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Gamification and Crowd Engagement

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Gamification and Crowd Engagement
November 23, 2011 by ideavibes

How do you reward those who frequently shop at your store, recommend your brand or promote your company online? While some companies have card-based loyalty programs, others are tapping into gamification to boost crowd engagement. Gamification is a great way to interact with your customers/fans/brand loyals in real-time – especially those on mobile devices. Customer Retention The use of gamification continues to grow. An article by Jodie Sangster for Power Marketer, “Gamification: The Crowd Sourcing Innovation to Engage Customers,” discusses some of the Gartner‟s predictions about the use of gamification for customer retention: “According to Gartner, by 2015 a gamified service for consumer goods marketing and customer retention will become as important to companies‟ marketing departments as Facebook and Twitter. Gartner further predicts that in less than three years more than 70 percent of Global 2000 organizations will have at least one gamified application. That‟s some pretty promising information!

Examples Gamification has been used in a lot of different ways by a number of different companies. In the article, Sangster shares two well-known examples of how gamification has been used to boost customer loyalty: 1. Foursquare took the US by storm using a location-based social network, through a free mobile app, to encourage people to report in wherever they are – shops, cafes and entertainment venues. People are incentivized to do so by being rewarded „virtual badges‟ and the person that checks into a location the most becomes that spot‟s “Mayor.” To encourage traffic to their venue businesses now award those who check in with discounts and promotions. For example: the Gap retail chain held a one-day “BlackMagic Event” which gave Foursquare users a 25% discount off all clothes. 2. Nike + “gamified” exercise by selling a pedometer that can be placed in a pair of training shoes that monitors distance, pace and calories burned and then transmitting that information to the user‟s iPod. The iPod software then “rewards” users if they reach a milestone using congratulatory messages from sporting icons such as Lance Armstrong, to date over 1.4 million individuals have purchased the Nike + unit. Gamification proves that rewards don‟t always have to be money or other items. People like to play games, and they like when their loyalty is recognized. Have/would you consider using gamification to increase customer loyalty? Why or why not? Let us know in the comments section – we‟re interested in hearing what you have to say about gamification.

Summary
While some companies have card-based loyalty programs, others are tapping into gamification to boost crowd engagement. Gamification is a great way to interact with your customers/fans/brand loyals in real-time – especially those on mobile devices.

Description The use of gamification continues to grow. An article by Jodie Sangster for Power Marketer, “Gamification: The CrowdSourcing Innovation to Engage Customers,” discusses some of the Gartner’s predictions about the use of gamification for customer retention.

According to Gartner, by 2015 a gamified service for consumer goods marketing and customer retention will become as important to companies’ marketing departments as Facebook and Twitter. Gartner further predicts that in less than three years more than 70 percent of Global 2000 organizations will have at least one gamified application.

Tags: Brand Loyalty, crowd engagement, Crowdsourcing, customer retention, gamification, marketing

Posted by Fiona Mares

Nov 24, 2011 05:42 am GMT Viewed 2102 times

Author: ideavibes Source

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