Details

Gamification Marketing For Dummies


Gamification Marketing For Dummies


1. Aufl.

von: Zarrar Chishti

19,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 07.09.2020
ISBN/EAN: 9781119663980
Sprache: englisch
Anzahl Seiten: 304

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>Grow your customer base with games!</b></p> <p>Gamification is the practice of adding elements of gameplay into marketing materials to better engage customers. In <i>Gamification Marketing For Dummies</i>, you’ll learn to use this proven strategy to capture the attention of your target markets and boost your results using valuable gamification data.</p> <p>Games are fun! That’s why gamification is so successful—customers will jump at the chance to play and win your custom-developed marketing game. You’ll connect with your customers and create lasting memories. Whether or not you are digitally savvy, this book will teach you the basics of gamification, from choosing the right game to capturing the user behavior data that the game generates.</p> <ul> <li>Use games to increase customer engagement and marketing results</li> <li>Learn how to choose or commission the right games for your market</li> <li>Plan and execute a successful gamification strategy</li> <li>Learn from data generated inside your game for valuable market insights</li> </ul> <p>From simple strategies like customer loyalty programs to complex, branded, social game apps, this book will point in the direction of gamification that works for you.</p>
<p><b>Introduction </b><b>1</b></p> <p>About This Book 1</p> <p>Foolish Assumptions 2</p> <p>Icons Used in This Book 3</p> <p>Beyond the Book 3</p> <p>Where to Go from Here 4</p> <p><b>Part 1: Introducing Gamification Marketing 5</b></p> <p><b>Chapter 1: Gamifying Your Marketing Strategy</b><b> 7</b></p> <p>Seeing What Gamification Can Do in Marketing 8</p> <p>Understanding gamification 8</p> <p>Gamifying your marketing 9</p> <p>Looking at some examples of gamification 9</p> <p>Understanding How Gamification Differs from Other Online Marketing Tactics 10</p> <p>Looking at the advantages of gamification 10</p> <p>Taking your current user experience to the next level 13</p> <p>Stepping Up Your Current Marketing 14</p> <p><b>Chapter 2: Getting to Know Gamification Models</b><b> 17</b></p> <p>Exploring Your Options 17</p> <p>Discovering game types 18</p> <p>Creating the Perfect Gamification Campaign Settings 26</p> <p>Choosing the right game for your audience 27</p> <p>Determining duration and frequency 29</p> <p>Avoiding the Big Mistakes 31</p> <p>Depending on desktop 32</p> <p>Going rogue 32</p> <p>Complicating the gameplay 32</p> <p>Creating too many rewards 32</p> <p>Misusing game mechanics 33</p> <p>Banking on virality 33</p> <p>Creating a campaign that can’t be played at work 34</p> <p>Assuming your audience will understand games 34</p> <p><b>Part 2: Beginning Your Gamification Marketing Quest 35</b></p> <p><b>Chapter 3: Identifying Your Target Audience </b><b>37</b></p> <p>Defining Your Audience 38</p> <p>Throwing out everything you think you know about your audience 38</p> <p>Conducting research to find your audience 39</p> <p>Taking a Closer Look at Your Current Customer Base 40</p> <p>Establishing existing data points 41</p> <p>Tailoring for B2B 42</p> <p>Mining Your Social Media Accounts 43</p> <p>Identifying key data points 43</p> <p>Tracking unique metrics from each platform 45</p> <p>Choosing meaningful social media data versus vanity metrics 48</p> <p><b>Chapter 4: Increasing Engagement in Your Campaign </b><b>51</b></p> <p>Establishing User Rewards and Achievements 52</p> <p>Rewarding your players 52</p> <p>Creating loyalty 55</p> <p>Encouraging Sharing among Your Audience 58</p> <p>Using a unique hashtag 58</p> <p>Providing more than just a link to share 64</p> <p><b>Chapter 5: Budgeting Your Development</b><b> 69</b></p> <p>Setting Your Budget 69</p> <p>Estimating the costs 70</p> <p>Aligning your budget with your goals 70</p> <p>Anticipating risks 70</p> <p>Gathering Your Team 72</p> <p>Accounting for your gamification model 72</p> <p>Outsourcing talent 72</p> <p><b>Chapter 6: Getting to Know the Technology</b><b> 83</b></p> <p>Choosing a Foundation for Your Campaign 83</p> <p>Building in HTML5 84</p> <p>Recognizing the downsides of building an app 88</p> <p>Keeping Up the Communications 90</p> <p>Checking your email deliverability 90</p> <p>Making sure your emails don’t end up in the spam folder 92</p> <p>Continuing with your campaign 93</p> <p>Complying with the General Data Protection Regulation 98</p> <p>Considering Testing Issues 101</p> <p>Looking at testing methods 101</p> <p>Checking on browsers 103</p> <p><b>Part 3: Executing Your Gamification Plan 105</b></p> <p><b>Chapter 7: Making Your Game a Reality</b><b> 107</b></p> <p>Choosing the Perfect Gamification Model for You 108</p> <p>Determining Your Target Market 112</p> <p>Conducting your own audience research 112</p> <p>Considering what the research is telling you 114</p> <p>Embedding Goals into the Game 115</p> <p>Creating SMART goals 115</p> <p>Devising your gamification objectives 116</p> <p>Building in Loyalty Rewards 118</p> <p>Deciding on your options 118</p> <p>Using rewards in your game 119</p> <p><b>Chapter 8: Selecting the Right Components</b><b> 121</b></p> <p>Making Sense of the Game Development Process 122</p> <p>Understanding the stages of the game development life cycle 122</p> <p>Deciding which life cycle model is right for you 125</p> <p>Assembling Your Team 129</p> <p>Working out who does what 129</p> <p>Balancing everyone’s role 131</p> <p>Choosing freelancers, agencies, or in-house employees 132</p> <p>Preparing the Technical Strategy 134</p> <p>Understanding the available choices 135</p> <p>Comparing the platforms 138</p> <p><b>Chapter 9: Launching and Promoting Your Game</b><b> 141</b></p> <p>Scheduling the Right Time to Launch 141</p> <p>Perfecting Your Landing Page 143</p> <p>Leading Up to T Minus Zero 145</p> <p>Building pre-launch interest 146</p> <p>Devising a game-launch marketing strategy through social media 148</p> <p>Launch Day: Aiming the Spotlight on Your Game 150</p> <p>Reaching out to your current audience 150</p> <p>Grabbing media attention 154</p> <p>Giving influencers and bloggers a sneak peek 157</p> <p>Using your existing social media channels (or not) 160</p> <p>Getting your game onto other sites 163</p> <p><b>Part 4: Monitoring Real-Time Events and Data after You Go Live 165</b></p> <p><b>Chapter 10: Capturing All the Data</b><b> 167</b></p> <p>Establishing a Portal to Your Data 168</p> <p>Developing your portal 168</p> <p>Securing access 169</p> <p>Building your reports 172</p> <p>Knowing Which Data You Should Be Capturing 173</p> <p>Progress tracker 173</p> <p>Interaction 174</p> <p>Duration 174</p> <p>Percentage of new sessions 174</p> <p>Goal completions 174</p> <p>Views versus sessions 175</p> <p>Bounces 175</p> <p>Location 176</p> <p>Returning versus new 176</p> <p>Referrals 177</p> <p>Following the User Journey 177</p> <p>Watching all their moves 178</p> <p>Learning what the users don’t tell you 179</p> <p>Gaining Valuable User Feedback 181</p> <p>Providing a dedicated feedback form 181</p> <p>Installing live chat support 182</p> <p>Rating your campaign’s performance 182</p> <p>Creating an online forum 182</p> <p>Displaying positive customer feedback 183</p> <p>Using polls 183</p> <p>Monitoring social channels 183</p> <p><b>Chapter 11: Analyzing and Applying Data</b><b> 185</b></p> <p>Understanding the Why and How of Data Analysis 186</p> <p>Extracting Your Campaign Data 187</p> <p>Sourcing your data 187</p> <p>Locating your data 191</p> <p>Applying Intelligent Big Data 191</p> <p>Deconstructing big data 192</p> <p>Benefiting from big data and data analysis 193</p> <p>Getting Help from Predictive Analysis 194</p> <p>Installing a predictive analytics tool 195</p> <p>Using predictive analysis 195</p> <p>Maintaining Control of Your Data 196</p> <p>Keeping your audience’s trust 197</p> <p>Protecting your data 198</p> <p>Securing your database 198</p> <p><b>Chapter 12: Avoiding Data Overload</b><b> 201</b></p> <p>Watching Out for Maximum Capacity 201</p> <p>Identifying the effects of crashing 202</p> <p>Preparing for increased traffic 203</p> <p>Dealing with Data Failure 206</p> <p>Identifying the cause 206</p> <p>Fixing the problem 207</p> <p>Preventing problems from happening again and minimizing the damage 207</p> <p>Applying the Best Development Practices 210</p> <p>Optimizing the gamification code 210</p> <p>Focusing on the purpose of the data 212</p> <p><b>Part 5: Preparing for Your Next Gamification Quest 213</b></p> <p><b>Chapter 13: Failing Up: Learning from Your First Quest</b><b> 215</b></p> <p>Taking a Hard Look at the Results 216</p> <p>Using data to your advantage 216</p> <p>Using analytics the right way 219</p> <p>Researching for the Future 221</p> <p>Shaping the Future 225</p> <p>Cleaning your data 225</p> <p>Using artificial intelligence 226</p> <p><b>Chapter 14: Relaunching Your Gamification Marketing Campaign</b><b> 227</b></p> <p>Understanding Why You May Want to Relaunch Your Campaign 228</p> <p>Tweaking Your Gamification Campaign 230</p> <p>Checking your exit points 230</p> <p>Assessing whether the gamification option you chose was right for you 231</p> <p>Redefining your target audience 234</p> <p>Building a seasonal version of your campaign 235</p> <p>Knowing When to Shut It All Down 239</p> <p><b>Part 6: The Part of Tens 241</b></p> <p><b>Chapter 15: Ten Best Gamification Marketing Examples</b><b> 243</b></p> <p>Starbucks: Starbucks Rewards 243</p> <p>Chipotle: A Love Story Game 244</p> <p>Nike: Nike+ FuelBand 245</p> <p>M&M’s: Eye-Spy Pretzel 246</p> <p>Target: Wish List 247</p> <p>Citroën: Game of Scroll 247</p> <p>Coca-Cola: Shake It 248</p> <p>Netflix: Black Mirror: Bandersnatch 248</p> <p>Nissan: CarWings 249</p> <p>Magnum: Pleasure Hunt 250</p> <p><b>Chapter 16: Ten Common Gamification Marketing Mistakes</b><b> 251</b></p> <p>Offering an Unengaging User Experience 252</p> <p>Leaving Your Audience Screaming, “Help!” 252</p> <p>Having a Flawed Game Structure 253</p> <p>Leaving the User Waiting 253</p> <p>Scoring Pointless Goals 254</p> <p>Not Establishing Clear Big Data Goals 254</p> <p>Looking Great on the Desktop, But Not So Much on Mobile 255</p> <p>Not Checking Up on Absentees 257</p> <p>Missing Out on Social Interaction 257</p> <p>Launching without Marketing 258</p> <p><b>Chapter 17: Ten Benefits to Gamifying Your Marketing</b><b> 261</b></p> <p>Building Brand Awareness 262</p> <p>Increasing Reach 262</p> <p>Instantly Appealing to a Younger Audience 263</p> <p>Driving Engagement 264</p> <p>Injecting Fun into Your Brand 264</p> <p>Influencing Customer Behavior 265</p> <p>Accruing Big (Customer) Data 265</p> <p>Personalizing Brand Experiences 266</p> <p>Building Customer Loyalty 266</p> <p>Gathering Great Customer Feedback and Research 267</p> <p>Index 269</p>
<p><b>Zarrar Chishti</b> is a software and games development consultant who has developed and marketed more than 500 games for companies all across the globe. As CEO of Tentacle Solutions, he consults with teams around the world to develop gamification options.
<ul> <li>Apply game concepts to a marketing plan</li> <li>Develop and launch your first gamification campaign</li> <li>Analyze your data to build marketing strategies</li> </ul> <p><b>Boost your marketing with a gamification strategy</b> <p>Everyone loves to win, and that includes your customers. Connect with them and increase their loyalty through the irresistible elements of game play! This friendly guide helps you explore what types of games work best with your product, how to incorporate gamification into your marketing strategy, what to expect, and how to make use of the data generated. Whether you're a start-up business or an established leader in your market, you'll find great ideas and valuable help to develop and implement gamification marketing. <p><b>Inside...</b> <ul> <li>Getting why gamification works</li> <li>Rewarding your customers</li> <li>Understanding game development lingo</li> <li>Collecting and analyzing data from your game</li> <li>Interpreting consumer behavior</li> <li>Trying different types of games</li> <li>Working with game developers</li> </ul>

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