Digital Marketing can best be described as using online channels, social media and mobile devices to get your promotions and message to the internet based audience. Every business needs to market products, services and offers in order to get the message to the consumers and other businesses that will engage with them. Marketing has taken many forms and been around for a long time.
Lots of people see the world of marketing as exposed by ACM hit television series, Mad Men. A classic quote from that show was;
"Make it simple, but significant.",
attributed to Don Draper aka Donald Francis
Marketing has expended its boundaries into the digital world and a whole new set of opportunities and pitfalls has resulted. The ability to understand and to utilise the vast array of digital properties and venues has become incredibly competitive and also expensive. So it is important to get the most out of the digital marketing budget. Just throwing money at a single channel without having a planned promotion may mean the costs are far greater than the returns.
Engaging your digital audience is essential if you want your digital promotions to succeed. Make it simple but significant!
Engagement using games has long been understood as a great learning tool. There have been 10,000's of pages written on the subject and I am sure that you remember learning games at school.
As early as kindergarten children are introduced to new subjects through games. It is a combination of engagement, opportunity, challenge, competition and reward that makes games work. There is a good article on this at Common Sense Media by Kathleen Costanza.
In recent years we have been hearing a lot about Gamification.
In Wikipedia it is described as:
The use of game thinking and game mechanics in non-game contexts to engage users in solving problems and increase users' self contributions.
Gamification can be applied to all types of areas where we want to get better user engagement. You can find a great case study about how Deloitte made learning a game in the Harvard Business Review.
In a recent report that was published in Europe it was found how promotions engage today’s consumers and how they can be used to best effect in marketing campaigns. It draws on the views of 2,000 consumers in the UK on what they look for in online retailer promotions, and compares what they say they respond to versus what they actually respond to.
Consumers expect and appreciate online promotions – interesting data points:
From a customer perspective, one of the benefits of shopping online is that you can research to your heart’s desire, whenever you want to and wherever you happen to be. Whatever you are looking for, the internet offers a broad array of choice and an easy way to find the best deal out there.
What this means for retailers is that customers are increasingly accustomed to expecting to find some kind of offer when shopping. This is to the point where many will typically only make a purchase when an offer or promotion is involved. Research found this is the case for as many as 50% of consumers. In fact, this number rises to 60% for anyone under the age of 45, with those aged 25 to 34 being the most likely age group to look for an offer.
So how can we engage more effectively with consumers using our digital marketing?
The answer might be "Gamification" or Smart Promotions from Rapid Campaign.
eCorner has partnered with Rapid Campaign to bring Smart Promotions to eCorner's customers. Rapid Campaign began in 2010 and are leaders in the use of gamification in digtal marketing. They focus on creating engaging digital marketing campaigns quickly and easily.
By enabling game theory and using it in your marketing you can get a greater engagement with consumers visiting your offers. This can be accomplished through competitions that challenge and reward the consumer and lead them to use the promotion that you offer. The promotion might be a unique coupon code or a special incentive as a prize. This approach has been referred to as Smart Promotions.
What we know is that games mean better engagement and faster adoption of offers and ideas.
There was a recent blog published on LemonStand that explored how Smart Promotions helped to improve conversion rates.
Do Promotions Really Increase Your eCommerce Conversion Rates? - by Rob Brooks (March 4th 2015).
His summary was simple.
Don’t think of promotions as a quick gimmick to garner attention around a specific product; they are so much more than that. Think of promotions as enticing and encouraging your customers all the way...
Smart Promotions are digital marketing offers that use a game to engage the audience. The game might vary depending on the type of promption for example a Digital Scratch Card promotion where the person receiving the promotion might win a prize or offer. But there are many others like Wheel of Fortune, Image Voting and Prize Draws to name a few.
Smart promotions are enabled on all types of devices and can be sent via email in a Newsletter or can be added to Facebook or as a mobile app. If you are running a website or an online store then you can embed Smart Promotions in to a page in the website.
Embeding Smart Promotions is done simply using an iFrame. This is a small snippet of code that is put into the HTML code in the page where you want the Smart Promotion to appear. You use the HTML edit mode in ePages to add the iFrame.
You can also add your Smart Promotions to your ePages Newsletter simply by embedding the iFrame in your newsletter code using HTML edit mode.
eCorner will be hosting a Webinar at GoTo Webinar on Tuesday 28th April at 4:00 PM (AEST).
Laura Laamanen, CMO of RapidCampaign, is an expert in the use of gamification and smart promotions. She will show how gamification and smart promotions drive sales by reducing drop-offs in your purchase funnel and convert your visitors to customers. She will discuss some of the finding from the UK survey of over 2,000 consumers.
RapidCampaign have quickly become the market leaders in the development and use of smart promotions for digital marketing.
In a multi-channel world with a huge online retail marketplace, consumers are totally spoiled for choice.
Your best chance of reaching them is by:
Using smart promotions and gamification in your marketing campaigns will result in better consumer engagement and higher conversion rates.
Are you ready to play - get started with our special offer valid until End of Financial Year 2015
Get a free coaching call to build highly impact promotions (value $399.00)
The special offer includes a one-to-one coaching call on smart promotion types, winning settings and best practices along with implementation support.