b2b: it's time for gamification!

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Gamification is the use of game-design and game psychology in non-game situations. The implementation of game mechanics helps to engage and motivate customers and it also solves problems. Gamification turns usual and boring situations into fun and engaging; it has the key to change behaviour, engage employees, drive creation and build long term relationships with customers. Although it seems to have more in common with B2C, B2B marketers should take into serious consideration the hypothesis of implementing it. Thanks to gamification B2B businesses can: Increase their sales Reward their customers Collect better data Generate positive word of mouth and make the relationship with their customers longer and even stronger. 2015

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Page 1: B2B: It's time for Gamification!

Gamification is the use of game-design and game psychology in non-game situations. The implementation of game mechanics helps to engage and motivate customers and it also solves problems. Gamification turns usual and boring situations into fun and engaging; it has the key to change behaviour, engage employees, drive creation and build long term relationships with customers.

Although it seems to have more in common with B2C, B2B marketers should take into serious consideration the hypothesis of implementing it. Thanks to gamification B2B businesses can:

• Increase their sales• Reward their customers • Collect better data• Generate positive word of mouth and make the relationship with their customers longer

and even stronger.

2015

Page 2: B2B: It's time for Gamification!

If a company decides to use gamification for a marketing campaign, where should it start?

• Entertain: Content marketing could be used to create emotion and compelling narrative that keeps customers’ level of interest high; they love stories.

• Challenge: Pit users against each other makes them feel more motivated to play. To keep customers coming back, short-term and long-term goals should be set.

• Reward: If customers feel they are getting something back they’ll feel satisfied and they’ll be more involved and engaged. At the same time, employees will give better performances. That’s why customers have to be rewarded with virtual goods such as points, levels, badges and leaderboards; and those virtual items should allow them to access exclusive privileges and rewards, such as discounts or prizes.

• Experience: Gamification helps to build unique and engaging experiences with customers. They feel part of a community and they live a 360 degree experience with the brand/product. They share their experiences by posting and making comments on their social networks’ accounts.

In a recent survey by Bain & Company of 290 executives in B2B industries throughout 11 countries, 68% of respondents said customers are less loyal than they used to be. B2B companies thus need to go beyond mere satisfaction to earn customers’ enthusiasm and loyalty so that they can improve their business’s economy.

Gamificationcouldbethekey!

2015