Ali Aoun
Marketing Lead
Gamification Marketing in The Car Industry
Gamification marketing has been widely used within the retail and hospitality industries, but what about market sectors with more high-priced and considerable purchase items? Does gamification marketing bring exceptional results within these industries as well?
The automotive industry is increasingly utilizing gamification marketing in order to improve not only their customer experience but also loyalty.
We live in a world where all consumers, expect and demand digital platforms. We must acknowledge that is exactly where car buyers make their decisions about brands, prices and opportunities. Therefore, the automotive industry needs to communicate more efficiently with potential customers – most car manufacturers already recognise the importance of interactive content marketing in order to drive growth and improve the customer experience.
New leads for Toyota
In 2018 Toyota implemented a Christmas campaign; it went live in the form of a Christmas Calendar with different quiz formats. The aim was to acquire new permissions after a year of GDPR.
The combination of gamification and effective product messaging led to a permission base of high quality. Toyota experienced high opening and click rates in their newsletters as well as in their personalised product email campaigns. Numbers tell their own story.
450,375
OPENED DOORS
High involvement and engagement
25,241UNIQUE PARTICIPANTS
On average 18 days, participants revisited the Christmas calendar
CONVERSION RATE OF 97%
Of all visitors who participated in the Christmas calendar
Gamification Can Solve Your Challenges
Here are a few examples:
• Permission collection for service inspection (with link to booking)
• To gain knowledge about customers’ preferences, and thus market the “right” offers for models and options
• Obtain knowledge and data about changing summer and winter tires respectively
• Create test runs at dealers
These marketing activities can be fully automated, and integrated into various gamification campaigns. Thus, over time, an effective lead nurturing flow will be built and help ensure the influx of new business for both car manufacturers and dealers. At the same time, you build trust with the end customer, who feel helped with reminders about maintenance of their car.
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.
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