pizzas as soon as possible. It would be of course pizzas from the menu of your restaurant. In addition, the user would have at his disposal only organic products. It is guaranteed that he will remember that the brand behind this game is respectful of the environment. If he shares this value, his perception of the restaurant will be positively affected.
The good image the user has of your brand is likely to impact your conversion rate . Between a brand he knows well and whose values he respects and an unknown brand, the customer is more likely to choose the first option. It is important to note that consumers change their preferences with difficulty. We try new things from time to time, but we always come back to the companies and even the products we know and love.
Finally, let’s imagine now that your mobile game is a real hit with your customers. Chances are they will want to share it with their friends and share some fun with them. Remember to give users the opportunity to sign up with the Facebook account and invite friends to join the game. They will make your brand known without even asking.
The gamification , when and how?
Despite the undeniable benefits of gamification for marketing, one must remain aware of its limitations. It is recommended that you consider these few factors before you begin to define your mobile gaming project .
Your company and its sector
The gamification is not adequate marketing tool for every business. Rather than following market trends and fashion, objectively analyze what your business needs. However, in the case of some companies or even some trades gamification could act on customers as a repellent. Indeed, making a mobile game for a restaurant and for a law firm is not the same. This does not mean that a law firm should not offer gambling to its clients. On the contrary! But it will be necessary to be careful and to adapt the game to its public. It’s your creativity that is the key to success.
The target audience of your application
As is always the case in the development of mobile applications, it is necessary to study the market to learn as much as possible about the potential users of the application.
The application’s sound, content, and graphics vary depending on the audience. The most basic data to consider is its age range. A game for kids should be simple. It is also recommended to use cartoons and create a mascot. Finally, parents will be more inclined to let children play if the app has educational values. Geography, history … What could you teach your younger customers?
The gamification has found its place among the most effective marketing strategies. However, it is also one of the most expensive strategies: it takes at least 3,000 euros to create a simple mobile game . Do you really need this investment? There is only one way to find the answer to this question: analyze your customers and their preferences. Are they likely to spend their time playing mobile games