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Gamification provides the answer to problems inherent in traditional marketing. Gamification taps into the basic instinct humans have of wanting to play and compete. It also provides a way for all marketing campaigns to provide real value to their audience and a positive digital experience.

When you use gamification techniques, you’ll build brand awareness, drive engagement to your brand, and develop a long-lasting loyalty program.

Here are some of the advantages gamification has over traditional marketing:

 It enables you to put some fun into your brand or message. Gamification incorporates elements of fun and competition in any marketing strategy. This is good news for your brand, because your gamification marketing campaign will actively draw people who want to participate, follow, and share your brand’s message.

 It enables you to get better and more meaningful feedback. Sadly, we’re all inundated with requests for feedback from websites these days. Because of this, generating meaningful customer feedback for a traditional marketing campaign is rare. If you rely on traditional marketing techniques, you’ll likely have no clear picture of how your audience feels about your company, brand, and campaign.Gamification helps make the process simple by offering a more engaging and fun campaign that increases response rates. It generates an emotional and immediate response from your audience because they respond without thinking about their answer. So, as your audience is being bombarded with requests for feedback, gamification helps your campaign stand out by making the process simple, seamless, and fun.

 It generates loyalty. Your audience is inundated with all forms of noise — special deals, offers, and advertising messages everywhere they look. In order for your marketing campaign to be successful, it needs to engage customers, retain their interest, and develop loyalty. With so many options aggressively competing for your audience’s attention, this task is becoming more and more difficult.Gamification can power effective customer loyalty programs, creating a more valuable and sustaining customer relationship. When done well, gamification loyalty programs have an impressive impact.

 It personalizes your audience’s experience of your brand. Gamification marketing can create a more personal experience for your audiences during the campaign. Segmentation and personalization are critical to driving conversion, developing trust, and building customer loyalty (see Chapter 9). The more you tailor your marketing to your target group, the more effective your campaigns will be.You can create custom game experiences targeted to specific audience segments and then develop these game experiences to your brand values. By doing this, your marketing campaign will connect with your audience on a deeper level.

 It gives you big data. Big data offers insights from all kinds of structured and unstructured data sources to help improve how companies operate and interact with consumers. Gamification, which allows you to connect with your audience in a more interactive and intimate way, gathers valuable data that can be turned into new insights to create detailed market segments for future campaigns.Gamification creates a lot of data that your company can analyze, especially when users are asked to sign in via social networks where a lot of your audience’s public data can be captured. More interestingly, this data can be integrated to provide context with all the other gamification data you’re storing.I look into big data techniques in greater detail in Chapter 11.

 It enables you to influence customer behavior. Gamification has a major advantage over traditional marketing campaigns when it comes to influencing customer behavior. A gamification marketing campaign engages universal experiences, such as stimulation and motivation.Influencing audiences to make the decisions you want them to make is the holy grail of marketing. In Chapter 15, I explain how Nissan’s use of gamification influenced drivers to use better driving habits, which is exactly the message Nissan wanted to align itself with.

 It drives engagement. If your marketing campaign is engaging, it’ll be worth sharing. Gamification can help drive engagement by getting your audience to share your campaign with their family and friends.Gamification plays on the psychology that drives human engagement — the human desire to compete and improve, as well as wanting to get instantly rewarded. The technology is merely the means to put that psychology to work in the business sphere.

 It appeals to a younger audience. By promising a fun and engaging experience, your campaign will grab a younger audience’s attention instantly. Younger audiences have been quick to adopt the newer digital and social technology revolutions. This makes gamification an even more important method of marketing if your campaign wants to appeal to young people. Gamification forces your marketing to practice creativity, which is bound to draw younger audiences.

 It increases reach. No matter what kind of campaign you run, one of the main objectives will always be to gain new customers. It doesn’t matter what market segments you’re targeting or which sector your company works in, increasing your consumer reach will always be a fundamental part of your marketing.The brilliance of gamification marketing campaigns, in which everyday situations are turned into games, is that they’re layered and multifunctional, naturally improving both audience engagement and brand reach.

 It builds better brand awareness. By using gamification, you can attract new customers when they notice your branding as part of an innovative and fun campaign. Your audience, old and new, will experience your marketing campaign in a fun and interactive way — an experience that will leave your audience more aware of your company and branding.By exploiting rewards, points, ranks, leaderboards, and competition, all of which I cover in depth in Chapter 4, you can encourage your audience to follow, share, and like your brand on social media. This way, you can increase your reach and, ultimately, your brand awareness.