Gamification Marketing For Dummies

Zarrar Chishti

ISBN: 9789354245763

312 pages

INR 699

Description

Nothing drives interest from customers more than giving them the chance to win. From old school sweepstakes and stamp collecting games to modern mobile loyalty programs or branded game apps, gamification helps connect you to your customers in a way they invite into their lives. This book helps you add the effective but challenging aspects of gamification to your marketing strategy. No matter what your digital proficiency, Intelligent Marketing with Gamification For Dummies will guide both veteran and inexperienced marketers through the maze of planning and executing a gamification strategy.

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