Gamification Marketing For Dummies

Name: Gamification Marketing For Dummies
Brand: Wiley-ISTE
Price: 19.99 EUR
Availability: OnlineOnly

Zarrar Chishti(Autor*in)

Wiley-ISTE (Verlag)

1. Auflage

Erschienen am 7. September 2020

304 Seiten

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978-1-119-66398-0 (ISBN)

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Inhalt

Intro
Title Page
Copyright Page
Table of Contents
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1 Introducing Gamification Marketing
Chapter 1 Gamifying Your Marketing Strategy
Seeing What Gamification Can Do in Marketing
Understanding gamification
Gamifying your marketing
Looking at some examples of gamification
Understanding How Gamification Differs from Other Online Marketing Tactics
Looking at the advantages of gamification
Taking your current user experience to the next level
Stepping Up Your Current Marketing
Chapter 2 Getting to Know Gamification Models
Exploring Your Options
Discovering game types
Creating the Perfect Gamification Campaign Settings
Choosing the right game for your audience
Determining duration and frequency
Avoiding the Big Mistakes
Depending on desktop
Going rogue
Complicating the gameplay
Creating too many rewards
Misusing game mechanics
Banking on virality
Creating a campaign that can't be played at work
Assuming your audience will understand games
Part 2 Beginning Your Gamification Marketing Quest
Chapter 3 Identifying Your Target Audience
Defining Your Audience
Throwing out everything you think you know about your audience
Conducting research to find your audience
Taking a Closer Look at Your Current Customer Base
Establishing existing data points
Tailoring for B2B
Mining Your Social Media Accounts
Identifying key data points
Tracking unique metrics from each platform
Choosing meaningful social media data versus vanity metrics
Chapter 4 Increasing Engagement in Your Campaign
Establishing User Rewards and Achievements
Rewarding your players
Creating loyalty
Encouraging Sharing among Your Audience
Using a unique hashtag
Providing more than just a link to share
Chapter 5 Budgeting Your Development
Setting Your Budget
Estimating the costs
Aligning your budget with your goals
Anticipating risks
Gathering Your Team
Accounting for your gamification model
Outsourcing talent
Chapter 6 Getting to Know the Technology
Choosing a Foundation for Your Campaign
Building in HTML5
Recognizing the downsides of building an app
Keeping Up the Communications
Checking your email deliverability
Making sure your emails don't end up in the spam folder
Continuing with your campaign
Complying with the General Data Protection Regulation
Considering Testing Issues
Looking at testing methods
Checking on browsers
Part 3 Executing Your Gamification Plan
Chapter 7 Making Your Game a Reality
Choosing the Perfect Gamification Model for You
Determining Your Target Market
Conducting your own audience research
Considering what the research is telling you
Embedding Goals into the Game
Creating SMART goals
Devising your gamification objectives
Building in Loyalty Rewards
Deciding on your options
Using rewards in your game
Chapter 8 Selecting the Right Components
Making Sense of the Game Development Process
Understanding the stages of the game development life cycle
Deciding which life cycle model is right for you
Assembling Your Team
Working out who does what
Balancing everyone's role
Choosing freelancers, agencies, or in-house employees
Preparing the Technical Strategy
Understanding the available choices
Comparing the platforms
Chapter 9 Launching and Promoting Your Game
Scheduling the Right Time to Launch
Perfecting Your Landing Page
Leading Up to T Minus Zero
Building pre-launch interest
Devising a game-launch marketing strategy through social media
Launch Day: Aiming the Spotlight on Your Game
Reaching out to your current audience
Grabbing media attention
Giving influencers and bloggers a sneak peek
Using your existing social media channels (or not)
Getting your game onto other sites
Part 4 Monitoring Real-Time Events and Data after You Go Live
Chapter 10 Capturing All the Data
Establishing a Portal to Your Data
Developing your portal
Securing access
Building your reports
Knowing Which Data You Should Be Capturing
Progress tracker
Interaction
Duration
Percentage of new sessions
Goal completions
Views versus sessions
Bounces
Location
Returning versus new
Referrals
Following the User Journey
Watching all their moves
Learning what the users don't tell you
Gaining Valuable User Feedback
Providing a dedicated feedback form
Installing live chat support
Rating your campaign's performance
Creating an online forum
Displaying positive customer feedback
Using polls
Monitoring social channels
Chapter 11 Analyzing and Applying Data
Understanding the Why and How of Data Analysis
Extracting Your Campaign Data
Sourcing your data
Locating your data
Applying Intelligent Big Data
Deconstructing big data
Benefiting from big data and data analysis
Getting Help from Predictive Analysis
Installing a predictive analytics tool
Using predictive analysis
Maintaining Control of Your Data
Keeping your audience's trust
Protecting your data
Securing your database
Chapter 12 Avoiding Data Overload
Watching Out for Maximum Capacity
Identifying the effects of crashing
Preparing for increased traffic
Dealing with Data Failure
Identifying the cause
Fixing the problem
Preventing problems from happening again and minimizing the damage
Applying the Best Development Practices
Optimizing the gamification code
Focusing on the purpose of the data
Part 5 Preparing for Your Next Gamification Quest
Chapter 13 Failing Up: Learning from Your First Quest
Taking a Hard Look at the Results
Using data to your advantage
Using analytics the right way
Researching for the Future
Shaping the Future
Cleaning your data
Using artificial intelligence
Chapter 14 Relaunching Your Gamification Marketing Campaign
Understanding Why You May Want to Relaunch Your Campaign
Tweaking Your Gamification Campaign
Checking your exit points
Assessing whether the gamification option you chose was right for you
Redefining your target audience
Building a seasonal version of your campaign
Knowing When to Shut It All Down
Part 6 The Part of Tens
Chapter 15 Ten Best Gamification Marketing Examples
Starbucks: Starbucks Rewards
Chipotle: A Love Story Game
Nike: Nike+ FuelBand
M&M's: Eye-Spy Pretzel
Target: Wish List
Citroën: Game of Scroll
Coca-Cola: Shake It
Netflix: Black Mirror: Bandersnatch
Nissan: CarWings
Magnum: Pleasure Hunt
Chapter 16 Ten Common Gamification Marketing Mistakes
Offering an Unengaging User Experience
Leaving Your Audience Screaming, "Help!"
Having a Flawed Game Structure
Leaving the User Waiting
Scoring Pointless Goals
Not Establishing Clear Big Data Goals
Looking Great on the Desktop, But Not So Much on Mobile
Not Checking Up on Absentees
Missing Out on Social Interaction
Launching without Marketing
Chapter 17 Ten Benefits to Gamifying Your Marketing
Building Brand Awareness
Increasing Reach
Instantly Appealing to a Younger Audience
Driving Engagement
Injecting Fun into Your Brand
Influencing Customer Behavior
Accruing Big (Customer) Data
Personalizing Brand Experiences
Building Customer Loyalty
Gathering Great Customer Feedback and Research
Index
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