Gamification and B2B Marketing

In order to attract customers and increase income, B2B marketing concepts are changing for all businesses. B2B marketing strategies come in a variety of forms, but gamification is one that is frequently disregarded and susceptible to misunderstanding. Gamification, however, is a valuable tool for marketers. However, games are often viewed as immature tools that have no place in the realm of marketing.

Gamification is an organic technique to keep customers engaged with suppliers and it takes less time for them to supply information. You require a clever gamification marketing strategy that will be ideal for your company. Your marketing team may be able to develop a more effective gamification plan if you have a solid understanding of how gamification functions and what typical gamification techniques are.

The fact that it has been around for a while means there is a chance you have interacted with it despite the fact that it may seem daunting and new. In the B2C sector, it is extremely common to experience gamification across campaigns. The goal of gamification is to use interactive game-style approaches that give users a sense of significance and value. Users may find it so fascinating that they are willing to invest more in a brand or product. It is a powerful B2B marketing strategy that may inform, engage, and aid in the collection of leads.

What exactly is gamification?

Gamification is the use of game-playing aspects like point scoring, competition, and prize earning strategies to entice users to interact with the material and make more purchases, which ultimately results in better brand loyalty. It’s possible to create engaging games that almost every customer interaction may like to some extent, which can increase engagement and retention.

The ability of gamification in B2C marketing is demonstrated by several responsive meters on social media profile building pages and well-known programs like Snapchat that encourage user competition for extended usage streaks. B2B marketing campaigns can use these techniques if you use a little inventive thinking. Examples of gamification in marketing that are common include competitions, loyalty programs, testing, quizzes, and actual gaming.

Why should you consider gamification as a part of your marketing tactic?

Implementing gamification tactics in your marketing can have a positive impact on your business in terms of customer engagement, increased website traffic, increased brand awareness, and improved loyalty. Verizon is a great example of how gamification may be applied. After adding gamification to their website in an effort to increase user engagement, Verizon found that users spent 30% more time in the gamified environment.

In a similar vein, according to an SNIPP survey, gamification raises brand awareness by 15%, brand loyalty by 22%, and client engagement by 47%. All of these strategies are connected, and customer involvement with the brand encourages loyalty through repeated encounters. Customers who are loyal to a brand are more likely to grow attached to it and enthusiastically recommend it to others.

People check out the products that their friends recommend because they believe what their friends say, and finding the ideal marketing tool that can accomplish all of this can help you immensely to reach your business dreams.

If you look closely then these are the tools that B2C marketing has implemented and the quiz can be interactive. A beauty company can include quizzes related to the type of problems the customer is finding hard to deal with and a sweet shop owner can use a loyalty program to get the customers coming back again and again, but still it can be hard to conceive of gamification which may work for B2B marketing.

But, B2B marketers have a plethora of opportunities to use gamification in their marketing effectively.

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When was gamification introduced?

Gamification has been around for a while. In 1981, American Airlines launched the first AAdvantage program, which used points to reward consumers with free or upgraded travel or hotel stays.

As time went on, gamification was recognized as a tried-and-true marketing strategy with digital components that could be applied in a variety of ways. It provided fresh opportunities for reinvention. For instance, eBay’s bidding mechanism was a trailblazer in e-retail gamification, where sellers can also advance in status.

By 2021, it will be used by millions of people and businesses every day, and that figure is only increasing. The global gamification market is expected to increase from $9.1 billion in 2020 to $38.42 billion in 2026.

Nowadays, gamification is practically everywhere, and one major factor in this is the ongoing development of mobile phones and associated software. Gamification is a feature seen in many apps, and social media platforms have included it onto its platforms. This allows users to advertise their shops or businesses through interactive polls, quizzes, and the emergence of competitions. Gamification is becoming an essential component of marketing, especially if you want your company to stay relevant.

Growth rate and statistics about Gamification:

The market study on gamification has shown a strong growth segment, driven by the rising use of mobile devices and the extension of the traditional way of gamification outside of marketing and education. There is a gamification component that is included in the majority of SaaS applications for small enterprises.

As long as the mechanisms are properly created and implemented, it is possible to gamify or include game concepts into nearly any business activity for any sort of corporation in order to achieve the desired results.

  • Globally, the gamification industry was estimated to be worth $9.1 billion in 2020. By 2025, it is expected to rise at an astounding 27.4% CAGR (MarketsandMarkets, 2020).
  • The gamification market will, however, enjoy a CAGR of 24.2% from 2020 until 2030, which is a more moderate but still large development rate, according to a report by Research and Markets (Prescient & Strategic Intelligence, 2020).
  • Given its projected CAGR of 27.8% in the gamification industry, the human resource sector is predicted to grow at the fastest rate (Prescient & Strategic Intelligence, 2020).
  • What do businesses want to purchase? The expected growth rates of three key game-related products and services—custom development services (47.5%), authoring tools and platforms (39.3%), and packaged retail games (31.7%)—can be used to infer this (Metaari, 2019).
  • With a startling growth rate of 47.5%, the business sector is the largest user of game-based learning systems (Metaari, 2019).
  • In an estimate of growth rates for game-based learning for seven regions from 2019 to 2024, Western Europe had the highest growth rate at 47.2%, followed by Eastern Europe at 42.2%, Africa at 41.3%, the Middle East at 36.2%, North America at 35.2%, Latin America at 30.1%, and Asia-Pacific at 27%. (Metaari, 2019).
  • By 2024, game-based learning and education will bring in more than $24 million (eSchool News, 2019).

81% of respondents say that participation in gamified activities increased their sense of community. Gamification may therefore improve user engagement just like it can with employees, but it also has the additional benefit of creating a sense of community among users. As a result, adding game design elements to your website can increase browsing time by up to 30%. It’s also important to note that game-based incentives boost user engagement by 48%.

A fully engaged consumer typically delivers a 23% profit increase on average. Customers who really are actively disengaged are discounted by 13%. Clients who are totally engaged generate 37% higher annual revenue in retail banking than disengaged customers.

Engaged shoppers demonstrated 44% more annual visits in the sector of consumer electronics. A 29% increase in visit spending over disinterested clients. Statistics on gamification usage demonstrate that businesses are utilizing it to increase revenue as well as employee work engagement. Gamification’s beneficial effects on business are demonstrated by the rise in the number of organizations that saw good ROIs as a result of it.

A Few Good Examples of B2C gamification:

1. Starbucks:

When it comes to its customers, Starbucks’ core philosophy is personal attention. The majority of the business concept is based on ambiance, and each store’s welcoming atmosphere is exceptional. This encourages customers to remain longer so they may sit and enjoy their coffee.

The company used gamification strategies to enhance the Starbucks experience and increase revenue. Through the app, the players sign up for My Reward as well. Every time consumers buy the product, they add up stars that graphically resemble filled cups.

So the game does not stop here. The three levels depend on the degree of user loyalty. Through upgraded levels, more frequent visits to a Starbucks store is awarded and the benefits of examples are an additional cup of coffee and a birthday gift designed exclusively for the customer.

Thus, the game does not end here. Depending on the extent of customer loyalty, there are three tiers. An extra cup of coffee and a birthday gift made especially for the customer are just two bonuses that come with higher levels, which encourage more frequent trips to a Starbucks location.

The Core drive of Development & Accomplishment is a significant motivator in the Octalysis concept. Ownership & Possession is another factor. obtaining virtual items, which is a typical feature of all loyalty programs. The outcomes were extraordinary. My Reward had roughly 4.5 million users in total in 2012. Sales of only the cards totaled $3 billion annually.

2. Coca Cola

Recycling is a hot trend these days. They are right, correctly depositing off your waste is an important step in the right direction. The European partners Belgium Coca Cola highlighted this in its latest recycling campaign. They developed a brand new fully automated garbage bin that stimulates and rewards recycling.

CCEP joined forces with Coupontools to receive technological support. This is how they operated, then.

The trash can’s technology infrastructure was taken care of by Coupontools. The way the technology worked was that a QR-code would appear on the rubbish bin’s screen when a Coca-Cola bottle or can was placed inside the machine. Anyone who visited the website and scanned the QR code was entered to win a movie ticket. When a player won a movie ticket, they had to provide some basic personal information in order to claim their prize. The winning winner’s email address automatically received the ticket.

Though everyone could not win the prize, the importance of depositing the bottles and stimulating recycling correctly. With a fun game, experience, and occasionally a reward, they tried to encourage positive behavior. It served as a powerful incentive for individuals to properly dispose of their trash. This Phygital Campaign was typical of them.

3. McDonald’s

By applying gamification principles that were inspired by the classic game of monopoly, McDonalds was able to boost product sales. This promotion took place in 1987 and was conducted only offline. Customers obtain tickets from McDonald’s when they purchase a specific product, and each ticket corresponds to a spot on the monopoly game board.

The basic objective is to choose the pieces of the same color in order to win the prize. One devoted client recorded a YouTube video on the McDonald’s Monopoly game and said, “Every October I go through the McDonald’s drive through just because of this silly game. They have me!

The brand collaboration appears to be successful: Through this campaign, McDonald’s had a 5.6% increase in sales in the United States in 2010, with many customers making impulsive purchases solely to obtain tickets.

4. Magnum Pleasure Hunt

In order to promote the introduction of their ice cream bar, Magnum Temptation, the chocolate manufacturer Magnum has developed a really innovative and entertaining campaign.

A digital online game that is evocative of Super Mario was developed by the company with the help of collaborators including Citrine and YouTube. The real playing field, however, is interwoven into all of the web sites.

The adventure takes place in various unusual situations (e.g. car trip, hang gliding). As they gather bonbons, users build up their rankings and scores. As soon as the participants reach Magnum’s official website, the game is over. They transform their bonbons into Magnum Temptation bars.

The Octalysis paradigm enables users to control their bonbons, become fully immersed in epic meaning (the journey’s heroes), and feel a sense of empowerment.

Social media users spread the word about this game, which helped it gain popularity. On one particular day, Magnum Pleasure Hunt reached an astonishing zenith since it was the most tweeted URL worldwide. In addition to promoting the product, it will give the partner brands a window of opportunity and ensure that they receive some advertising as well.

5. Heineken:

Heineken has a longstanding reputation as a business that can design extremely compelling experiences for its customers and internet users.

The company is a recognized sponsor of Champions League matches. To raise awareness of Heineken, they made the decision to use gamification to actively engage fans throughout the event. Users can download the Heineken app for the Champions League. They are asked predicative questions like:

“Will the penalty be saved?” while they are watching the game.

Will the head score the goal?

In the next 20 seconds, will they score?

Once the correct responses have been provided, the points are given, and further points can be obtained by responding to several different types of questions during the waiting period. Instead of only having their logo shown on banners inside the arena or through television commercials, a sponsor can interact with fans directly during a sporting event.

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Tools that can help in Gamification

 There are many methods to include gamification components into your company processes, particularly if you utilize specialized gamification software, which use game principles to assist firms in achieving particular goals.

1. Agile CRM:

Customer relationship management software Agile CRM simplifies sales, marketing, and customer service on a single platform. Through this CRM, businesses may combine marketing automation with CRM, social suite, phone, and web analytics. Agile CRM offers a straightforward remedy for corporate operations’ inefficiencies and technical difficulties.

Real-time client data is centralized, making it easily accessible and usable by all departments. Along with marketing assistance for distributing email newsletters, social media campaigns, and SMS texts, it provides complete telephonic integration. With customer-focused communications, pop-ups, offers, surveys, and signup forms, Agile CRM automates web engagement.

For tracking business performance, the solution offers robust analytics and reporting capabilities. It is intended to increase the effectiveness of the complete sales and marketing lifecycles. Additionally, it provides functionality for a knowledge base and a landing page builder. Users can publish content and reply to comments on social media sites like Facebook, LinkedIn, and Twitter by utilizing Agile CRM’s social media integrations.

2. Engagedly:

A particular kind of gamification software with an HR focus is called Engagedly. This program can be the best choice for you if your objective is to use gaming mechanics for personnel management. It has elements that are focused on employee engagement and performance.

Engagedly has several self-service capabilities and can be used to promote more open conversation about performance. Employees can find new ways to interact with their job by viewing progress bars, for instance, which makes it easier for managers to conduct continual performance management of the employees’ performance.

Additionally a fantastic tool for employee motivation, Engagedly. The software can be configured for your team so that employees can accomplish tasks to gain badges or points.

3. Influitive:

 For the users of your brand, Influitive gamifies advocacy and engagement. It makes online reviews, customer recommendations, participation in webinars and online events, finishing consumer surveys, and more into games. Businesses may thank clients using the gamification software from Influitive for all the efforts they make to spread the word about or interact with the brand.

People are more likely to leave an online review after having a bad experience, which is a problem with online reviews frequently. Gamifying the customer advocacy process is an excellent approach to encourage satisfied consumers to additionally leave their sincere endorsements.

The features include customer journey automation. There are certification opportunities and incentivized training. The tool also offers surveys and feedback qualities.  The customer experience platform helps in building the rapport with customers so the user engagement can be enhanced.

4. Spinify:

 Spinify is gamification software made to inspire your sales team. In order to encourage sales teams to achieve their objectives, it makes use of leaderboards, contests, and employee recognition systems. Real-time tracking and presentation of goal progress can increase visibility.

However, businesses also have the opportunity to define unique goals and KPIs for staff employees. While many of Spinify’s features are geared for bigger team projects and contests. Employees can obtain specified achievements to assist employers reward their dedication by topping the scoreboard or reaching their predetermined targets.

The best features it includes are reward system based on employee milestone and objective accomplishments, badges that are automatically awarded based on certain goals or activities, and features for creating levels and tiers that allow team members to compare stats and improve performance measures.

5. Trivie:

 Trivie is gamified learning software that can help with staff training and development. The platform may assess, monitor, and improve knowledge on professional subjects like product expertise, safety and compliance standards, and customer service abilities.

Gamifying the onboarding process for new employees is another usage for this platform. Employees can advance on the scoreboard and receive badges for passing training and retention quizzes. The platform enhances information retention through AI-based learning methodologies.

A customized proficiency map is generated for each employee by the company’s in-house AI system to forecast their present knowledge gaps and when they will benefit from a review of what they have learnt. The gamification software additionally offers a user-friendly reporting dashboard to assist companies in tracking learners’ advancements and successes.

Conclusion:

Businesses can use gamification campaigns to engage clients on a constant basis by going beyond simple customer loyalty programs. Rewards and discounts might be made available to customers in exchange for their reviews, loyalty, participation in social media activity, or other desirable actions.

It’s important to stay at the top of your consumers’ minds so they will think of you the next time they need to make a purchase. It can also promote word-of-mouth lead generation by rewarding social media posts or client recommendations. So, implementing gamification in B2B campaigns can be very useful in the long term.

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