Zarrar Chishti - Gamification Marketing For Dummies

What caused the metrics to look so good? Did someone with a large following notice one of your company’s posts and repost it to his followers? If so, try reaching out to him over a private message and ask how he noticed your campaign — and be sure to express your gratitude, too.Was a third-party algorithm (that your company has no control over) responsible for the spike? Engage with the owners/developers of this algorithm to see if you can utilize it for future campaigns.Was seasonality a factor (where a particular month was responsible for the majority of the metric)? This will be an invaluable source of information when you come to analyze your campaign further using big data (see Chapter 11).Did someone in your company pay to increase the numbers of likes or even followers? If so, determine whether this spending was a good return on investment (ROI) for your campaign.

If executed properly, your gamification marketing campaign can appeal to all ages. Recent reports have shown that the number of silver surfers (generally, people over 50, although that age can vary by country) on social media is on the rise. This is excellent news for your campaign because you have a new channel to target, an all-too-often ignored audience.

Instead of trying to target this demographic directly, use Facebook. Facebook is the silver surfer’s preferred mode of social networking (35 percent of people over 65 are on Facebook, compared to the 2 percent of them on Twitter and 1 percent on Pinterest). So, quite clearly, the bulk of your marketing will rely on Facebook.

Also, bear in mind that older people will take their time to research campaigns. For this reason, it’s important to invest in your campaign’s content. Although silver surfers search for campaigns the same way anyone else does, they also tend to use Bing over Google. Bing users tend to be 55 to 64, so include Bing in your marketing strategy.

In terms of your actual gamification content, because this demographic is more likely than the average Internet user to read articles and web pages in full, you should employ more CTAs, such as “learn more.” Your user experience (UX) is a very important element in ensuring that your campaign is effective. If a silver surfer comes to your campaign only to be faced with a complex and confusing landing page, he most likely won’t engage with it. Plan your landing pages to make them easy for anyone to access — use large fonts, clear buttons, and clear navigation.

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