Ahead of what promises to be a fascinating workshop at Business Vision LIVE on May 15, Reflect Digital’s CEO, Becky Simms, explores how gamification could give your digital advertising a boost.
This is a bold statement for a digital agency owner, but we believe an antidote might be required for modern advertising and it’s something we have suspected for a while.
Modern advertising channels are accessible to the large proportion of businesses and are becoming crowded with a saturation of content. Consumers are becoming savvier – they understand some, if not all, of the ways online advertising can target them and they know they are being sold to. Therefore it was not surprising that our survey of 2,000 UK consumers revealed that 58% of respondents stated online ads have little or no influence on their buying behaviour.
We don’t believe that online ads no longer work. Instead, we believe that businesses and brands need to diversify their tactics. It is not a new concept that marketing strategies need to be diverse, but what is becoming more apparent is that consumers are open to, and looking for new and meaningful brand experiences.
From the research we commissioned, we were really able to understand consumers’ views on gamification and the results show a real openness to this form of marketing. 60% of consumers said they would be more likely to buy from a brand if they enjoyed playing a game with it, this statistic rises to 86% for those who had experienced gamification before.
Gamification is the borrowing of elements of gameplay and applying them in a traditionally non-game context to recreate the same levels of attention and engagement in the human brain as would occur in a state of play. It’s effective in keeping the brain engrossed! It’s been used to enhance how both children and adults learn and retain information, at its most basic level, gamification taps into the very human need to play.
If done well Gamification is a great, underutilised, marketing route, it provides a safe environment for a user to interact with a brand without being sold to. Gamification allows a brand to humanise their message, creating something engaging and fun that is targeted towards their audience. The insights available from gamification in terms of the user interactions can be really powerful in informing the next phase of your strategy. With GDPR still being a hot topic, creating a game whereby a user may wish to save their progress is a great way to gather compliant data; at a point where the user does not feel they are being sold to. We believe that when planned correctly, it will be possible to track ROI over time from gamification as 60% of our survey respondents themselves have admitted they would be more likely to buy if they had enjoyed playing a game with a brand. Our experience with games shows that brands can engage consumers for the best part of an hour in a single sitting. More than that, any amount of game time – be it one minute or an hour – is spent with the mind actively engaged. Spending 30 seconds listening to or watching an ad is a passive affair, which lacks that level of engagement.
For brands that look ahead, gamification is good news. Today’s young people are enthusiastic about it and willing to engage with it. In fact, 91% of people aged 16-24 said they would be open to playing games with brands, 84% said they would buy from a brand they enjoyed playing a game with, a further 61% said they would keep buying from that brand.
If that wasn’t enough, in the world of games the conventional stereotype dictates that men, especially young men, are the game players. However, our survey shows this is not the case, so gamification is fair game for all.
There are lots of dos and don’ts that will impact how successful your gamification strategy is. It’s really important that your strategy is well planned against the objectives and tracking methods.
Join thousands of business professionals at Business Vision LIVE and you can hear Becky share more great tips on gamification – simply reserve your free ticket here. You can also find out more about Reflect Digital’s survey results and its gamification dos and don’ts, by visiting the company’s website – www.reflectdigital.co.uk/gamification-next-level-marketing.