When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.
Gamification in marketing is rapidly growing around the world due to its ability to underpin user generated content creation, leverage our love of mobile and publish content with ease.
Launching its new Gamification-as-a-Service (GaaS) platform, mobile marketing solutions provider, Proactive Games (PAG) Digital, claims it is enabling modern marketers to drive successful, data-rich mobile interactions that appeal to the next generation of technology users.
PAG Digital’s proprietary, cloud-based GaaS solution enables brands and agencies to create and deploy mobile activations while supporting the key marketing strategy tactics, including sponsorship and media spend activation. According to CEO of PAG Digital, Geoff Marshall, gamification can capture consumer emotions like nothing else. He claimed the new platform is the leap for marketers into consumer gamification and user-generated content in an easy, cost effective and reliable way.
“The last three to four years, PAG Digital has invested heavily in digital platforms that support and enable a higher level of consumer brand engagement, with an increasing focus on mobile,” he told CMO. “We use gamification on mobile to create content for brands and facilitate that, to create content and really deliver the ‘wow’ factor when it comes to engagement and data acquisition. We have created the GaaS platform to deliver these offerings more rapidly and robustly.”
The platform provides a modular suite of games, tools and templates to make mobile marketing cost effective and easy to deliver. At the same time, brands can generate, shape and leverage their own content via social, mobile and online. Using the platform, brands can serve hundreds, thousands or millions of activations through all media including SMS, email, social, banners, television and print.
“We don’t actually do all of this through apps, but through HTML5, because what we found is that the process of downloading the app actually drops off engagement significantly,” Marshall said. “So we’re doing so much of what an app can do in HTML, that we’re finding we can engage instantly through SMS, banner ads, we can even publish through iFrames. We’re finding clients are seeing a significant removal of barriers to engagement in a campaign.”
Brands already using the PAG Digital GaaS platform include Tatts Lotteries, which has since become a shareholder, along with Suncorp, Northern Territory Tourism and Crownbet. Marshall claimed key benefits include the ability to boost consumer engagement, reap data insights, generate rich content, generate sales leads and revenue, and enhance customer loyalty and retention.
Tourism NT’s executive director marketing and communications, Adam Coward, said the GaaS platform had enabled faster, smoother customer interactions.
“We wanted something that allowed the customer to interact with the milliondollarfish.com.au sponsors and destination information long after registering for the competition and in between our scheduled emails,” he said.
“The GaaS platform activation allowed this both on desktop and mobile all easily with HTML5 so there are no issues with browsers and the systems runs fast. It delivers on the key elements of social interaction through leaderboards and seeing other people winning prizes to keep you going for your own win.
“Beyond this, it gives us behavioural data that you don’t otherwise get around, which areas are being played with the most and also who is a more engaged user versus not. It’s a simple way to extract more information from your customers to give better service without having to be so overt about it.”
According to Marshall, once PAG created multiple campaigns to enhance engagement, capture key customer data at various touch points in the gaming process and improve pathways to purchase, the rates of conversion exceeded expectations.
“Most of the campaigns were accessed via mobile at 90 per cent,” he said. “But the key thing is the time that people were spending playing the game was up to fifty minutes.”
According to PAS digital strategist and business development director, Stephen Schwalger, brands seeking to enhance engagement and remain relevant, need to embrace the need for websites need to be more mobile responsive.
“When it comes to consumer gamification, which is our current focus, there are ways to get customers to engage deeply and doing something fun,” he said. “We can then use that drive a whole range of marketing outcomes. So whether we’re trying to build a platform that will simply glean data from customers in a positive sense and build insights, or we take them all the way through to an ecommerce sale, we can keep the customer engaged the whole time through their mobile phone.”
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