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Consumers are fed up with being asked about something – data, time, money. This presents a real challenge for marketers. If nobody wants to get in touch with your content – how do we maintain, keep and expand our customer base? This is especially true as normal tactics become less effective.

To get attention, marketers need to use new tactics and tools. One such way is the use of game mechanics. Whether you’re looking to attract new customers, retain existing customers, or add value to customer longevity, using gaming mechanics in your marketing efforts has been proven to help you generate strong business results.

Gamification = a growth driver for companies

The time the average person spends consuming content online has increased to 6 hours and 59 minutes Every day. Knowing this, how can we as marketers get our audience’s attention? The answer is to create gamification campaigns that will engage and excite an audience, helping them stand out and reduce the noise in consumers’ minds.

Through gamification, you can create differentiation, resulting in a competitive advantage that will help you increase customer loyalty, increase performance throughout the customer journey, increase customer lifetime value, deliver better results and faster.

Crucially, the use of game mechanics helps consumers actively choose to participate in an experience rather than being passive and simply being sent to it. Gamified experiences can feel authentic and unique and can be tailored to the individual consumer, thereby encouraging their desire to participate and increasing engagement.

Loosen up, don’t sell

The fashion brand Zizzi used gamification in marketing to great effect when they launched a new bathing collection. With the aim of increasing engagement and engaging dormant social media followers, Zizzi used an online scratch card at the center of their campaign. Promoted primarily through organic social media and email marketing, Zizzi has seen some notable results.

They captured 77,000 new email registrations and converted nearly 8,000 new Club Zizzi members. They had a staggering € 415,000 or £ 380,000 in sales in the first month of activity.

“We can create campaigns ourselves and the LeadFamly platform is so easy to use. We are very satisfied with the success of our campaigns. Because of their good performance, we will now be running a lot more game campaigns for this year’s marketing strategy that we originally planned. The LeadFamly platform is aimed at companies that want to collect new leads, inspire current customers and entice customers to spend valuable time interacting with your brand. “- Katja Vinding, coordinator for digital marketing, Zizzi.

Zizzi focused on the customer experience first, creating content that pulled the audience through a journey rather than just sending a message to the target audience. The intrigues surrounding the content made the consumer actively try to spend time with the brand. This is a crucial competitive advantage that a tool like Gamification offers.

As you can see, this campaign generated significant revenue, so marketing was able to show a direct association between marketing activities and sales. In addition to increasing commercial efficiency, a gamification platform returns execution performance to the marketing team so that they have full control over the output and can test, evaluate and improve campaigns in-house.

Grow your audience throughout the customer journey

We see that the brands that get the greatest rewards through gamification use it throughout the customer lifecycle to reach, retain, and grow their audience – brands like Coop (average spend among customers who have accumulated their prize to 39% increase), Masai (cost per person) line reduction of 50%) and VERO MODA (10,000 clicks on the brand website).

Whenever you use game mechanics, there is an opportunity to surprise and excite your audience while making a noticeable impact on your business.

The central theses

As marketers, we need to understand what makes our customers tick and connect with them most effectively. What we are doing today is not working. Gamification offers dynamic and extremely engaging ways to communicate with our audiences throughout the customer lifecycle. We help you attract, retain, and grow customers, and create day-to-day business implications.