Archive by Passion Digital

Advantages of the Use of Gamification in Mobile Marketing

04Nov

Gamification certainly sounds like a lot of fun – after all, who doesn’t love a good game? However, we’re not talking about Tiddly Winks and Twister here. Gamification in a mobile marketing context is all about engaging with your customers in a unique and entertaining way so you can achieve specific business goals. 

In this blog post, we’re going to start by defining gamification, introducing a few examples and exploring the potential benefits of using it in your mobile marketing campaigns.

What is Gamification?

Gamification is the process of introducing elements of game playing, such as point scoring, rules of play and competition with others, into marketing or educational content to encourage customer engagement with a product or service.

Even when you’re playing board games with the family at Christmastime, you still feel compelled to win. That’s because, like it or not, people are hardwired to compete. The use of gamification in marketing content taps into those motivations that are inherent in humans to keep customers coming back for more.

When is gamification used?

Gamification is commonly used in educational content to motivate users and give them a sense of achievement as they learn. However, it is potentially even more powerful when it’s used as a tool to boost customer engagement and reward loyalty. 

When gamification is used successfully, people associate that sense of fun and achievement with your business, which can make them feel like they’re a part of your brand. They will want to replicate that feeling, so they will keep coming back for more. That creates a sense of loyalty that ultimately leads to a boost in revenue. 

Gamification examples

There are numerous examples of gamification being used very effectively. Integrating aspects of gamification into your mobile marketing campaigns can be a simple and inexpensive change to make, but the result can be dramatic.

The Nike+ Run Club is an app that’s designed to extend a customer’s experience with Nike beyond a visit to its website or stores. It gives users access to a range of gamified content, such the chance to participate in challenges and win badges and trophies. Not only does the continued use of the app improve brand loyalty, adverts found throughout the app also increase the likelihood of a repeat purchase.    

Starbucks runs one of the most successful gamified reward and loyalty programmes out there. Customers receive a gold star every time they pay for their coffee using the mobile app. Once they reach five gold stars, they are granted ‘green’ status, which entitles them to free refills. When customers reach the promised land of 30 gold stars, they receive – wait for it – a gold card! And from that point on, their lives are complete.

What are the Benefits of Using Gamification in Mobile Marketing Campaigns?

There are numerous benefits you can gain by introducing elements of gamification into your mobile marketing campaigns. Some examples include:

Boosting audience engagement with your brand

According to a study by Gigya, adding gamification elements to a website or app boosts commenting by 13%, social sharing by 22% and content discovery by a humongous 68%. 

Appealing to priority consumers

Gamification gives those who grew up in the digital age, namely Millennial and Generation Z consumers, exactly what they want: bite-sized, easily digestible, engaging and interactive pieces of visual content. That can help to give your brand an extra edge when marketing to these highly desirable consumers.

Influencing customer behaviour

The gamification of mobile marketing campaigns can influence customer behaviour in a fun and non-intrusive way. Many elements can be very subtle but still have a big impact on user actions and purchasing decisions.

Capturing powerful customer data

One of the greatest benefits of gamification is the ability to capture customer data and generate useful insights about your target audience and the performance of your digital marketing campaigns and ads. You can monitor customer behaviour, collect contact details, access performance metrics and more.  

A Powerful Weapon in Your Mobile Marketing Arsenal

Gamification is a simple but underused tool that can help you create memorable experiences that keep customers coming back for more. It works particularly well when it has a social element to it, which is why mobile is the perfect platform. Consider making your business that much more fun but integrating this marketing concept into your mobile campaigns!

Injecting the Fun into Digital Marketing

At Passion Digital, our web design team can create elements that take your mobile marketing campaigns to the next level of engagement. There’s also plenty of gamification going on at Passion Digital HQ, making it a rewarding and lively place to work – and, we’re hiring now, so make sure to take a look at our current vacancies.

What We Learnt at Boost with Facebook’s ‘Holiday Bootcamp’ Event 2019

24Oct

I’m Carolina Abaunza Moreno and as part of my role within the Marketing and PR Team at Passion Digital, attending training and networking events is one of the things I look forward to the most.

I was excited to attend Boost with Facebook’s ‘Holiday Bootcamp’ this month. It offered the opportunity to delve deeper into the unending advantages and potential that Facebook and Instagram have as social media platforms in terms of business performance, and I was particularly looking for some advice on how to further improve our internal strategy.

Creating new and innovative ideas to build and improve your business’s brand   awareness is not always an easy task. There are a few key factors that make a real difference to your online presence:

  • Creativity and knowledge
  • Keeping up to date with industry trends
  • Being aware of how to make an impact and catch the attention of audiences, especially using your social media platforms

With our agency expanding, having an internal, structured strategy that includes guidelines on how to communicate online with our audience has been essential for our social media planning. At the same time, being proactive and participative in industry/networking events has provided us with vital insights for continuing to build our internal strategy.

At the ‘Holiday Bootcamp’ event, hosted by Boost with Facebook, knowledgeable speakers took the attendees through vital points on how to use Facebook and Instagram as quality content platforms with minimal investment. The focus was on the holiday season but the theory can be applied to any business that is looking how to boost its online presence while adjusting to internal budget constrictions.

Read on for the event’s key takeaways.

Facebook: Ways to Engage with Your Current Customers and Attract New Ones

Even with the appearance of other social media platforms in the recent years, Facebook is still the most popular platform globally. According to The London School of Economics and Science there are approximately 42 million UK Facebook users, which is very appealing for businesses trying to build and grow their audiences through the platform.

In order to take advantage of all the platform’s benefits and advantages, here are some key points that businesses need to keep in mind before starting to use the platform for their commercial activities.

Prepare your Facebook business page

This will allow people to find your business. Let them know who you are, what you do, what you have to offer and how to interact with you. Having an updated profile picture, adequate template and call to action button can make a huge difference.

Build your audience

In order to boost your online presence further, don’t take for granted the things you have in front of you; they could be your most valuable factors. Take advantage of your current relationship with customers and integrate your social content with your other digital marketing strategies, such as organic and paid marketing and cross-channel promotion, to improve the performance of your page.

Use of Facebook’s tools: Stories

This might be one underrated way to connect with audiences but it’s actually very useful and effective for sharing pictures, videos and posts that will be only visible and available for 24 hours.

Some best practices recommendations for creating engaging stories are:

  • Capture people’s attention by using bright and contrasting colours, stand-out captions and backgrounds
  • Use text in order to improve the experience for those who watch videos without sound
  • Share reactive, short and fun content, not forgetting to use different elements such as stickers, emojis and more
  • Keep content relevant for your audience, know what they engage with and push those kinds of post the most

Instagram – How to Build Your Business

It is known in the digital world that Instagram is the second most popular and influential of social media platforms. In the UK alone statistics estimate 24 million Instagram users. This user percentage represents a huge opportunity for brands to expand their reach.

Creating your Business Account

  • Connect your account with other social media platforms such as Facebook
  • Fill in your business information and contact details so that your customers can communicate with you
  • Create an impactful handle and profile picture so that your customers will recognise your brand easily
  • Include a call to action to invite friends and different audiences to reach and connect with you

Use the Power of Instagram Stories

Instagram stories are a powerful tool to connect with your audience. With 500 million people using stories every day, the tool has proven to fit business goals and objectives.

  • Be creative while pushing content out there: by using the Search and Explore option, you can benchmark what other brands and business within your industry are doing and find inspiration for your posts.
  • Make sure to always focus on your audience: create content that is suitable and relevant for them. Interact with them to find out areas of interest.
  • Be consistent: creating content regularly allows your audience to build faster and longer-term relationships with you. Give them something back with every post; this could be a call to action, encouraging them to do something specific, etc.
  • Let them discover you: by using the hashtags, tags, location and share functions audiences can find and interact with your brand more easily while also allowing you to build your online community.

Let’s Talk about Metrics

Businesses would not be able to measure the success of their approaches, strategies or social media planning without numbers that support their performance.

For both platforms there are specific metrics to keep an eye on:

Facebook

  • Activity metrics: See Followers for how many people follow and are aware of your page, Likes to measure how many likes you get on a daily basis and Actions to see how many call to actions have worked on your site.
  • Discovery metrics: See Reach of both Organic and Paid posts/ads and Page Views to keep track of how many times your page has been viewed.
  • Post and audience insights: See Post for relevant information of people who have connected with your brand and Audience for which posts have generate more reach.

Instagram

  • Content Metrics: Analyse how your posts are performing by filtering them by content type, date range and type of metric.
  • Activity Metrics: This one includes profile visits, website clicks, clicks for directions to your physical premises, etc.
  • Discovery Metrics: Understand your reach and impressions on each post.
  • Audience Metrics: This one includes the analysis of cities, countries, age range and gender of your followers, allowing you to understand their background and potential needs.

Social platforms are an incredible way to improve your business performance by reaching a larger audience and engaging with them, showing your true business self and offering the best possible service.

So many more opportunities are out there waiting to be taken, including networking, training, industry and social events. I encourage every business with an interest in its internal strategy to attend and immerse in everything that the digital world has to offer.

At Passion Digital we believe that having an internal Social Media Marketing Strategy is vital for our online presence and performance. It has allowed us to thrive through the years, as we have been able to structure and measure our objectives and goals. We believe it would help your business too!

How to Pursue a Career in Digital Marketing: Managerial Point of View

16Sep

Starting a career in any area is a big step. The idea of building your career by following your interests and things that you’re good at is an exciting prospect that will affect your life beyond just the professional.

Over the course of our careers, all of us face different challenges and opportunities to grow both personally and professionally. From Junior Executives to Managers, there are always new hard and soft skills to build, and within the digital marketing sector this is no different. The digital world offers endless opportunities across all areas of expertise for individuals to develop their skills and build knowledge.

Whether you want to start working as a freelancer or in a recognised digital agency, there are a few questions to ask yourself before entering the digital marketing sector:

  • How do you know if you’re ready to get into it?
  • What basic knowledge do you need to have?
  • What should you expect from it?

Here, you can find some real-life scenarios and professional advice from people working at Passion Digital!

Acknowledge Your Current Skills and Abilities

Doing a self-analysis is probably the first step to take when starting a career in digital. As trends and technologies are changing at a fast pace, knowing your strengths and maximising their impact within your area of performance is vital. Understanding analytics and the terminology of the industry regardless of your area of expertise will give you an invaluable competitive advantage.

Evaluate your own performance in your past jobs and take note of the areas you need to improve in order to reach your desired skills and ability level.

Draft Out Your Career Opportunities

Mapping out your potential professional journey is another important step when pursuing your digital career. Having your professional and personal goals and objectives well defined will help you make decisions that will lead to your desired outcomes. There are so many avenues to go down in digital that there is bound to be something that matches your skills and interests best, and having your options mapped out in advance will lead you to make more proactive choices.

Knowing the must-have digital marketing tools, practices and processes within the sector will allow you to make the most of your opportunities.

Show Yourself to Your Audience – Build an Online Presence

This might be one of the trickiest points. We might be good at pitching and implementing marketing activities for clients, but when it comes to producing content for ourselves, the mental boundary can be much higher. Building your own, personal brand and having and a place to reach, meet and compliment others’ ideas will put you on the right track to building credibility and staying up-to-date with industry developments. From creating your own LinkedIn account, raising your voice within your personal social media platforms or having your own website, you will expand your opportunities to reach others and make a difference within your area of expertise.

Upgrade Your Professional Status – Certifications and Experience

Being ahead and up to date with the latest trends might not be enough in these ever-changing times. We are facing a fast-growing level of competition within the industry and we need to be ready for it. Attending training courses, getting certifications and having a wide understanding of the different areas of expertise within the Digital Marketing sector will help you to stay on top of the job market.

Seek for Networking Opportunities

Another critical, yet sometimes underrated opportunity for professional growth is being part of a network. Being able to talk about yourself, your areas of interest and the role you play within your company will hugely improve the quality of your connections and your credibility as a professional. Networking offers endless opportunities personal and professional advancement within your sector. Continue to get out of your comfort zone and get yourself out there!

Advice and Tips from PD Staff

At Passion Digital, we work with talented, experienced and ambitious professionals. These are the main tips and takeaways that they would like to leave you:

  • Sharpen your technical skills
  • Hard work and ambition can take you anywhere
  • Learn and train your knowledge as much as you can
  • Be aware of your potential and always look for opportunities to tackle new challenges

If you are interested in building your professional skills in order to climb the career ladder, our Digital Kitchen training courses cover everything from CRO to PPC and from SEO to Social Media. Sign up to expand your digital marketing knowledge.

Transformation Training and How it can Build your Business

11Sep

Digital transformation has been one of the business buzzwords of the last few years. Although we don’t have an awful lot of time for buzzwords, we do understand the strategic importance of the transformation process for businesses of every size.

Very simply, digital transformation is the process of adapting existing business practices to new digital methods. By integrating digital technology into all areas of your business, you will be able to operate more efficiently, solve problems more quickly and provide more value for your customers.

Well, that’s how it should work. Many businesses have tried to implement new technologies, such as big data, cloud computing, machine learning and artificial intelligence, only to realise they don’t have the prerequisite skills in-house to deliver digital transformation successfully or to realise the many benefits.

That’s where digital transformation training can help.

The Importance of Digital Transformation Training

The return on investment a business can generate from transformation technologies depends on the digital literacy of its employees and their ability to adapt to new situations effectively. However, as many employers will recognise, in today’s ultra-competitive job market, those skills are increasingly difficult to find.

In a large organisation, it’s unrealistic to overhaul your workforce with more digitally adept hires. Not only is that due to the expense of the recruitment and onboarding process, but also the dearth of digital skills that are currently available. Accenture has predicted the digital skills gap could cost the UK £141 billion in GDP growth over the next ten years, which highlights the struggle many employers now face.

Rather than looking for new hires, the most viable and cost-effective solution is to create a culture of continuous learning. As part of your digital transformation strategy, you should include an investment in transformation training that will increase the digital literacy of your existing workforce. That will give them the skills they need to succeed in today’s digital world and help your business create a competitive advantage.

What is Digital Transformation Training?

Although your workers may know what digital transformation is, they require much more than just a general understanding of the process to turn that theory into practice. Those at every level of the organisation, from business leaders to general workers, require training that’s tailored to their specific needs and job role to build the right skill sets.

Transformation training for business leaders

Those at the top of the organisational chain must understand the wider context for your digital transformation efforts and learn how they can make digital transformation a continuous process over the longer term.

Transformation training for tech leaders

Your tech team must have an in-depth knowledge and understanding of the technologies that can drive the transformation process. Big data, cloud computing, data science, artificial intelligence and the Internet of Things (IoT) are just a few of the technologies you can implement to take your business to the next level. Tech leaders must also consider the security implications these new technologies will create and be able to put the necessary policies in place.

Transformation training for ground-level employees

For the transformation process to be successful, you must give ground-level employees the skills they need to use new technology and implement strategies to shift the mindset of every individual. Training that increases the digital literacy of every worker and teaches them how to work in a more productive and collaborative way is key.

The Benefits of Digital Transformation Training

Research in the US has found that 89 percent of organisations say their industry is either being disrupted by digital technology or that disruption is only a matter of time, with 70 percent believing they don’t have the necessary skills or operating models to adapt. The result is that the majority of organisations expect to fail within four years if their digital transformation attempts are not successful.

However, the good news for British businesses is that it’s not too late. Digital transformation training can help businesses in every industry realise a diverse range of benefits that will keep them ahead of the pack.

1. Increase agility and innovation

In today’s rapidly developing digital landscape, organisations that rest on their laurels will be left behind. There will always be new competition, new tools and new trends, and even businesses that are currently on top must be ready to adapt and innovate. Digital transformation training can enable remote working and provide access to technology and services on-demand to put your business in a position to innovate and capitalise on new opportunities.

2. Make employees more effective

Digital transformation training is designed to make employees more effective in their primary roles. Those in core business functions such as HR and finance can move away from time-consuming and inefficient manual processes and focus on wider business opportunities.

3. Improve security

One of the biggest headaches for today’s businesses is how to embrace new technologies and place more data at the edge of their networks while maintaining the highest levels of security. Digital transformation training can ensure businesses implement a security strategy that provides enforcement around access and data compliance to shield themselves from attacks.

4. Create a competitive advantage

Those organisations that are brave enough to be the first to implement new technology and working methods could gain a competitive advantage. Digital transformation training can help you deliver your products and services more quickly, reduce your costs and improve your customer service.

It’s Your Time to Thrive

In this age of perpetual change, businesses that fully embrace digital transformation set themselves up to thrive. At Digital Kitchen, we hold transformation training courses to help your business and workforce embrace digital change and come out on top. Get in touch to find out more and to book your place on our next course.

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