Yet only a quarter have ever used game mechanics in their marketing campaigns
ad:tech London 2011
LONDON – Research results from global marketing technology and solutions company Upstream, have found that despite three quarters (78 per cent) of marketers believing that customers are more likely to respond to game-based marketing mechanics, only a quarter (27%) have actually used gamification tactics in their campaigns.
The research, conducted at digital marketing conference ad:tech London 2011, questioned delegates about their understanding and use of game mechanics and dynamics in marketing strategies and found that two thirds of marketers (66%) did not fully comprehend the term gamification. Once respondents had been briefed on its definition, 64 per cent of marketers stated they felt game mechanics would improve relationships with their customers.
The findings also revealed that the jury is out over which rewards prompt the best response from gamified marketing campaigns. The most popular response from marketers was free products, which 34 per cent said would be most engaging. This was followed by cash (25 per cent), a high value single prize (24 per cent) and points (11 per cent).
The research also highlighted a rise in budgets available to marketers to innovate campaigns, with 87 per cent stating that they would be increasing investment in marketing technologies over the next twelve months.
Guy Krief, Senior Vice President of Innovation, Upstream, who gave the seminar ‘Gamification and Mobile: Press Start’ at Adtech said: “With customers being bombarded with promotional messages from brands on a daily basis, we need to help marketers make intelligent use of real-time gamification – moving it from the latest buzz word to the reality of influencing consumer behaviour. Gamification can make the key difference to any marketing campaign, making it more interactive, engaging and exciting for the consumer and more profitable for the brand.
“Although the concept is increasingly on marketers’ radar, the majority of marketers are stuck on the first level and not yet confident about incorporating gamification into their communications strategies, resulting in many millions of individual responses to marketing campaigns being lost.”
Upstream launched real-time personalisation features to its gamification engine earlier this year, to deliver key insights into interactions as they happen, enabling its Marketing Communications Suite
platform to tailor campaigns so that their frequency, progress and content are driven by highly targeted mobile consumer segments, making for a more rewarding and personalised experience. Upstream’s MCS has driven campaigns in more than 40 countries, in 22 languages, for companies such as Vodafone, Telecom Italia, Telefónica and Nestlé.
Methodology
The research was carried out at ad:tech London where 100 marketers were polled about their views, understanding and use of game mechanics and dynamics in marketing strategies.
About Upstream
Upstream is one of the largest mobile marketing solutions providers in the world and a pioneer and innovator in the industry. www.upstreamsystems.com
