Zarrar Chishti - Gamification Marketing For Dummies

3 Part 1: Introducing Gamification Marketing Part 1 Chapter 1: Gamifying Your Marketing Strategy Chapter 1 Seeing What Gamification Can Do in Marketing Seeing What Gamification Can Do in Marketing Using gaming elements in your marketing campaign may sound strange at first. But in my 15 years of gamification and marketing experience, I’ve found that gamification is a highly effective marketing strategy, no matter which industry a brand is in. When you gamify your campaign, your audience will have fun interacting with your brand, which means your company will increase its overall engagement. It’s a win-win situation! The ultimate goal for gamification is to drive your marketing objective to collect big data. I explore this subject in great depth in Chapter 11 . But for now, just now that you can analyze big data to glean insights that can lead to better decisions and strategic business moves for your company. So, it’s not just about giving your audience a fun experience — it’s about gathering data about your audience while they’re having fun. In the following sections, I explain what exactly gamification is, tell you how you can gamify your marketing, and share some examples of successful gamification marketing campaigns. Understanding How Gamification Differs from Other Online Marketing Tactics Understanding How Gamification Differs from Other Online Marketing Tactics When I first started consulting on gamification marketing, traditional marketers viewed gamification as just a temporary fad that wouldn’t last. Today, gamification is one of the most profitable forms of marketing worldwide, with engagement from millions of audience members. Gamification marketing can be very profitable and lucrative for your company. Over the years, I’ve helped and witnessed companies from all industries successfully implement gamification elements into their campaigns. In the following sections, I walk you through the advantages of gamification and show you how you can take your user experience to the next level. Stepping Up Your Current Marketing Chapter 2: Getting to Know Gamification Models Exploring Your Options Creating the Perfect Gamification Campaign Settings Avoiding the Big Mistakes

4 Part 2: Beginning Your Gamification Marketing Quest Chapter 3: Identifying Your Target Audience Defining Your Audience Taking a Closer Look at Your Current Customer Base Mining Your Social Media Accounts Chapter 4: Increasing Engagement in Your Campaign Establishing User Rewards and Achievements Encouraging Sharing among Your Audience Chapter 5: Budgeting Your Development Setting Your Budget Gathering Your Team Chapter 6: Getting to Know the Technology Choosing a Foundation for Your Campaign Keeping Up the Communications Considering Testing Issues

5 Part 3: Executing Your Gamification Plan Chapter 7: Making Your Game a Reality Choosing the Perfect Gamification Model for You Determining Your Target Market Embedding Goals into the Game Building in Loyalty Rewards Chapter 8: Selecting the Right Components Making Sense of the Game Development Process Assembling Your Team Preparing the Technical Strategy Chapter 9: Launching and Promoting Your Game Scheduling the Right Time to Launch Perfecting Your Landing Page Leading Up to T Minus Zero Launch Day: Aiming the Spotlight on Your Game

6 Part 4: Monitoring Real-Time Events and Data after You Go Live Chapter 10: Capturing All the Data Establishing a Portal to Your Data Knowing Which Data You Should Be Capturing Following the User Journey Gaining Valuable User Feedback Chapter 11: Analyzing and Applying Data Understanding the Why and How of Data Analysis Extracting Your Campaign Data Applying Intelligent Big Data Getting Help from Predictive Analysis Maintaining Control of Your Data Chapter 12: Avoiding Data Overload Watching Out for Maximum Capacity Dealing with Data Failure Applying the Best Development Practices

7 Part 5: Preparing for Your Next Gamification Quest Chapter 13: Failing Up: Learning from Your First Quest Taking a Hard Look at the Results Researching for the Future Shaping the Future Chapter 14: Relaunching Your Gamification Marketing Campaign Understanding Why You May Want to Relaunch Your Campaign Tweaking Your Gamification Campaign Knowing When to Shut It All Down

8 Part 6: The Part of Tens Chapter 15: Ten Best Gamification Marketing Examples Starbucks: Starbucks Rewards Chipotle: A Love Story Game Nike: Nike+ FuelBand M&M’s: Eye-Spy Pretzel Target: Wish List Citroën: Game of Scroll Coca-Cola: Shake It Netflix: Black Mirror: Bandersnatch Nissan: CarWings Magnum: Pleasure Hunt Chapter 16: Ten Common Gamification Marketing Mistakes Offering an Unengaging User Experience Leaving Your Audience Screaming, “Help!” Having a Flawed Game Structure Leaving the User Waiting Scoring Pointless Goals Not Establishing Clear Big Data Goals Looking Great on the Desktop, But Not So Much on Mobile Not Checking Up on Absentees Missing Out on Social Interaction Launching without Marketing Chapter 17: Ten Benefits to Gamifying Your Marketing Building Brand Awareness Increasing Reach Instantly Appealing to a Younger Audience Driving Engagement Injecting Fun into Your Brand Influencing Customer Behavior Accruing Big (Customer) Data Personalizing Brand Experiences Building Customer Loyalty Gathering Great Customer Feedback and Research

9 Index

10 About the Author

11 Advertisement Page

12 Connect with Dummies

13 End User License Agreement

1 Chapter 2 TABLE 2-1 Determining the Best Frequency for Your Gamification Model

2 Chapter 4TABLE 4-1 The Best Times to Post on Social Media

3 Chapter 5TABLE 5-1 Typical Personnel Required for Action GamesTABLE 5-2 Typical Personnel Required for Simulation GamesTABLE 5-3 Typical Personnel Required for Interactive Storytelling GamesTABLE 5-4 Typical Personnel Required for Adventure Games

4 Chapter 6TABLE 6-1 Advantages and Disadvantages of the Deliverability ToolsTABLE 6-2 GDPR Marketing Fails

5 Chapter 7TABLE 7-1 Determining the Best Game Model for Your AudienceTABLE 7-2 Examples of the Best Game Options Based on Audience ResearchTABLE 7-3 Matching Objectives with Game Models

6 Chapter 8TABLE 8-1 Determining Which Model Is Right for YouTABLE 8-2 Determining Where Each Role Fits in the Project Life CycleTABLE 8-3 Comparing Freelancers, Agencies, and In-HouseTABLE 8-4 HTML5 versus Unity for Game DevelopmentTABLE 8-5 HTML5 versus Mobile Apps for Game Development

7 Chapter 9TABLE 9-1 Determining the Best Day to LaunchTABLE 9-2 Current Audience Segmentation GoalsTABLE 9-3 Subject-Line Goals for Your Segmented Audience

8 Chapter 10TABLE 10-1 Expected Data Metrics for Each Game Model