Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 18

A gamification marketing campaign will trigger emotions that are linked to positive user experience. These emotions can play a very important role in the way you engage with your audience overall.

Here are some ways using gamification elements can affect your audience:

 Giving the user control: Leading your audience toward your desired marketing goals becomes part of the user journey. Nobody likes to be forced to a destination. Most people like to feel in control. This is the core of what gamification is all about. Your campaign will become more like a “choose your own adventure” campaign, which is what’ll make people engage with it (see Chapter 2).

 Going on a journey: Gamification elements can help your audience navigate where they’re going in your campaign. People like to know where your campaign is heading and where they are in the process. Consider a simple gamification element like badges: You can see how badges can act as progress maps for your audience. They know where they are in the process and what the next steps are. In a way, these elements help break up the journey your audience is taking, which makes it more manageable and engaging — and more likely that they’ll keep going.

 Giving a real sense of achievement: Achievement is one of the most powerful driving factors for your audience to remain in your campaign. Whatever they do in your campaign, they’ll want to feel like they’ve achieved something. If you can make them feel a sense of achievement, they’ll keep coming back to your campaign. By using gamification elements such as points or rewards, you can create this sense of achievement at regular intervals.

 Setting competitive goals: Your audience will be competitive by nature. Most of them will want to push themselves further and harder. By applying elements such as leaderboards, you can convince your audience to come back and try again. Competition is the driving factor behind the popularity of the Nike+ app (see Chapter 15).

 Exploring: When you give your audience the freedom to explore, it creates intrigue and excitement, which are two very powerful and positive emotions. Of course, the gamification element should be carefully structured so your audience is neither overwhelmed nor bored. With a combination of levels, strategy, and storyline elements (see Chapter 2), you can transform any campaign into one that allows your audience to feel like they have room to explore inside your campaign.

 Giving rewards: People love rewards. Earlier, I explain the importance of creating a sense of achievement. But this sense of achievement should be supplemented with a tangible reward. Consider the Starbucks Rewards program, in which Starbucks offer rewards after a certain number of purchases (see Chapter 15). Create your rewards in a way that your audience will go out of their way to get their hands on them.

 Offering exclusivity: Your audience will do just about anything for exclusive gamification elements, such as status levels. Exclusivity creates intrigue and curiosity. Your audience will work hard to achieve that status. This is akin to unlocking the secret level on a video game.

 Creating collaboration: Another key driver is community and collaboration. Community elements allow audiences to collaborate in order to achieve bigger and better things than they could on their own. If you can make your audience feel like part of a team within the campaign, you’ll create loyalty and a positive user experience.