Gamification Marketing For Dummies

Introduction

About This Book  

Foolish Assumptions  

Icons Used in This Book  

Beyond the Book  

Where to Go from Here  

Part 1: Introducing Gamification Marketing 

Chapter 1: Gamifying Your Marketing Strategy

• Seeing What Gamification Can Do in Marketing  
• Understanding gamification  
• Gamifying your marketing  
• Looking at some examples of gamification  
• Understanding How Gamification Differs from Other Online Marketing Tactics
• Looking at the advantages of gamification
• Taking your current user experience to the next level
• Stepping Up Your Current Marketing

Chapter 2: Getting to Know Gamification Models

• Exploring Your Options
• Discovering game types
• Creating the Perfect Gamification Campaign Settings
• Choosing the right game for your audience
• Determining duration and frequency
• Avoiding the Big Mistakes
• Depending on desktop
• Going rogue
• Complicating the gameplay
• Creating too many rewards
• Misusing game mechanics
• Banking on virality
• Creating a campaign that can't be played at work
• Assuming your audience will understand games

Part 2: Beginning Your Gamification Marketing Quest 

Chapter 3: Identifying Your Target Audience

• Defining Your Audience
• Throwing out everything you think you know about your audience
• Conducting research to find your audience
• Taking a Closer Look at Your Current Customer Base
• Establishing existing data points
• Tailoring for B2B
• Mining Your Social Media Accounts
• Identifying key data points
• Tracking unique metrics from each platform
• Choosing meaningful social media data versus vanity metrics

Chapter 4: Increasing Engagement in Your Campaign

• Establishing User Rewards and Achievements
• Rewarding your players
• Creating loyalty
• Encouraging Sharing among Your Audience
• Using a unique hashtag
• Providing more than just a link to share

Chapter 5: Budgeting Your Development

• Setting Your Budget
• Estimating the costs
• Aligning your budget with your goals
• Anticipating risks
• Gathering Your Team
• Accounting for your gamification model
• Outsourcing talent

Chapter 6: Getting to Know the Technology

• Choosing a Foundation for Your Campaign
• Building in HTML5
• Recognizing the downsides of building an app
• Keeping Up the Communications
• Checking your email deliverability
• Making sure your emails don't end up in the spam folder
• Continuing with your campaign
• Complying with the General Data Protection Regulation
• Considering Testing Issues
• Looking at testing methods
• Checking on browsers

Part 3: Executing Your Gamification Plan 

Chapter 7: Making Your Game a Reality

• Choosing the Perfect Gamification Model for You
• Determining Your Target Market
• Conducting your own audience research
• Considering what the research is telling you
• Embedding Goals into the Game
• Creating SMART goals
• Devising your gamification objectives
• Building in Loyalty Rewards
• Deciding on your options
• Using rewards in your game

Chapter 8: Selecting the Right Components

• Making Sense of the Game Development Process
• Understanding the stages of the game development life cycle
• Deciding which life cycle model is right for you
• Assembling Your Team
• Working out who does what
• Balancing everyone's role
• Choosing freelancers, agencies, or in-house employees
• Preparing the Technical Strategy
• Understanding the available choices
• Comparing the platforms

Chapter 9: Launching and Promoting Your Game

• Scheduling the Right Time to Launch
• Perfecting Your Landing Page
• Leading Up to T Minus Zero
• Building pre-launch interest
• Devising a game-launch marketing strategy through social media
• Launch Day: Aiming the Spotlight on Your Game
• Reaching out to your current audience
• Grabbing media attention
• Giving influencers and bloggers a sneak peek
• Using your existing social media channels (or not)
• Getting your game onto other sites

Part 4: Monitoring Real-Time Events and Data after You Go Live 

Chapter 10: Capturing All the Data

• Establishing a Portal to Your Data
• Developing your portal
• Securing access
• Building your reports
• Knowing Which Data You Should Be Capturing
• Progress tracker
• Interaction
• Duration
• Percentage of new sessions
• Goal completions
• Views versus sessions
• Bounces
• Location
• Returning versus new
• Referrals
• Following the User Journey
• Watching all their moves
• Learning what the users don't tell you
• Gaining Valuable User Feedback
• Providing a dedicated feedback form
• Installing live chat support
• Rating your campaign's performance
• Creating an online forum
• Displaying positive customer feedback
• Using polls
• Monitoring social channels

Chapter 11: Analyzing and Applying Data

• Understanding the Why and How of Data Analysis
• Extracting Your Campaign Data
• Sourcing your data
• Locating your data
• Applying Intelligent Big Data
• Deconstructing big data
• Benefiting from big data and data analysis
• Getting Help from Predictive Analysis
• Installing a predictive analytics tool
• Using predictive analysis
• Maintaining Control of Your Data
• Keeping your audience's trust
• Protecting your data
• Securing your database

Chapter 12: Avoiding Data Overload

• Watching Out for Maximum Capacity
• Identifying the effects of crashing
• Preparing for increased traffic
• Dealing with Data Failure
• Identifying the cause
• Fixing the problem
• Preventing problems from happening again and minimizing the damage
• Applying the Best Development Practices
• Optimizing the gamification code
• Focusing on the purpose of the data

Part 5: Preparing for Your Next Gamification Quest 

Chapter 13: Failing Up: Learning from Your First Quest

• Taking a Hard Look at the Results
• Using data to your advantage
• Using analytics the right way
• Researching for the Future
• Shaping the Future
• Cleaning your data
• Using artificial intelligence

Chapter 14: Relaunching Your Gamification Marketing Campaign

• Understanding Why You May Want to Relaunch Your Campaign
• Tweaking Your Gamification Campaign
• Checking your exit points
• Assessing whether the gamification option you chose was right for you
• Redefining your target audience
• Building a seasonal version of your campaign
• Knowing When to Shut It All Down

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

Index