Growth Marketing Manager
Brand engagement has evolved into a pivotal factor for business success. Deloitte Insights highlighted that businesses that personalize customer experiences see a 10-20% increase in revenue.
Understanding and responding to customer needs in real time has become the cornerstone of effective engagement strategies. Learn more about first-party and zero-party data – the dynamic duo empowering businesses to forge meaningful connections with their audience like never before.
Understanding First-Party and Zero-Party Data
First-Party Data:
Though not a novel topic, first-party data continues to present a substantial challenge for organizations worldwide. The upcoming phase-out of third-party cookies is expected to surprise many brands. Browsers are already introducing diverse ad and cookie-blocking measures, and Google Chrome is slated to default to blocking third-party cookies by 2024. This transition emphasizes the necessity for brands to reevaluate and strengthen their approaches to first-party data.
First-Party data is gold mined and comes directly from your customers – their interactions, behaviours, and preferences gathered from your owned channels. It includes website analytics, purchase history, social media engagement, and more. It’s reliable, accurate, and offers a deeper understanding of your audience.
First-Party data utilization example (Electronics E-commerce):
An online electronics retailer collects first-party data through various touchpoints, including website interactions, purchase history, and customer preferences.
Upon analyzing the browsing behaviour on their website, the retailer notices that a significant number of customers are exploring high-end smartphones but frequently abandoning their carts during checkout. Leveraging this insight, they implement a personalized pop-up survey during checkout, asking customers about their specific concerns or reasons for not completing the purchase.
Zero-Party Data:
Unlike traditional data types, zero-party data is willingly shared by customers. It’s the explicit information they provide, such as surveys, preference centers, feedback forms, or any data shared with consent. This data is incredibly valuable as it offers direct insights into customer preferences and intentions.
Zero-Party data utilization example (Electronics E-commerce):
An electronics retailer initiates a zero-party data collection strategy by offering customers the option to participate in a “Preference Center.” Here, customers willingly provide information about their favourite electronics brands, preferred features in a smartphone, and their intended use (e.g., gaming, photography, business).
Using the insights gained from the Preference Center, the retailer tailors their email marketing campaigns, sending targeted recommendations based on customers’ stated preferences. For instance, a customer interested in gaming receives personalized emails featuring the latest gaming smartphones or accessories. This personalized approach, driven by zero-party data, significantly boosts click-through rates and conversions.
These examples underline how an electronics e-commerce retailer can effectively utilize both first-party and zero-party data to refine their strategies, improve conversions, and create more engaging, personalized experiences for their customers.
The role of data in real-time responsiveness
Tailoring personalized experiences:
First-party and zero-party data combined enable businesses to create hyper-personalized experiences. By understanding customer preferences and behaviors in real time, companies can tailor their offerings, communications, and interactions to suit individual needs.
Forrester Consulting’s study revealed that 79% of consumers are willing to share relevant information about themselves in exchange for contextualized engagement, and 73% prefer to do business with brands that use personal information to make their shopping experiences more relevant.
Swift responsiveness:
Having access to real-time data allows businesses to respond promptly to changing customer preferences. Whether it’s adapting marketing strategies, refining product offerings, or customizing services, this agility is a game-changer in today’s fast-paced market.
Tips for effective utilization of data for personalized engagement
Optimize your website and digital touchpoints to collect first-party data seamlessly. Implement preference centers, surveys, and interactive content (gamification marketing) to encourage the sharing of zero-party data willingly.
Utilize powerful analytics tools to derive actionable insights from the collected data. This could involve customer segmentation, predictive analysis, or behavior-based targeting to personalize engagement strategies.
Respect customer privacy and preferences. Clearly communicate how their data will be used and seek consent for data collection. Establishing trust is key to acquiring valuable zero-party data.
Regularly analyze and iterate your engagement strategies based on the insights gleaned from the data. Agility and adaptability are crucial in staying ahead in a rapidly changing market.
As marketers, it’s crucial to reconsider our strategies, shifting from presumptions about behaviors to actively requesting specific data. Instead of relying solely on broad demographics, prioritize comprehending user motivations. The path ahead involves seeking explicit information that enriches user experiences, nurturing stronger bonds between brands and consumers.
By following these actionable tips and embracing data-driven strategies, brands can elevate their engagement game, creating experiences that resonate deeply with their audience and ultimately driving long-term success.
*Remember, the key lies in the ethical collection and smart utilization of data to enhance customer experiences and build lasting relationships.*
For more insights on optimizing brand engagement through data-driven strategies, stay tuned to our blog for upcoming articles!
Explore the strategy of interactive marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
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Growth Marketing Manager
Generation Z has emerged as a cohort with distinctive characteristics and expectations. Born between the mid-1990s and early 2010s, Gen Z is a generation raised in a digital era, characterized by technological immersion and instant connectivity. They bring a unique set of values, behaviours, and expectations that businesses must understand and adapt to in order to thrive in today’s market.
One of the key factors influencing Gen Z’s purchasing decisions and brand loyalty is brand engagement. Let’s dive into some statistics and sources to understand these expectations better:
Gen Z’s insistence on authenticity and transparency in brand communications underscores a fundamental shift in consumer expectations. Cohn & Wolfe survey, revealing that a staggering 87% of Gen Z individuals place high value on brands that embody authenticity in their messaging, marks a pivotal moment in marketing dynamics. This generation, raised in an era of information overload and heightened scepticism, gravitates towards brands that exude genuine, transparent identities. The survey shows that 86% of people see authenticity as crucial for their brand loyalty. It highlights the strong connection between trust and genuine brand portrayal.
For Gen Z, it’s not just about the product; it’s about the ethos, the values, and the credibility that a brand presents to the world. Brands that can bridge the gap between marketing rhetoric and genuine values are poised to win over this discerning cohort. Gen Z seeks brands that don’t merely tout their virtues but embody them authentically, creating an emotional resonance that goes beyond transactional exchanges.
A Forbes report highlights that 97% of Gen Zers own a smartphone and spend an average of 4 hours per day on their devices. Moreover, 83% Gen Z believes social media has made them more aware of global issues, indicating the platform’s influence on their worldview.
Research conducted by DoSomething Strategic discovered that 76% of Gen Z individuals have actively purchased products to support causes championed by brands. Furthermore, Accenture’s insights reveal that 62% of Gen Z express a desire for brands to take a clear stance on societal issues.
Edelman’s comprehensive “New Cascade of Influence” study, presented at the Cannes Lions Festival of Creativity, surveyed 14,000 respondents across 14 countries, with a significant focus on Gen Z. The study highlights that the call for tangible action from brands doesn’t just define this generation but resonates beyond their demographic boundaries.
A Salesforce’s study, indicates that 84% of Gen Z individuals prioritize the overall experience a company offers on par with the quality of its products or services, underscores the significance of tailored interactions. For this digitally native generation, it’s not just about the transaction; it’s about the journey, the seamless encounter with a brand that aligns with their preferences and values. Furthermore, the expectation for brands to preemptively understand their needs, as highlighted by the 69% who desire relevant suggestions even before initiating contact, signifies a demand for proactive and personalized engagement. This demonstrates an evolving consumer mindset seeking a deeper level of understanding and connection from brands they engage with.
Gen Z’s emphasis on personalized experiences reflects a desire for brands to go beyond one-size-fits-all approaches. They crave individualized interactions that cater to their specific needs and preferences. This expectation for brands to anticipate their requirements not only simplifies the consumer journey but also implies a higher level of brand understanding and adaptability. Brands that leverage data and technology to deliver tailored experiences, offering relevant suggestions and solutions before consumers even voice their needs, stand poised to forge stronger connections and cement long-term loyalty with this discerning demographic. The evolution from generic marketing to personalized engagement marks a crucial paradigm shift, where understanding and catering to the individual become paramount in brand-consumer relationships.
The rise of user-generated content (UGC) and co-creation strategies has significantly altered the landscape of brand-consumer interactions.UGC not only reflects real experiences but also resonates strongly with audiences seeking authenticity. Gen Z, in particular, values this authenticity, as highlighted by Adweek’s statistic indicating that 64% of this demographic appreciates brands that actively involve them in marketing campaigns. This inclination toward participation underscores a desire for meaningful engagement rather than passive consumption, showcasing the importance of co-creation in shaping brand narratives.
The symbiotic relationship between brands and consumers, facilitated by user-generated content and co-creation initiatives, is pivotal in today’s marketing landscape. Consumers actively contribute to and shape brand stories. By embracing UGC and co-creation, brands can tap into the creativity and insights of their audience, fostering a sense of ownership and community. This collaborative approach not only enhances brand authenticity but also strengthens brand loyalty, as consumers feel valued and recognized as integral contributors to the brand’s identity and evolution.
McKinsey highlights that 62% of Gen Z prefer to buy from sustainable brands. Additionally, 72% are willing to pay more for products and services from companies committed to positive social and environmental impact.
In conclusion, these statistics illustrate the critical importance of understanding and meeting Gen Z’s expectations for brand engagement. By embracing authenticity, leveraging digital platforms, supporting social causes, personalizing experiences, encouraging co-creation, and staying innovative, brands can effectively engage this tech-savvy and socially conscious generation, fostering loyalty and long-term relationships.
Understanding and adapting to the unique preferences of Generation Z isn’t just a strategy for success—it’s a necessity in today’s personalized and competitive market.
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Growth Marketing Manager
Optimizing engagement throughout the buyer journey isn’t a walk in the park. Marketers grapple with challenges at every turn, from identifying the right tools to fostering consistent engagement across diverse consumer touchpoints.
But…first things first—why is engagement pivotal at every stage of the buyer journey? Picture this: a potential customer interacts with your brand for the first time. This initial encounter sets the stage for a relationship. As they progress through the journey, engagement acts as the guiding force—informing, persuading, and solidifying their connection with your brand. Whether it’s the awareness phase, consideration stage, or conversion moment, meaningful engagement fosters trust, loyalty, and ultimately, conversions.
Despite recognizing the significance of engagement, marketers often find themselves dissatisfied with the available tools and platforms. Fragmented systems, lack of comprehensive analytics, and the struggle to personalize interactions haunt marketers’ efforts. The one-size-fits-all approach doesn’t cut it in today’s highly personalized consumer landscape.
But fear not! Solutions exist to overcome these barriers and optimize engagement at each buyer journey stage. These are some:
Investing in an integrated CRM system (like HubSpot or SalesForce) empowers marketers to streamline data, enabling a unified view of customer interactions across multiple touchpoints.
A company employing a CRM system observes a trend where a specific customer consistently buys a particular product. Leveraging this insight, the CRM system can proactively dispatch targeted promotions or tailor-made recommendations for similar products to this customer. This strategic approach aims to entice repeat purchases, fostering a stronger bond with the customer and heightening the prospects of cultivating long-term loyalty.
Harnessing the power of artificial intelligence allows for hyper-personalization. Implementing AI for personalization and enhancing brand engagement in a webshop involves several strategies:
User-generated content, like reviews, social media interactions, and feedback, gives us an inside look into what customers really think. This data helps us refine products, tailor marketing, and get a sense of customer sentiment and preferences.
Why is this kind of content so crucial online?
It’s incredibly helpful when someone’s considering a purchase. It’s not just what companies say—it’s what regular people share on social media, in emails, or when shopping online.
It’s like honesty on a whole new level. With tons of brands vying for attention, people are pickier about who they trust, especially Gen Z—they’re particular!
User-generated content holds immense power in different sectors. A survey found that 79% of people feel it significantly influences their buying decisions—a significant rise from 60% in 2017. In contrast, only 13% find brand-generated content impactful, and 8% give high importance to influencer content when making purchasing decisions.
It’s not just consumers who value authenticity—around 60% of marketers believe genuine and quality content is crucial. And when it comes to authenticity, nothing beats content from real customers.
A major tip: Don’t try to fake it! People can tell when something’s not genuine, and it can harm your brand’s reputation. Always ensure user-generated content comes from real customers, loyal fans, or your own team.
Think about how much weight people put on recommendations from others—that’s what user-generated content is like now. It’s like getting advice from a friend.
Here’s the kicker: People are 2.4 times more likely to believe user-generated content compared to brand-created content. So, focusing on this honest approach to social media and marketing is a smart move.
Use historical data to personalize email content, suggesting products or promotions based on a customer’s history, increasing the likelihood of engagement and conversions.
During Email Expo 23, we (Scratcher) interviewd Sophie Thybo Dalgaard, Email Marketing Lead at Matas, and asked for her tips on personalization, brand engagement and interactive formats. She shared some perspectives about how considering location and purchase history can power up emails campaign performance. She also talked about a new engagement model and its correlation with User Experience Customization Value (UECLV).
Matas launched a new engagement model for their loyal 1.8 million members to understand member engagement and push it to new heights. Why? Because they noticed an interesting correlation between member engagement and customization value. When customers’re more engaged, they see a rise in overall value.
They’ve crunched numbers and found that just moving 1.5% of their members to the next step of engagement could lead to a whopping 13 million gain in revenues.
If you want to learn more about email marketing strategies read this article.
In the e-commerce space, interactive campaigns are a useful tool to create an engaging customer journey and collect essential first-party data. For example, the activewear retailer EYDA, gamification marketing has provided a means to generate leads, strengthen brand awareness, and learn more about their customers’ preferences. With markets currently in Denmark and Norway, the e-commerce company is focused on sharing their message of inclusivity and high-quality products with their growing audience.
EYDA activated 15.000 unique visitors to interact with the website pop-up and social media ads. And, of those unique visitors, 12.000 participated in the “Fit for Every Body” quiz. This means that they had a conversion rate of 80%.
Over three months, EYDA’s Meta ads received close to one million impressions across Denmark and Norway, the main locales of the campaign, and channelled 10.000 interested visitors to the quiz. On their own website, the engaging pop-up channelled 5.600 visitors directly to the campaign page.
With around €40 spend per day, this means that EYDA’s CPL for this campaign was €0.30—Scratcher allowed the e-commerce retailer to acquire leads 35% cheaper than through their usual Meta ads! Read more about this brand business case here.
Creating a seamless omnichannel experience is essential, and POWER, the electronics giant in the Nordic countries, exemplifies this remarkably. They’ve introduced POWER TV LIVE, a monthly live shopping broadcast, integrating live streaming on their website and social media channels. During these broadcasts, they showcase various products and offer viewers a unique chance to engage through the Wheel of Fortune for prizes.
This innovative blend of physical and digital gamification is evident as viewers comment “I participate” in the livestream chat to enter a draw for an in-studio spin and simultaneously receive a link to digitally spin the wheel with Scratcher.
Their live streams attract substantial audiences, ranging from 30,000 to 140,000 viewers, with about 70% actively engaging through reactions, participation comments, and direct purchases. This high level of interest and interaction on social media significantly boosts POWER’s content within algorithms, expanding their organic reach to a wider audience.
Read more about POWER business case here.
In conclusion, optimizing brand engagement throughout the buyer journey must be seens as an opportunity. Marketers must shift gears from traditional, static approaches to dynamic, personalized strategies. Embracing integrated systems, AI-powered personalization, interactive content, and omnichannel communication is the key to unlocking unparalleled brand engagement and, ultimately, driving positive outcomes for the business.
Remember, the buyer journey isn’t a linear path—it’s a multifaceted experience. By prioritizing engagement at every twist and turn, brands can forge lasting connections, nurture loyalty, and stand out in a crowded marketplace.
Explore the strategy of interactive marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
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Easter is just around the corner and it’s time to make the most of these festive spring days! From lead generation to data enrichment, we’re sharing some sweet gamification inspiration that will help you reach your goals.
Growth Marketing Manager
In the world of digital marketing, where data reigns supreme! Picture this: the more you know about your audience, the sharper your marketing game becomes. CRM managers know well about this. It’s not just a hunch; it’s a trend backed by statistics. According to a recent survey by Klaviyo, 52% consumers value personalised recommendations, businesses that harness enriched data experience an increase in conversion rates. Now, let’s talk about how to upgrade your data game using a buzzworthy strategy – gamification marketing. In this blog post, we’ll break down the concept of data enrichment, explore its vital role, and show you real-world examples of how gamification marketing can turn your data into gold.
Data enrichment is the process of enhancing existing data with additional information, providing a more comprehensive and accurate picture of your target audience. This additional information could include demographic details, social media profiles, job titles, product preferences, and much more. The goal is to gain deeper insights into your customers, allowing for more personalised and effective marketing efforts. The most common way to collect data is using a form asking for name, email and adding some extra check boxes to enable more channels of communication, like newsletters.
1. Precision in targeting:
The success of any marketing campaign lies in its relevance to the audience. Enriched data allows you to segment your audience more precisely, ensuring that your message reaches the right people. This targeted approach increases the chances of conversion and customer satisfaction.
Tip: For instance, if you need to start from scratch, you can use this audience segmentation approach using Meta ads as an acquisition channel to collect data:
🎯Broad Audience Segmentation:
🎯Lookalike Audience Segmentation:
🎯Interest-based Segmentation:
This segmentation strategy example serves to increase quality traffic to the interactive site, where visitors have the opportunity to engage further with an interactive game or format.
2. Improved Personalization:
Personalised marketing is no longer a luxury but a necessity. Enriched data enables you to understand your customers’ preferences, behaviours, and interests. This, in turn, allows you to create highly personalised content and offers, fostering a stronger connection between your brand and your audience.
A fascinating trend emerges: consumers are eager to open their wallets for brands that strike a chord with them. Recent studies reveal a telling truth – consumers, particularly Gen Z, express a willingness to loosen their purse strings when offered personalised experiences. However, here’s the twist: while consumers crave these tailored interactions, there’s a disconnect between what they desire and how brands attempt to deliver it.
The crux lies in the desire for a personal touch during the purchasing journey without feeling like they’re under constant surveillance. It’s a delicate balance. Consumers want the warmth of a personal touch but recoil from the sensation of being tracked, particularly through the intrusive mechanisms like cookies.
Here’s the rub: brands, aiming for personalization, often rely heavily on tracking methods instead of fostering genuine conversations to achieve this sought-after level of connection. It’s an intriguing conundrum, where the aspirations of consumers clash with the strategies brands currently deploy to meet those aspirations.
Source: 2023 State of Customer Engagement Report, LivePerson.
3. Enhanced Customer Experience:
A comprehensive understanding of your customers empowers you to provide a seamless and enjoyable customer experience. From personalised recommendations to tailored communication, enriched data allows you to anticipate and meet customer needs, resulting in higher satisfaction and loyalty.
4. Optimised Marketing ROI:
90% of leading marketers say personalization significantly contributes to business profitability. Low client satisfaction leads to higher churn rates, risking low-loyalty and high-turnover environments.
Targeted and personalised campaigns driven by enriched data are more likely to yield positive results. By focusing your efforts on the most promising leads and tailoring your messaging, you can optimise your marketing return on investment (ROI) and allocate resources more efficiently.
Gamification involves incorporating game-like elements into non-game contexts to encourage engagement and participation. In marketing, gamification can be a powerful tool to incentivize users to provide additional information voluntarily, thereby enriching your existing data.
1. The Product Swipe
Similar to many popular dating apps, the Product Swipe presents participants with a number of images to swipe through and like their favourites. This game format is an excellent way to gather your participants’ preferences while familiarising them with your products. In this way, you will be able to send more targeted communications.
2. Interactive Quizzes and Surveys:
Quizzes and Surveys formats lets you mix various question and answer styles, giving rise to a wide range of unique experiences. Blend question types, such as text, images, and videos, with answer formats like predefined options, images, text input, and ratings. This combination allows you to craft anything from a straightforward educational quiz to a comprehensive employee survey. Offer participants a chance to win prizes or discounts upon completion. As users engage with the content, you gather valuable information about their preferences and interests.
3. The Product Choose:
Engage your participants by presenting them with a series of options and have them pick their favourites among them. The Product Choose interactive format is an excellent way to promote (new) products, as well as get your participants’ preferences on products, while familiarising them with your offers.
4. The Personality Test:
You can ask participants a set of questions and then display the corresponding profile or product solution based on the given answers. Use conditional branching to adapt your personality test questions according to participants’ preferences and use this as a product selector to present customised offers.
Zapp, the electric charger company, provides a prime example of using the personality test format for product recommendations. Their campaign resulted in 834 new leads and a remarkable 10% lead-to-sales conversion within a span of just two months. According to Janus Broch Mols, co-founder & CMO at Zapp, the decision-making process for choosing the right charger, installation, and compatibility with a vehicle involves numerous considerations for potential customers.
Zapp’s goal revolves around alleviating uncertainty along this journey, and they employ gamification as a solution. Mols mentions, “I thought gamification would be a great way to offer potential customers value through a test, ensuring their confidence in choosing a charger while allowing us to gather leads.”
Implementing a pop-up on their website’s main page and activating ads across social media, Zapp designed an intuitive quiz to assist visitors in discovering their ideal charging box. This quiz presented a series of questions related to charger installation, the customer’s car type, and their typical driving distance. Upon completion, participants received Zapp’s top charger recommendation along with a comprehensive list of features, benefits, and pricing options. Read full business case here.
Gamification marketing adds a fun and interactive layer to the data enrichment process. By leveraging game-like elements, businesses can encourage users to willingly share more information, leading to a richer and more accurate understanding of their audience. As you embark on your data enrichment journey, consider incorporating gamification strategies to not only enhance your data but also to create memorable and engaging experiences for your customers. The importance of data enrichment cannot be overstated, as it serves as the foundation for precision, personalization, customer satisfaction, and optimised marketing ROI in the dynamic world of digital marketing.
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Discover the secrets to transforming your campaigns into interactive and rewarding experiences. This insightful piece was originally crafted by Mie Oline Erichsen and has been thoughtfully translated into English for your reading pleasure. Ready to level up your email game? Find out how below!
Gamification marketing is a concept that has been around since the 2000s and has since then been a big part of many companies’ strategy. In 2010, gamification really became popular among retailers, where more companies began to use game elements to retain and reward their customers. It’s a concept that encompasses how you can use a variety of software to drive higher engagement using ‘game elements’ such as wheel of fortune, quizzes and more.
And now you’re probably thinking, “What do I need it for?”
Gamification is an interactive way to get your contacts to interact with your brand and can improve the way you approach lead generation. Although gamification itself cannot be directly implemented in an email (you can therefore shoot a white arrow to get a one-armed bandit into your mail), you can still inform your game and from there direct your recipients to a landing page where your game is hosted. For example, you can upload a preview of the game as a video GIF, insert a picture of the game with a play button or create an eye-catching graphic that your recipients will want to click on. You can use gamification to make your emails more engaging for your recipients to interact with. If you succeed with gamification, you will experience how it can contribute to increased engagement and the chance to convert subscribers into active customers.
In this article, I will give some examples of gamification in campaigns and tell you why you as an e-commerce company should use gamification in your digital marketing.
But before we get started… Let’s establish what gamification is.
Gamification marketing is a small game or game element (e.g. wheel of fortune, scratch card, flipping game) on your website or similar that triggers a prize. The prize doesn’t have to be a physical thing. What the user should achieve through the game is up to you. Often prizes are in the form of free shipping, participation in a competition, a discount code or a result or insight.
The idea of gamification is to use the elements of games that make them fun and addictive and apply them in other contexts to create engagement with your brand. Gamification is therefore about using elements such as points, rewards and challenges to make the experience more exciting and fun.
Gamification, like so much else, must be adapted to your brand universe. It is therefore important to find out which gaming activities best suit your business and what you sell.
There are many different ways to integrate gamification into your email marketing, and with the right strategy, you can engage your audiences, create new leads, achieve greater brand awareness, and data enrichment about new and existing customers.
As mentioned earlier, gamification marketing can help make your email universe more fun and exciting for your users. Your recipients will want to interact with your brand, which can improve the customer experience and increase the chance of converting the recipients into active customers.
Lead generation is the process of identifying and collecting potential customers’ contact information for the purpose of increasing their interest in the company’s products or service. When it comes to lead generation, gamification is an effective tool. Gamification can make it easier and more fun for the recipient to provide their email address, especially if the recipient feels that they are getting a good reward for it.
Here are some examples of gamification:
👉 Discover my favourites
Users swipe through various multi-level options and curate their favorites based on the company’s assortment. Depending on the company, this can be e.g. starter, main course and dessert or top, bottom and shoes. Discover my favourites is a great way for your users to visualise how the selected products can be matched.
👉 Spin the wheel
Spin the wheel or wheel of fortune is well known from amusement parks, TV and websites, and now also in emails. The classic wheel of fortune is often used on websites where visitors can spin the wheel by simply entering their email. By spinning the wheel, the visitor can win a discount, prize, points or similar.
👉 Scratchcard
The classic scratch calendar or scratch card is always popular. Several supermarkets and kiosks sell scratch cards for Easter and Christmas, and this is also possible online. Several companies, such as Circle K and Cafe Korn, use scratch cards in their marketing. By matching three identical symbols, the user can win an optional hot drink.
👉 Quizzes
Everyone loves a good quiz or test. If you see a quiz with “Test your email marketing knowledge” or “How much do you know about email automation?”, you can’t help but give it a try, and the same goes for your recipients. A quiz or test can encourage engagement, create brand value, and provide valuable insights about the customer that can be used in future email communications. There are countless ways you can incorporate gamification into your email marketing – only your imagination sets the limits!
There are countless games and game elements that you can use in your email marketing setup. It is important to consider which game you will be using and what the purpose should be. The different games can be divided into luck-, knowledge- and skill-based. In luck-based games the focus is on chance, in knowledge-based the focus is on knowledge, and in skill-based the focus is on skills.
Luck-based:
Luck-based gamification is an approach to gamification in which elements of chance or luck are incorporated into the game. This helps to increase excitement and can attract and retain users’ attention. Luck-based games can include a wheel of fortune, raffle, scratch card or mystery box.
Knowledge-based:
Knowledge-based gamification is an approach where game elements are designed to test and reward users’ knowledge and skills. This approach is used to measure and improve the user’s knowledge in a particular area. Knowledge-based games can be quizzes, knowledge tests or games where the user levels up based on their performance.
Skill-based:
Skill-based gamification is when you use game elements that are designed to reward users’ skills. Skill-based gamification is about improving users’ abilities in a particular activity or skill. Users are “educated” while experiencing being rewarded and recognized for their efforts and progress. Skill-based gamification can include games such as puzzles to solve, falling objects to grab, or competitive elements where users can compete with each other.
With Scratcher, you can activate your recipients throughout the customer journey. If you find that your visitors get stuck or inactive at certain stages of the customer journey, you can use small games to activate them. By implementing gamification in your customer journey, you can increase engagement and activate both new and existing customers.
There are several reasons why companies choose to include gamification in their digital marketing. Gamification can be used to:
💓 Increase engagement: Gamification can make interacting with a brand more enjoyable and get users to participate more actively in the desired campaigns.
🗣️ Gain customer insights: Gamification is a great way to gain insight into your users’ behavior and preferences. Through “games” and interactions, you as a company can gain deeper insight into what motivates your target audience.
⭐ Improve user experience: Gamification can help improve the overall user experience on a digital platform. This is because it can be both more fun and exciting for the user to interact with the platform.
Original post: Gamification in email marketing (ackermann.dk)
Ready to level up your personalization strategy?
Explore the strategy of interactive marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
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Stephanie Dean Content Marketing Specialist at Scratcher Strengthen your outreach, education, and fundraising strategies with interactive experiences While it may be more well known for
Growth Marketing Manager at Scratcher
In the ecommerce world, consumer’s attention spans are short and options are abundant, a high conversion rate is the holy grail. For example, Gen Z’s attention span for ads is just 1.3 seconds, shorter than any other age group, as revealed in a global study by Yahoo and OMD Worldwide.
Conversion rates, the percentage of visitors who take a desired action on your website, are the lifeblood of any online business. Whether you’re a seasoned ecommerce entrepreneur or just starting out, understanding and optimising your conversion rates is essential for sustainable growth. In this blog post, we will dive into the basics of ecommerce conversion rates, explaining why they matter, and explore ten effective strategies to boost them. Additionally, we will focus on the power of instant rewards and interactive marketing to lure new visitors and turn them into loyal customers.
Ecommerce conversion rates measure the effectiveness of your website in persuading visitors to take action, such as making a purchase, signing up for a newsletter, or filling out a contact form. A high conversion rate indicates that your website is compelling, user-friendly, and trustworthy, leading to increased sales and revenue. Now, let’s explore the first strategy that combines the principles of instant rewards and interactive marketing to boost conversion rates:
Why not start your new visitors off with a win? Offering a chance to win a small reward or discount upfront is a great way to get visitors engaged with your brand right from the start. This token of goodwill will most likely result in a visit to your webshop or store, paying dividends into the future.
Implement interactive games and dynamic formats on your website. For instance, you can create spin-to-win wheels or scratch-off cards where visitors can instantly win discounts, freebies, or exclusive access to limited-time offers. These engaging elements not only provide instant gratification but also create a sense of excitement, making visitors more likely to explore your products and make a purchase.
For example, for Black Friday, the brand Lampeguru incorporated a Wheel of Fortune game format and gave their audience the opportunity to win a Lampeguru gift card of up to €140. With this campaign, the lighting retailer was focused on driving traffic to their webshop. Every participant who didn’t win one of the gift card grand prizes received a consolation prize in the form of a discount code which they could use at a later date.
In the digital age, speed is of the essence. A slow-loading website can drive potential customers away. Ensure your site loads quickly, especially on mobile devices, where a significant portion of online shopping occurs. Mobile-friendly, responsive design enhances user experience, encouraging visitors to stay longer and explore your offerings.
Check out this free tool to run a speed audit to a particular landing page.
Also, if you want a pagespeed checker that allows you to test hundreds of URLs automatically check out this free tool. All you have to do is enter a URL, and the tool crawls the website and determines the pagespeed scores for each subpage.
Compelling product content is the backbone of successful ecommerce. Use high-quality images, detailed descriptions, and customer reviews to showcase your products. Highlight the unique features and benefits, addressing potential customer concerns. Real-life examples and testimonials can build trust and credibility, making visitors more inclined to make a purchase.
Keep in mind that you can explore the “knowledge-test”. It helps you to ask participants a set of questions and then displays the corresponding profile or product solution based on the given answers. Use conditional branching to adapt your personality test questions according to participants’ preferences and use this as a product selector to present customised offers.
For activewear retailer EYDA, interactive marketing has provided a means to generate leads, strengthen brand awareness, and learn more about their customers’ preferences. They wanted to create an engaging, interactive experience that fit with their mission and branding. To do so, they created a knowledge-testing quiz focusing on the brand and its new summer collection. Participants were posed a series of true or false questions with an opportunity to win a full training set upon completion.
EYDA activated 15.000 unique visitors to interact with the pop-up and social media ads. And, of those unique visitors, 12.000 participated in the “Fit for Every Body” interactive campaign quiz. “This means that they had a conversion rate of 80%.
A complicated and lengthy checkout process can lead to cart abandonment. Streamline the steps required to complete a purchase. Implement guest checkout options, offer multiple payment methods, and provide clear, concise instructions. Minimise the number of form fields and include progress indicators to guide users through the process effortlessly.
Building trust is crucial in ecommerce. Incorporate trust signals such as security badges, SSL certificates, and recognized payment gateways. Displaying customer testimonials, ratings, and social proof can instil confidence in potential buyers. Clearly state your return and refund policies, demonstrating your commitment to customer satisfaction.
Personalization enhances customer engagement and satisfaction. Utilise data analytics to analyse customer behaviour and preferences. Implement personalised product recommendations, tailored marketing messages, and customised offers.
Personalised experiences make visitors feel valued and understood, increasing the likelihood of conversion.
If you are just starting this personalization journey, we recommend you to try the “Product Choose” interactive format. You can engage your participants by presenting them with a series of options and have them pick their favourites among them. Product Choose is an excellent way to promote (new) products, as well as get your participants’ preferences on products, while familiarising them with your offers.
Social media platforms are powerful tools for reaching a broader audience. Engage with your followers, share visually appealing content, and run targeted advertising campaigns. Encourage user-generated content such as product reviews, photos, and videos. User-generated content serves as social proof, building authenticity and influencing purchasing decisions. According to a recently published Semrush report: “2024 THE VISION OF A NEW SOCIAL ERA SOCIAL MEDIA TRENDS”, next year consumers will engage more deeply with User-Generated Content (UGC) than high-production content. UGC feels more authentic and trustworthy to them. In short, social media audiences will start just listening to real people. Consumers don’t want a brand to explain what it does; they want people, customers like them, to talk about it.brands will see the value in sharing UGC as a cost-effective way to get content that also seems more authentic than high production content. Customers trust fellow customers more than the brand itself. Likewise, content creators will find a great opportunity to create and share for brands.
Outstanding customer service can turn first-time buyers into loyal advocates. Offer prompt and helpful responses to customer inquiries. Implement live chat support, chatbots, or AI-powered customer service tools to assist visitors in real-time. Addressing concerns and providing solutions promptly builds trust and customer satisfaction.
Optimise your website for search engines by incorporating interactive marketing elements. Interactive games, quizzes, and dynamic formats can capture visitor attention and encourage them to stay longer on your site. Search engines favour websites with low bounce rates and high engagement, potentially improving your search rankings and driving organic traffic.
Finally, never stop experimenting and optimising. Conduct A/B tests to compare different versions of your website, including layouts, calls-to-action, colours, and interactive elements. Analyse the results and implement changes based on data-driven insights. Continuous optimization ensures your ecommerce site remains relevant, appealing, and effective in converting visitors into customers.
Boosting ecommerce conversion rates requires a multifaceted approach that combines instant gratification, interactive marketing, and fundamental ecommerce strategies. By engaging visitors from the moment they land on your website, providing exceptional user experience, building trust, and continuously optimising your tactics, you can significantly increase your conversion rates and drive sustainable business growth. Stay innovative, adapt to changing trends, and prioritise customer satisfaction to thrive in the competitive ecommerce landscape.
Ready to level up your personalization strategy?
Explore the strategy of interactive marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
Stephanie Dean Content Marketing Specialist at Scratcher We are constantly on the move between the physical and digital worlds: we pop into the closest shop
Stephanie Dean Content Marketing Specialist at Scratcher Remember when games like Farmville, Candy Crush, or even more recently, Wordle took over the internet? This type
Rasmus Mogenstrup Paid Social Director at PL & Partners We sat down with Rasmus Mogenstrup, Paid Social Director at performance marketing agency PL & Partners,
Corina Inés Choucino Growth Marketing Manager at Scratcher Q4 is commonly associated with increased consumer spending, as it aligns with the holiday season. It’s a
Growth Marketing Manager at Scratcher
In today’s digital world, businesses are always trying to connect with customers in special ways in order to increase brand engagement. One powerful way to do this is through personalization. Personalization means tailoring experiences and messages to match what each person likes. It’s not just about selling things, or sending an email with the customer’s name; it’s about making customers feel important and happy.
A study by McKinsey found that 72% of people want businesses to understand them and what they like. When businesses focus on building relationships instead of just selling, customers like it and increase brand engagement.
Personalization affects how people behave. 76% of shoppers say personalised messages are important when choosing a brand. And 78% say personalised content makes them want to buy more. This proves that personalization isn’t just a trendy word—it’s a strong tool that brings customers back and boosts businesses’ earnings.
Personalization can increase a company’s earnings by 10 to 15%. How much it increases depends on the business and how well it knows its customers. The better a company understands its customers, the more they increase their brand engagement.
Here are four things customers want from personalised interactions with brands:
Interactive Marketing: The driving force behind personalization
Interactive marketing, like product choose, mystery box, quizzes, and more than 20 other interactive formats can help make personalization easier. These games are engaging for customers and provide useful information for businesses. When marketers know what customers like, they can make experiences that customers enjoy. This increases brand engagement.
If you’re curious about how interactive marketing can help you increase brand engagement, we’re here to help. Our team at Scratcher offers free sessions where we can discuss how our games and interactive marketing solutions can meet your brand engagement needs. Click here to start your free session and discover how personalization can make a real difference for your business.
Ready to level up your engagement strategy?
Explore the strategy of interactive marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
Ali-Aoun Riazson Marketing Lead at Scratcher First-party data is the data collected by businesses directly from their audience, customers, and prospects. A simple opt-in form
Ali-Aoun Riazson Marketing Lead at Scratcher Pre-event marketing is a great way to get your brand in front of customers before an event. Implementing this
Ali-Aoun Riazson Marketing Lead at Scratcher Gamification marketing allows you to collect data about your customers’ favourites and general product preferences in an entertaining way.
Ali-Aoun Riazson Marketing Lead at Scratcher It has never been as easy or inexpensive to travel as it is today, with a dream destination just
Growth Marketing Manager at Scratcher
Incorporating interactive games into your Christmas-themed marketing campaign can be a game-changer. By embracing the tips we’re sharing below, you can leverage the power of interactive games to craft a remarkable and prosperous Christmas marketing campaign that resonates with your audience and brings a joyful spirit to your brand.
Let’s get into our top 10 tips for ensuring a triumphant outcome this holiday season!
Infuse festive elements like holiday themes, colours, and traditions to create an immersive and relatable experience. Scratcher’s pre-made templates can help you get started, but you can customise them as much as you want with your own brand style!
Understand the preferences, demographics, and interests of your target audience. Tailor your interactive games to resonate with their preferences for a more engaging experience.
Introduce a mix of game types to cater to different tastes. From trivia and puzzles to quizzes and virtual scavenger hunts, diverse options ensure broader participation.
Prioritise a smooth and intuitive user interface. Easy navigation and clear instructions will encourage more people to participate and enjoy the games.
Prizes, discounts, or exclusive content can motivate users to engage actively and repeatedly with your interactive games.
Enable easy sharing of game progress and results on social media platforms. This not only amplifies brand exposure but also encourages healthy competition among participants.
As a significant portion of users engage through mobile devices, optimise your games for mobile platforms. Responsive design ensures accessibility and a consistent experience.
If you plan to gather user data through the games, ensure transparency and seek consent. Explain how the data will be used and assure users of their privacy.
Build excitement by introducing your interactive games through a Christmas countdown. You might also want to think about providing exclusive access to select games to make them even more appealing. Explore various game formats here.
Extend the excitement beyond the game itself. Follow up with personalised emails, offers, or follow-up content to maintain the connection with participants.
Ready to level up your holiday marketing?
Discover the joy of giving and receiving this Christmas with Scratcher’s spectacular holiday game templates! Join us in spreading the holiday cheer and make your mark on the digital landscape.
Ali-Aoun Riazson Marketing Lead at Scratcher Gamification marketing has been widely used within the retail and hospitality industries, but what about market sectors with more
Ali-Aoun Riazson Marketing Lead at Scratcher With the digitalisation of the fashion industry, the importance of social media campaigns, influencer marketing, digital clothing experiments, and
Ali-Aoun Riazson Marketing Lead at Scratcher Gamification marketing has revolutionised the way we plan events and measure their success. It increases audience engagement and helps
Ali-Aoun Riazson Marketing Lead at Scratcher In-store interactive marketing Despite many believing the pandemic would cause the end of in-store shopping as we know it,
Content Marketing Specialist at Scratcher
Traditional lead generation methods, like sign-up forms and surveys, may not always be enough to capture the attention of potential customers. But, what if you make the process interactive and engaging?
A reward in exchange for a name and email, a discount code for a phone number and demographic. With engaging content and the power of reciprocity, you can turn idle prospects into activated leads. It’s a win-win situation for both you and your customers!
To convert at a high rate, lead generation must give more than it takes. It’s crucial to make your approach relevant, entertaining, and rewarding for your target audience. By doing so, you’ll be able to capture valuable customer information in exchange for an enjoyable experience that encourages visitors to engage with your brand.
Tips for success
In the lead up to the winter holidays, Danish hardware store Harald Nyborg activated their top funnel with an interactive Puzzle competition. By entering their name and email, visitors had the opportunity to win a full tool kit—perfect for targeting new homeowners, casual DIYers, and those wanting to update their existing equipment.
The Puzzle format challenges visitors to slide the pieces and find the right combination to solve the game. With its longer engagement time, it can be used throughout the marketing funnel to activate your audience, highlight products, or share unique offers.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
Velkommen A/S used the Slot Machine to entice visitors with a huge reward—a ski holiday! With a campaign set over TikTok and their own website, the energy supplier was able to tap into their target audience exactly where they are, generate quality leads, and enrich their existing customer data.
Just like the classic Slot Machine, participants spin and immediately know if they have won by matching three icons in a row. As a recognisable game with low stakes, this format is high converting and can be used throughout the marketing funnel to generate leads, engage your audience, and share unique offers.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
The South African division of the World Wide Fund for Nature (WWF), the international NGO for wilderness conservation, created a Quiz to test their audience’s knowledge on the environmental impact of the fashion industry. Their goal was twofold: to educate and to generate new leads for future outreach. Visitors could leave their email address to receive a discount voucher and, at the same time, be entered into a draw to win WWF apparel.
From product education to employee surveys (and everything in between!), the Quiz game is a flexible format that can be used to create unique, interactive experiences and gather valuable insights into your audiences’ preferences and behaviours.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
Laberlarven ApS is a webshop that sells and delivers pick & mix sweets directly to your door. To generate new leads and grow their list of newsletter subscribers, the e-retailer chose the Wheel of Fortune for a campaign to win one year’s worth of candy—an offer that garnered a 66% conversion rate!
The Wheel of Fortune is a great method to boost engagement, grow your audience, and increase loyalty. Similarly to the Slot Machine, this format is low stakes with high rewards, giving value to both you–important visitor data–and your customers–a reward.
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
IRRESISTABLE PRIZE
A highly relevant reward for their target audience
vanHaren is a Dutch footwear retailer and member of Europe’s largest shoe supplier, the Deichmann group. In order to grow their newsletter subscriber list and generate quality leads, the Belgian division created a simple (yet effective!) landing page and used the Form format to offer visitors a chance to win a €250 shopping credit. Almost half of the visitors to the page provided essential first-party data!
In order to participate, visitors registered for vanHaren Belgium’s newsletter by sharing their name, email, and a short sentence about why they should win—information that the retailer can use for segmentation and future marketing materials.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers or want to find ways to keep them coming back? Gamification marketing may be the answer!
Create a free account today and our team will help you get started using gamification marketing in your business.
Content Marketing Specialist at Scratcher
Remember when games like Farmville, Candy Crush, or even more recently, Wordle took over the internet? This type of “can’t miss” media – with consistent engagement – is what gamification marketing strives for.
Humans like to be rewarded. We like to be challenged and accomplish goals.
From the science side of things, the instant gratification of a reward taps into the dopamine response of the brain, increasing a positive association with the medium that the reward has come from. Enjoyment and interest increase engagement – the ultimate key to building and maintaining relationships with customers and moving visitors toward the next step in their customer life cycle.
In a world full of constant marketing messages, gamification marketing actively attracts customers through interactive experiences that are not only fun, but also inspire them to continue engaging. Their engagement builds loyalty, increases opportunities for sales, and contributes to a strengthened brand identity.
By collecting relevant first-party data, gamification marketing allows you to learn more about and monitor your customer’s behaviours. For new, potential customers, interactive marketing generates leads and helps you determine the best approach for a successful conversion. In terms of existing customers, gamification increases your awareness of consumer demographics and interest patterns through data enrichment. From identifying potential customers to recognising areas that may need improvement, you can use these insights to analyse, track, and develop tailored offers for each and every visitor, leading to more conversions.
Every step in the customer journey can be improved through gamification. Whether it’s the lead who needs to learn more about the brand, the first time buyer who needs to be retained, or the long time loyalist who needs to be re-engaged, data collected through gamification marketing assists in developing a stronger customer journey.
Collectible points, prizes, or other rewarding incentives encourage engagement on the customer’s behalf – again, we like to be rewarded. Their choice to continue engaging, to proactively choose to interact with your brand, differentiates gamification marketing from traditional marketing. It creates a lasting impression for both new and returning customers.
Entice new customers with engaging, interactive experiences. “What do I get out of this?” – by offering a reward in return for valuable consumer information, a bond of reciprocity emerges. A reward in exchange for a customer’s name and email lets you grow their brand awareness and add them to your marketing email list, moving them toward the next stage in their customer life cycle with future newsletters, discounts, and games.
Use games to motivate new and reactivate existing customers to move forward in their customer life cycle. Re-engage inactive customers and gain insight into the (changing) demographics and behaviours of your growing audience. Data collection through gamification marketing assists in updating the overview of your current and potential customers, leading to new ways to inspire engagement, purchases, and external recommendations.
Increase sales by creating an incentive to spend. Through introductory rewards, discount offers, or loyalty programs, visitors are motivated to return to your brand, attain new goals, and collect their “winnings” – plus more. Gamification works to strengthen customer (purchasing) intent through the creation of a captivating visitor experience and desire to complete a task or compete against other visitors. This consistent engagement leads to a reward for both customer (discount, new tier, entertainment) and business (sales, engagement, brand loyalty).
Inspire customers to keep coming back through unique rewards and loyalty programs. Strengthen your relationship with customers through gamification marketing – advent calendars, mystery boxes, exclusive offers – to reward their continued business with your brand, while creating an exciting, interactive experience. Goaled loyalty programs, for example, those with points or tiers, encourage customers to reach new goals and move to the next stage in their customer life cycle, driving customer behaviour for your benefit.
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.
Create a free account today and our team will help you get started using gamification marketing in your business.