Czy grywalizacja w marketingu jest skuteczna?
Grywalizacja wykorzystywana jest w marketingu coraz częściej. Można powiedzieć, że zadomowiła się ona w marketingu na dobre. Warto przyjrzeć się temu zjawisku nieco bliżej oraz zastanowić się, czy faktycznie jest aż tak skuteczna.
Grywalizacja to połączenie wiedzy z trzech dziedzin:
psychologii behawioralnej – pewnymi zachowaniami da się w sposób przewidywalny sterować przy użyciu bodźców zewnętrznych,
programów lojalnościowych – pomagają zwiększyć zaangażowanie klienta w daną markę,
projektowania gier – dawanie frajdy poprzez dostęp do rozrywki.
Wypływanie na zachowanie klienta
Wielką mocą grywalizacji jest to, że wpływa ona w znakomity sposób na zachowania klienta. Można to sprawdzić poprzez cykliczność wykonywanych przez klienta transakcji. Jeżeli odbywają się one systematycznie co pewien czas, można jasno stwierdzić, że klient zaangażował się i jest przywiązany do konkretnej marki. Co pewien czas musi zdecydować się na nabycie produktu, ponieważ po prostu nie może bez niego żyć. Ważne jest, aby marka nawiązała dobre relacje z klientem. Dzięki temu, że tak się stanie, będzie on chciał wykonywać kolejne i jeszcze kolejne transakcje. Marka nie będzie mu musiała nic za to dawać. Żadnych punktów czy nagród. Wystarczy, że po prostu będzie. Ponadto, można skłonić poprzez swoje działania klienta do tego, aby podzielił się na portalach społecznościowych swoimi przemyśleniami co do nabytego produktu. Dziś większość osób rozmawia przez komunikatory dostępne na portalach społecznościowych. W związku z tym, nie będzie wielkim problemem namówienie klienta do tego, aby właśnie tam zostawił swoją opinię.
Pomoc we wprowadzeniu grywalizacji
Jeżeli sam, jako marka nie potrafisz wcielić zasad grywalizacji, możesz skorzystać z profesjonalnej pomocy firm, na przykład adnext.pl. Pomagają one wcielać procedury, dzięki którym grywalizacja może być bardzo skuteczna w prowadzeniu marketingu marki. Istotne jest, aby postępować zgodnie z ustalonymi zasadami i nawiązywać bardzo dobre relacje z klientem. Taka profesjonalna firma, na pewno pomoże uzyskać wszystkie cele, jakie zostały postawione na etapie budowania marki i strategii marketingowej.
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