Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 47

In a perfect world, every single person on the planet would love your gamification marketing campaign. But this isn’t possible because your campaign needs to deliver a personalized experience, and not every consumer is the same.

There are a few methods you can use to better identify and analyze your target market:

 Conduct your own primary research. You can do this by conducting surveys and assembling focus groups to analyze your campaign’s objectives. Surveys are efficient because you can receive a large volume of customer feedback without investing a lot of money. Although focus groups are expensive, time consuming, and resource dependent, they encourage productive, interpersonal discussion, which leads to far more productive feedback. I look into this form of research in more detail in Chapter 10.

 Look into your competitors. What are their customers saying about their campaigns on social media? You can identify a whole host of things not to do by looking at what has annoyed and put their audience off.

 Exhaust your existing resources. Do you have mini client databases in other departments of your company? Collect them all and analyze them for key data points.

 Conduct A/B testing. Create two versions of your core message and measure the difference in performance. After you’ve created your two versions, give one version to one group and the other version to another group. You can then monitor and review the responses and level of engagement each version received.

 Be as specific as possible. Drill down on who your audience truly is, and study their online attitudes and pain points. By identifying a specific target audience, you can make decisions that are dictated by your customers, which sets your campaign up for long-term success.

 Segment your audience (see Chapter 9). Locate all the data you can about how the target customer behaves and any basic information about them. This will help you identify your audience. This data can include the following:AgeLocationGenderIncome levelEducation levelMarital or family statusOccupationEthnic backgroundInterestsHobbiesValuesAttitudesBehaviorsLifestyle preferences