Some mobile marketing techniques may seem incomprehensible to those who do not work in the trade. Gamification, a technique to sell more thanks to a mobile application.
It’s easy to understand how an e-commerce application can increase sales in a shop, but it seems unlikely that, for example, a pizzeria could convince us to eat more pizzas through … a mobile game. And yet, ludification, also known as anglicism gamification, is a formidable marketing weapon. How it works ?
Gamification to become known, retain customers and increase the conversion rate
These three objectives are linked to one another. First, a mobile game can positively contribute to the image of your brand and, thereby, help you build customer loyalty. For him, it is only a few moments (or maybe a few hours) of entertainment. For you, it’s 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 a press article. Let’s take a fictional example of a game that consists of preparing pizzas as quickly as possible. This would of course be the pizzas of your restaurant menu. Moreover, the user would only have access to organic products. It is guaranteed that he will remember that the brand behind this game is environmentally friendly. If he shares this value, his perception of the restaurant will be affected positively.
The good image that the user has of your brand is likely to impact your conversion rate. Between a brand that he knows well and respects the values and an unknown brand, the customer is more inclined to choose the first option. It is important to note that consumers have difficulty changing their preferences. We occasionally test new products, but we always come back to companies and even products that we know and love.
Finally, let’s imagine that your mobile game is a real success with your customers. Chances are they will want to let them discover their friends and share some moments of entertainment with them. Consider giving users the option to register with the Facebook account and inviting friends to join the game. They will make your brand known without even asking them.
Gamification, when and how?
Despite the unquestionable advantages 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
Gamification is not an adequate marketing tool for all companies. Rather than follow trends in the market and fashion, objectively analyze what your business needs. Now, 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. Quite the contrary! But you have to be careful and adapt the game to your audience. It is 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 sound, content and graphics of the application vary according to its target audience. The most basic factor to consider is age. A game for children should be simple. It is also recommended to use cartoons and create a mascot. Finally, parents will be more likely to let children play if the application has educational values. Geography, history … What could you teach your younger clients?
In short
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?