In the digital age, every brand makes serious investments to catch customers’ attention, because traditional forms of advertisement are no longer enough to stand out in the media landscape. Marketers want to invent new innovative ways to capture customers’ attention in a shorter amount of time and keep them engaged longer. One of the
Wechat Gamification Marketing: The art to Audience Engagement
MARKETING TO CHINA AGENCY
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- Target and know your audience: Usually, the campaign is created with a clear goal: to raise awareness among Customers. The campaign is constantly striving to digitally engage customers in China in unique ways.
- Make it fun and keep your audience engaged and loyal
- Lucky Winner takes all, collect valuable data
Let’s talk about the Interactive game on Wechat
Interactive games are an example of WeChat marketing campaign, which allows people to participate in some activities through various forms of rewards.
Recently, Wechat figures have shown user growth is closer to 800 million monthly users and over one billion registered users, WeChat is China’s largest social media network and one of the most popular social apps in the world. In 2017, WeChat integrated personalized branded mini-games into their system with the ability to social share.
Data showed that the millennial generation (born between 1983 and 1997) will rise up 65% of China’s consumption growth by 2020. A recent study shows that Chinese millennials purchase luxury items more frequently and spend more than the previous generations had at their age. As the highest potential consumer symbol for luxury brands, it was only a matter of time before marketers introduce gaming to attract the millennial shopper.
How do participants get rewards?
- Lucky Draw
- Participate and get an award
- High Ranking win
- Too many rewards at the same time
The reward is a positive way that helps identify accomplishment. Unfortunately, too many gifts could become bad. In fact, if users are being rewarded too much for every little action the value of rewards is lost on them, making the reward system null.
The main goal of Gamification is encouraging users to carry out specific actions, rewards are an indicator of growth and progression.
- Stop thinking that Gamification Campaign will solve a brand’s problems
Gamification is often viewed by companies or brands as a solution tool for marketing, internal operations. When companies/brands find that their products or services are not getting the results that they hoped for, they decide to try something “new” to see if the results change.
- Misunderstanding and no clear campaign goals
Without a clear plan, you will not be able to manage the gamification campaign, keep the game alive, or make improvements. The reason for such high failure rates was and still are due to poor design, which is an outcome of having no clear campaign goals. Brands used to adopt gamification with a broad stroke overview of how a campaign will work, assuming that putting your branding on a game and hoping that people will play. In order to have an effective gamification design, you must start by defining and having a clear understanding of your target.
- Not enough user motivators
Gamification is not just a passive form of marketing, it requires users to be continually motivated in order to participate and carry out the desired action. This is a higher-risk form of marketing compared to most traditional tools.
Your campaign needs to overcome, simply to initiate customer engagement. Motivation is the way, it is what will make someone care, and what will encourage a user to continue.
Winning always makes users feel good, and more engaged with a brand. Brands are willing to use games in different forms such as quizzes, contests, and challenges to get audiences involved. We all know that the use of mobile devices is a great opportunity for brands because Chinese people are always connected.
With over 80% of Chinese playing video games approximately four times a week. With the WeChat gamification marketing, companies or brands can easily reach this market and increase their sales and revenue by meeting their customers where their interest and attention are already being invested. There are multiple ways your brand can take advantage of WeChat
What Gentlemen Marketing Agency can do for you?
Let us help you with your Wechat Marketing effort in China!
We can add the brand elements of our customers and link them with our promotion strategy.
WORK AS A WECHAT CAMPAIGN
We can publish interactive games as a single event and post the game by pushing articles or images.
COOPERATE WITH OFFICIAL WECHAT STORE
We can offer various offers in WeChat stores through interactive games. Such as coupons, discounts, etc.
CONNECT WITH OFFLINE STORE
Location-based marketing promotes your brand to customers while they are in your building and actively engaging with your brand. When it comes to building atmosphere, some stores just want to have people present. That is why certain chains and independent cafes/restaurants have adopted in-store competition as a means of keeping butts in seats. Gamification is a fun way to get customers to engage with your business, pass the time, and form deeper brand loyalty. It comes with the added bonus of allowing you to collect valuable customer data that helps you learn about and connect with shoppers and clients.
Transform offline customers into online WeChat followers.
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