Press Start

Using gamification to power-up your marketing
 
 
Bloomsbury UK (Verlag)
  • erschienen am 28. November 2019
  • |
  • 288 Seiten
 
E-Book | PDF mit Adobe-DRM | Systemvoraussetzungen
978-1-4729-7048-0 (ISBN)
 
Shortlisted for the 2020 Business Book Awards

Do you know someone obsessed with a mobile game like Candy Crush? Have you ever felt a rush when you completed a task... and perhaps another when you crossed it off your to-do list? Or maybe you have that one running-obsessed friend who has to log everything on their fitness app?

The fact is, these obsessions and 'highs' affect all of us, and they can be powerful drivers in terms of how we behave. In an increasingly commoditized world, marketers are always looking for new ways to influence or motivate us to be better engaged with their products, services, and brands. This is marketing gamification: the practice of taking the motivational elements of games (like challenges, achievements and teams) and applying them intelligently in real-life situations to improve engagement and performance.

With many success stories from the likes of LinkedIn, Delta Airlines, Starbucks, and Duolingo, marketing gamification is already a well-established practice, but many businesses are wary of jumping in without a guide - especially as there have been so many high-profile failures.

Written specifically for marketing professionals, Press Start explores the benefits and uses of gamification, and ties together motivational psychology and case studies with popular game mechanics and design principles. More importantly, the book will provide readers with a step-by-step guide for successfully designing their own marketing gamification solutions.
  • Englisch
  • London
  • |
  • Großbritannien
  • 7,14 MB
978-1-4729-7048-0 (9781472970480)
weitere Ausgaben werden ermittelt
Daniel Griffin is the head of marketing for Support Revolution (an Oracle/SAP support company). He is a professional marketer with over a decade of experience working for international businesses such as Amazon, Hult International Business School and global BPO research firm NelsonHall.
  • Intro
  • Title Page
  • Copyright Page
  • Contents
  • Introduction
  • Why read this book?
  • Why listen to us?
  • Who is this book for?
  • Lastly, three quick caveats
  • Section 1: Theory
  • Chapter 1: What is gamification?
  • Asking the experts: 'What is gamification?'
  • Before we begin: What is a game?
  • Warning: When a game isn't a game
  • What are game elements?
  • What is game design?
  • What are non-game contexts?
  • What isn't gamification?
  • Finally, what is gamification then?
  • Summary: Chapter 1
  • Chapter 2: The rise of games
  • The dawn of games
  • The changing landscape of games and gamers
  • Summary: Chapter 2
  • Chapter 3: The power behind games
  • Control, structure and escapism
  • Knowledge as an immersive hook
  • Community and self-empowerment for your customers
  • Communities and communal narratives for your brand
  • Summary: Chapter 3
  • Chapter 4: The biology of motivation
  • Are you smarter than a rat?
  • Are you smarter than a dog?
  • Are you smarter than yesterday?
  • We're all obsessive, in some form
  • You versus the wizard
  • Dopamine and gamification
  • Summary: Chapter 4
  • Chapter 5: The evolution of human needs
  • Understanding our basic motivators
  • Physiological needs
  • Safety and shelter
  • Intimacy
  • We are still animals at heart
  • Greater than their sum: Community motivators
  • Give and take: Socio-economic motivators
  • Expectancy theory
  • The endowment effect
  • The missing piece
  • Summary: Chapter 5
  • Chapter 6: Motivation in a developed world
  • Motivation and Maslow's hierarchy of needs
  • Making self-actualisation less 'fluffy'
  • Connecting drives, habits and rewards
  • Linking to marketing-gamification
  • Summary: Chapter 6
  • Section 2: Tools
  • Chapter 7: Building your tower - The staircase of Purpose
  • What is purpose in gamification? How does it motivate?
  • One step at a time
  • When purpose succeeds
  • Purpose game mechanics
  • Where can purpose fail?
  • Summary: Chapter 7
  • Chapter 8: Building your tower - The gateways of Mastery
  • What is mastery in relation to gamification?
  • Mastery game mechanics
  • Where can mastery fail?
  • Summary: Chapter 8
  • Chapter 9: Building your tower - The passages of Autonomy
  • What is autonomy and how does it motivate?
  • Autonomy and gamification
  • Autonomy game mechanics
  • Where can autonomy fail?
  • Balancing the use of autonomy
  • Summary: Chapter 9
  • Chapter 10: Building your tower - The mirrors and windows of Esteem
  • What is esteem in relation to gamification?
  • Calculating the value of esteem
  • Esteem game mechanics
  • Where can esteem fail?
  • Summary: Chapter 10
  • Chapter 11: Building your tower - The chambers of Belonging
  • What is belonging in relation to gamification?
  • Wanted: Someone just like me
  • Three phases to belonging: seeking, building, comparing
  • Belonging game mechanics
  • Where can belonging fail?
  • Summary: Chapter 11
  • Chapter 12: Building your tower - The parapets of safety and physiological needs
  • Value versus risk: the double-edged sword of safety in gamification
  • Perceived value
  • Randomness and transparency
  • Abundance and scarcity of choice
  • Safety & needs game mechanics
  • Where can safety & needs fail?
  • Summary: Chapter 12
  • Section 3: Actions
  • The Thunder Gym - a gamification tower example
  • Jumping in
  • Chapter 13: Who are you?
  • The company
  • Where do you fit?
  • How do others see you?
  • Summary: Chapter 13
  • Chapter 14: Who are your players?
  • The power of stereotypes
  • Crafting customer personas
  • Refining the personas further
  • Applying the gamer spectrum
  • What kind of players are your customers?
  • Summary: Chapter 14
  • Chapter 15: What problems are you trying to solve?
  • Identify your stakeholders
  • What are the business goals?
  • What are your marketing goals?
  • Connecting to your customers' goals
  • Summary: Chapter 15
  • Chapter 16: Building your ideal tower
  • The discovery floor
  • The onboarding floor
  • The scaffolding floor
  • The adept floor
  • At the apex of the tower
  • Summary: Chapter 16
  • Chapter 17: Pitfalls to avoid in building your tower
  • Dangers during planning
  • Dangers during execution
  • Summary: Chapter 17
  • Chapter 18: Measuring your gamification tower
  • The big hurdle to measuring gamification - attribution
  • Is your game good for your business?
  • Is your game good for players?
  • Summary: Chapter 18
  • Conclusion
  • Game over? Or continuing the experience
  • Expansion or termination
  • 'Final' advice
  • Addendum
  • Notes
  • Bibliography - Further Reading and Resources
  • Index

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