Traditional models of marketing to your customers are dead. Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Instead, potential customers are now interacting with each other, leveraging consumer-focused social platforms to bypass sanitized corporate messages devoid of meaning or value. The implication of this “dis-engagement” is significant - without engagement, the influence of brands will continue to decline. Even in new areas such as social media, Constellation research shows that 22% of early adopters now face social fatigue.
As a result of this trend, organizations around the world are looking for new and better ways engage with their customers, and it's easy to see why. Engaged customers are three times more likely to recommend or advocate a product or service to a friend, and improved engagement creates business value and strategic differentiation.
New technologies are enabling marketing organizations to make a shift from transactions to engagement. These new approaches apply disruptive consumer technologies to customer marketing, creating new methods of furthering relationships, crafting longer-term engagement, and creating transformational business models. Gamification in particular is playing a key role in driving customer incentive and loyalty for brands in the consumer world. Constellation believes that by 2013, more than 50 percent of all social business initiatives will include an enterprise gamification component.
This webinar lays out a case for the digital transformation that marketing organizations are going through, and provides a set of case studies showing how gamification is being adopted by leading brands to drive deeper customer engagement in areas such as:
- Audience engagement
- Customer loyalty
- Customer community engagement