Leadfamly‘s latest eBook explains how to make the most of the path to purchase.
Introduction
Why the customer journey is so important
The customer must be at the heart of every business if that company is to have any hope of being successful. Their power means that more often than not it’s now the customer that dictates how and why a business grows.
Maximising the potential of the customer journey, at every step from initial interaction with the brand to their first purchase and beyond, is vital. Each part needs to be optimised so that the customer isn’t lost – figuratively and literally.
So you want to win new customers?
It’s challenging and it requires delivering an experience and offer that’s both different from competitors and engaging enough to stop customers from straying elsewhere.
Marketing gamification can help to amplify the opportunities of the customer journey at each of its steps – from gaining and acquiring, to targeting, growing, and retaining your customers.
It can help you stand out from the competition and deliver a truly engaging experience that your customers want to be involved in.
The three crucial steps of the customer journey
Step one: gaining and acquiring
The fight for consumer attention is truly overwhelming, but in the gaining and acquiring stage of the customer journey the need is to build awareness to gain new customers and persuade them to
buy.
And that’s not easy!
The touchpoints through which brands can now reach their customers, coupled with an always-on culture thanks to ever-present mobile devices, means that the barrage of marketing messages to consumers is non-stop.
And that means getting your message through to customers to make them aware of your brand can be incredibly tough.
You need to do something different and exciting if you are to capture attention in such a busy market. You must stand out and create a new fresh, engaging, and useful experience that will not only captivate new, potential customers but will also prove valuable in their decision on whether to purchase from you or not.
Did you know…?
The average person scrolls the height of Everest in a year!
Using marketing gamification to gain and acquire customers
Marketing gamification allows you to win customers – literally. Done well it captures fleeting attention and transforms it into audience captivation.
It’s powerful stuff where the consumers win too.
Quizzes can help to raise awareness of your business, product or brand, allowing you to offer a richer value exchange to potential customers for their marketing permissions.
Instant win concepts also work really well here, with games like wheel of fortune allowing brands to offer physical prizes that can be collected instore or digital prizes, such as product discounts, which can be used to persuade them to spend online.
The perceived reward of a “prize” won in a marketing gamification project can be more significant than a traditional introductory discount or free offer that might otherwise be used to engage customers on a website or email. It taps into powerful customer psychology that values that win more highly than something that the customer-to-be hasn’t “earnt”.
How Würth Denmark used marketing gamification to turn leads into customers
As a B2B sales organisation, supplying a range of more than 50,000 products, including fastening and safety equipment, Würth Denmark is always looking to build its customer base and educate them on their full range of products.
The company has used two marketing gamification campaign types from Leadfamly. These include always-on campaigns that appear as pop-ups that run for longer and help encourage customers to purchase, as well as targeted, shorter campaigns that often relate to specific products to raise awareness.
In one such game, the company saw more than 800 email sign-ups, in exchange for a product sample, as well as one in four website visitors who interacted with a pop-up going on to buy online.
“In marketing, we all know you need to have something to get people’s attention and to get people to interact with your brand and products. So gamification is part of the machine that marketers can build, along with using email marketing, social media, and retargeting, that your audience experiences as the brand’s universe.”
– Martin Schmidtmann Holden, Digital Marketing Specialist at Würth Denmark