Astrid's strategy involves integrating gamification with traditional marketing tactics to create a cohesive user experience. By embedding QR codes and unique landing pages in direct mail pieces, they not only measure engagement but also maintain a seamless interaction loop. Participants are drawn from physical mail to online platforms, where they can engage further with the brand through interactive content.
The effectiveness of gamification is continually assessed through detailed tracking and analysis. Astrid mentions specific campaigns where direct mail was used to re-engage past customers, leading to significant revenue generation. This data-driven approach allows the team to tweak and refine their tactics, ensuring that each campaign is more successful than the last.
“The effectiveness of a product often depends on the specific campaign it's being used for. Overall, it's an easy tool to use, especially with its robust chat function that makes it simple to receive assistance when you can't find a specific feature. Another advantage is its compatibility with Photoshop templates, which enhances usability.”
Despite the challenges of aligning playful elements with a B2B brand image, Scandinavian Print Group has managed to strike the right balance, ensuring that their gamified content is both appropriate and effective. The integration of gamification marketing does not dilute the brand's professional image but instead enhances customer interactions by making them more memorable and enjoyable.
In summary, Astrid's use of gamification at Scandinavian Print Group exemplifies how traditional and digital marketing strategies can be effectively integrated. In a marketing landscape increasingly driven by performance metrics and a focus on revenue, the importance of emotion-evoking branding remains significant. While performance marketing aims to drive immediate sales through direct and measurable actions, emotional branding strives to establish deeper, lasting connections with consumers. By engaging customers through thoughtfully designed games and interactive content, the Group not only distinguishes itself in a competitive market but also fosters enduring relationships with its audience.
