Why Gamification Matters in B2B Marketing
We often think of a change as a long and arduous process. But the truth is, it can happen quickly if the change relates to something we find important. And the internet offers that. It allows us to immerse ourselves in another “world” with the click of a mouse, and to socially interact with people despite their physical location.
Simply put, the internet offers things we find enjoyable — that’s why we use it.
The internet also allows for the concept of gamification (gay-muh-fic-ay-shun), the use of game design techniques to enhance non-game contexts. Gamification is not just about badges; it’s a technique that employs our natural desire to play games. This can include badges, but it also includes levels, awards, currency, and myriad other game-like techniques.
We like the concept of achievement; we like learning and mastering new things. And gamification allows us to take advantage of this behavior in a very unique way. It allows us to focus on this behavior and emotionally satisfy the customer, which keeps the customer coming back. As with the internet, it offers what we find inherently satisfying.
So if you don’t know about gamification in B2B marketing, you need to. It can improve brand loyalty and ROI. And for some great examples of gamification, I recommend this webinar presented by Gabe Zichermann and Badgeville.
Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns.