By João Caetano, executive director of Agência da Vila
To succeed in the business world, one of the golden rules is to be able to meet basic human needs. Great innovations and inventions that resist time have this characteristic. Not by chance, a good example is the games industry, which is expected to grow 30% until 2017, a performance that far surpasses the traditional entertainment industry. And what would be one of the reasons for such success? Simple. It fosters two elements of human nature: interact and compete!
In the same vein, there is the success of social networks such as Facebook, Instagram, Twitter and Youtube, which in addition to providing (a lot) interaction, intrinsically induce competition. But, amazingly, at the same time that the corporate world uses social networks widely to seek consumer engagement, it relegates gamification to the human resources department and to some actions in the sales area, which, incidentally, use it very well, with great results.
However, some facts such as the costs of digital ads that tend to become more expensive, the advance of ad blocks, software that blocks ads online and on social networks, even though still small in Brazil, is already happening; or yet, the economic crisis that has made consumers more selective, demanding and less loyal to brands, point out that social networks will gain even more space in market disputes.
Added to this scenario, the 21st century customer, who is connected, demands a personalized approach and anticipated needs satisfaction. To be able to involve you it will be necessary, at the very least, to offer a fun and motivating experience. That is, gamification on social networks is an inexorable trend.
Depending on how it is applied, in addition to encouraging engagement and loyalty, gamification can be combined with CRM enrichment technologies to obtain behavioral information through the visualization and capture of data from fan profiles, organized by communities. This allows, for example, the creation of customized actions focused on groups created and selected according to the user's own taste, increasing the engagement of existing consumers and the reach of new ones, in addition to the traditional segmentations according to the history of purchased products.
Outside the virtual scope, the information obtained by gamifications on social networks can direct and sustain marketing and sales actions based on habits, trends and also indicate the points to be attacked to improve and boost the experience with the brand.
When companies discover what they can achieve with resources that seem to exist only to encourage fans to participate in activities, overcome challenges and earn points to exchange them for prizes, enjoy and comment on publications in the immeasurable virtual world, they will have paths at their disposal which can result in even less ad consumption, more tangible social media results and more real savings.
In the same vein, there is the success of social networks such as Facebook, Instagram, Twitter and Youtube, which in addition to providing (a lot) interaction, intrinsically induce competition. But, amazingly, at the same time that the corporate world uses social networks widely to seek consumer engagement, it relegates gamification to the human resources department and to some actions in the sales area, which, incidentally, use it very well, with great results.
However, some facts such as the costs of digital ads that tend to become more expensive, the advance of ad blocks, software that blocks ads online and on social networks, even though still small in Brazil, is already happening; or yet, the economic crisis that has made consumers more selective, demanding and less loyal to brands, point out that social networks will gain even more space in market disputes.
Added to this scenario, the 21st century customer, who is connected, demands a personalized approach and anticipated needs satisfaction. To be able to involve you it will be necessary, at the very least, to offer a fun and motivating experience. That is, gamification on social networks is an inexorable trend.
Depending on how it is applied, in addition to encouraging engagement and loyalty, gamification can be combined with CRM enrichment technologies to obtain behavioral information through the visualization and capture of data from fan profiles, organized by communities. This allows, for example, the creation of customized actions focused on groups created and selected according to the user's own taste, increasing the engagement of existing consumers and the reach of new ones, in addition to the traditional segmentations according to the history of purchased products.
Outside the virtual scope, the information obtained by gamifications on social networks can direct and sustain marketing and sales actions based on habits, trends and also indicate the points to be attacked to improve and boost the experience with the brand.
When companies discover what they can achieve with resources that seem to exist only to encourage fans to participate in activities, overcome challenges and earn points to exchange them for prizes, enjoy and comment on publications in the immeasurable virtual world, they will have paths at their disposal which can result in even less ad consumption, more tangible social media results and more real savings.
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