Game Dynamic Marketing is a relatively new concept, even to its users. With the rise of Facebook places late last year we saw a mainstreaming of the geo-tagging technology that makes this type of game dynamic marketing possible. For those who are yet to discover Foursquare, in short, it allows you to ‘check-in’ to local venues, shops or restaurants. These check-in’s are tallied and points are distributed for different circumstances which accompany the check-in.
People compete for ‘Mayorships’ (most check-ins in a 30 day period) and ‘Badges’ which, with some venues carry significant benefits. My local cafe for example gives me a 50% discount on all major menu items because I’m the mayor.
For local businesses, this presents a loyalty program with benefits second to none. It is an integrated, streamlined and hassle free way to reward your most loyal of local customers and to keep tabs on what people think of your products and services as they post reviews and tips online. The technology comes with a full suite of analytics so you have unprecedented insight into how people are interacting with your business.
The game dynamic market
These technologies are in their infancy, many of them like Foursquare are only beginning to take advantage of the true possibilities of game dynamics integrated in marketing. Soon companies will be able to create their own tasks (challenges if you like) which will require customers to perform certain tasks or meet certain conditions to earn points. These points can then be traded for rewards at local businesses such as yours. Not only does this give you the power to view what exactly your customers are doing, it actually allows you to passively control how your customers interact with your business, and they will have fun whilst doing it.
This is the new emerging marketplace
Foursquare’s growth of 3400% in the last year is a strong indicator of just how fast this social trend is growing. In Australia, I have seen very few businesses actually fully embrace it. Of all the venues I have visited in 2010, many have negative tips and Foursquare has guided my buying decisions on more than one occasion. A negative tip on Foursquare can often mean that specific demographic is turned off your business for quite some time, and this vital feedback has usually gone unnoticed by the venues management.
So with the huge emerging marketplace, the opportunities and the potential downsides of ignoring it, its a wonder more Australian businesses aren’t switched on to the game dynamic marketing scene.
Loading...