Top 4 Benefits of Gamification

by Ashley Haugen

@AshleyKaia

Gamification, the act of integrating game mechanics into products or services, has rapidly taken over marketing campaigns. Now, we can check-in for badges on Foursquare, try to beat our various social media scores, and earn rewards for shopping at our favorite stores. It seems like everyone has jumped on this “playful” bandwagon to reap the rewards of engaged customers.

It’s an important trend to be a part of. According to Gartner, Inc., "by 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.” Even more eye-opening is their prediction that by 2014, gamified services will become “as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application.”

Business leaders must keep their eye on gamification and the benefits it can bring to their brands. Below I have outlined a few of the greatest rewards game mechanics can reap:

1. Response Time 

• Immediate engagement by users allows for a faster and clearer feedback loop. Instead of waiting for research results and other time-consuming, expensive reports, gamification often lets marketers immediately see what is effective and what is not. Because respondents are playing in “real-time,” marketers will often see the results of their efforts in “real-time.” Lending itself to the coveted opportunity to make tweaks and changes for a higher success rate. 

2. Call-To-Action

• Games usually have a clearly articulated structure, quite opposite of our chaotic and undefined lives. Clear calls to action are easy for users to follow and complete. This simplicity drives interaction. 

3. Brand Exposure

• The viral nature of gamification increases brand exposure. Most games are meant to be shared and even played in competition with other customers, giving it an exponetial reach. Not only that, but it helps foster brand advocacy, as it rewards customers for using their business. Who wouldn't want to be recognized for brand loyalty? 

4. Image 

• Staying on top of trends not only shows that you "get it," but also shows that you have the volition to actually put it into action. Using gamification for your product or service can help encourage a youthful, cutting-edge image. 

Whether or not gamification is just a fad or here to stay, it has found the inner-child in all of us. Either way, it's a trend that will only be growing. So what's the next era of gamification? Look for it to manifest in the workplace, as it motivates employees to achieve business goals, participate in health programs and drive productivity. 

Facebook Buys Instagram: Smart Move

The Dish on Google Consumer Surveys

by Ashley Haugen
@AshleyKaia

As marketers we wouldn't be able to function without consumer research (and maybe a little caffeine). We rely on feedback from target markets to give energy and motion to our projects. Which logo is best? Which slogan do people remember? What changes should I make to my product for it to be a hit? We all rely on these types of questions to get the answers needed to steer us in a clear direction that can otherwise be murky.

So what happens when you need research that is fast and reliable-but won't blow the company budget?  Google has an answer for you. The company recently released Google Consumer Surveys, a low-cost way to perform market research in a "fast, accurate, and affordable" manner.

This is how it works:

1. Businesses create quick micro-surveys about their product, which is then embedded on publisher sites. Google pays publishers a percentage of what they charge businesses for the survey. The charge is $.10 per response for the general US population or $.50 per response for custom audiences. 
2. Readers are presented with the survey when trying to access certain content, such as articles, photos or video, serving as a "soft" paywall.  It looks something like this: 

Early adopters include Adweek, the Star Tribune and The Texas Tribune.

Google Consumer Surveys has filled a void for both publishers and marketers. Publishers get paid for hosting the survey, businesses get valuable market research, and Google gets a check from the business. The surveys are short enough and incentivized, so they won't be as much of a deterrent to access premium content like traditional paywalls or "register" requirements are. Google does it again, however I'm not yet sure about those glasses...

For more information, check out Google's video:

Marketing to the Socially Conscious Consumer

by Ashley Haugen
@AshleyKaia

Research suggests that there is a segment of socially conscious consumers that marketers should pay attention to. A recent report by Nielsen aims to help cause-related marketers better define their strategy, and offers insight into the beliefs of these consumers.

Nielsen’s Global Corporate Citizenship Surveyed more than 28,000 Internet respondents in 56 countries. Results show that 46 percent of global consumers are willing to pay extra for products and services from companies that have implemented programs to give back to society. Nielsen defines these consumers as socially-conscious consumers.

Of these socially-conscious consumers, over half believe companies should support causes for environmental sustainability, education in science and technology, and the eradication of poverty. 

Of all 18 causes, companies going "green" was of the most importance. But why should this matter to marketers? “Knowing what causes are most important to the socially-conscious consumer may help brands prioritize their social investments,” said Nic Covey, vice president of Nielsen Cares, Nielsen’s global corporate social responsibility program. “The next step is to understand precisely what causes are important to a brand’s individual customers."

Another key finding: Socially-conscious consumers are more likely than other survey respondents to use social media to help make purchase decisions (59% vs. 46% of all respondents). Companies that wish to appeal to this segment, must have a strong and clear social media presence. Highlighting their efforts in social good not only appeals to consumers, but effectually drives sales. (Doing the world some good along the way doesn't hurt either.)

The Marketers Guide To Taking Down The Mobile Monster

by Ashley Haugen

@AshleyKaia

It's true, mobile marketing can be a monster. When done "right" it plays very nice; increasing brand loyalty, driving new sales and bolstering ROI. When handled poorly it is intimidating, all-consuming, unstable and elusive. Mobile marketing can be as much of an enigma as it is a necessity for today's marketers.

And believe me, it is a necessity in today's smartphone and tablet driven world. “Mobile is experiencing explosive growth and is a new and exciting way to reach consumers at the moment when their intent to purchase is strongest,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston. With smartphone adoption projected to grow to 68% by 2015 (Javelin), and with a projected 1/3 of US online consumers owning a tablet by 2015 (Forrester), we are well on our way to becoming a mobile-centric society.

Unfortunately, many campaigns may not get the expected click-throughs or opt-ins they initially anticipated. So how do you tame the beast? There is much you can do to revive a campaign after taking a critical eye to refresh and review an idea.

A lot of mobile marketing is testing to see what works and what does not. A simple re-wording of the Call-to-Action, or more obvious scroll bar can make a ton of difference for your mobile initiatives. “Just because one campaign is not getting the proper amount of lift does not mean that the mobile application itself is a failure," said Mr. Kerr. "It simply means a different approach should be taken."

It is also important to keep your feet comfortably in your consumer's shoes. How easy is it for them to complete the action you are proposing? What kind of smartphones are they using? What are the primary functions of your mobile site (information, deals/coupons, games, etc.)? What do they want from your site?

We live in an "instant" world, and mobile users expect only the fastest results. Instant gratification is key. Think about targeting mobile ads using geo-specific data, for example sending exclusive deals to users in close proximity of your business.

Relevancy and incentive are crucial to a successful mobile campaign. Evaluate your strategy for every customer touch point: pre-shop, in-store and post-shop (especially comments on consumer-review sites and apps). Immediacy can coax a mobile monster into a mobile mascot.

Bottom line: Do your research, have a healthy test period, and don't be afraid to play around to find out what works.

Blogger Nation: It's Their (Online) World

by Ashley Haugen

@AshleyKaia

A report published by NM Incite in early March shows us the blogosphere is heating up. Mommy- and Daddy-bloggers, DIY'ers, publications and corporations are hopping on sites like Wordpress, Blogger and Tumblr with unprecedented verve. Of particular focus are consumer-generated blogs, which have had a strong upward trend since 2006, according to the U.S. Digital Consumer Report of The Media; Q3-Q4 2011. 

The sheer growth in the volume of blogs is impressive. By the end of 2011, NM Incite (a Nielsen/McKinsey company) had tracked over 181 million blogs around the world, up from 36 million in 2006. 

Combined, the three major blogging platforms -- Blogger, Wordpress and Tumblr, in that order -- account for 80.5 million unique views in October 2011. (You can compare this with Facebook for some insight, which had 139.1 million unique views that month.) 

So why are blogs so popular? Are bloggers becoming an accepted and credible part of online media? Even if individual blogs don't have a big audience, combined they add reach to marketing campaigns. Especially women bloggers, who represent a desirable audience for advertisers. Approximately one in three bloggers are mothers, with a select few even having hundreds of thousands of dedicated followers. Blogs are increasingly becoming a great resource for those seeking advice, inspiration, news and content.

Whether it's writing for a large company or blogging away the sweet details of baby's first steps, blogging is a great way to set up a strong online presence. Here at Axiom we work closely with bloggers to make sure our messages are reaching the right audience. After all, blog readers in the U.S. represent 53.6 percent of internet users, according to eMarketer. Both blog readers and writers are an influential lot, and their success is only poised for growth as more marketers tap into their power.

Online Reviews Grow In Popularity and Purchasing Power

by Ashley Haugen

Follow @AshleyKaia

I am a huge fan of online reviews. In fact, I am among the 72% of consumers that trust online reviews as much as personal recommendations. For example, when charged with the responsibility of figuring out a restaurant for dinner, I head to a review site. When buying a new appliance I turn to consumer reviews to figure out the "best purchase." The list goes on and on, and with the wealth and popularity of online reviews, I'm not the only one.

This year's Local Consumer Review Survey (2012) shows us a positive shift in consumer trust and appreciation of online reviews. The statistics are telling and reinforce the fact that consumers now hold more power than ever for influencing purchases. In fact, 52% of consumers surveyed said that positive online reviews make them more likely to use a local business.

More consumers are reading online reviews now than 15 months ago, with 27% regularly reading online reviews when looking for a local business to use. Only 15% of consumers said that they had NOT used the Internet to find a local business (vs. 21% in 2010).

Here are a few other interesting stats:

• 65% of consumers read between 2-10 reviews (vs. 58% in 2010) before trusting a business. 
• Having a high number of reviews is also important as the more reviews, the higher consumer confidence soars. 
• 58% of consumers trust a business which has positive online reviews (vs. 55% in 2010). 
• Just 28% of consumers cite location &/or price as main decision making factor (vs. 28% in 2010). 

More than anything, these results tell us that business owners need to make sure they know their brand's social buzz. What are customers saying about the service they received? How do they feel about your product? Once you understand the general sentiment and theme of your business reviews, it's easier to set up a strategy to either encourage the chatter, or to address the most common complaints.

The other important takeaway is to make sure your business has a healthy online presence to begin with. The higher number of reviews (especially positive), the higher consumer confidence soars.

Facebook Introduces New "List" Feature

by Ashley Haugen
@AshleyKaia

Facebook announced today a new feature that allows users to create "interest" lists for brands, groups and public figures. It's a nice feature, and offers a convenient space to view content tailored to your liking. Similar to Social Reader, Facebook Lists gives you third-party content, except it is all housed within Facebook.

With Facebook Lists, users can subscribe to lists from other users, or create their own. The process is incredibly simple. I had a list titled "social media news" up and running in under 5 minutes. Within this list are updates from sources like Mashable, TechCrunch and Adage.

Lists can either be made private or public, the latter showing up in the News Feed. There are additional controls for users to select what type of stories to include or exclude in the feed. For example, you can select to see only photos from a page or only music and videos from a public figure.

I find it another nice tool for content curation, albeit thinly veiled behind Facebook's true goal of keeping you on the site for as long as possible. Of course the longer you're on the site, the more appealing Facebook advertising becomes. However, the feature is so nice I can almost ignore the sound of ad dollars cashing in.

I am always grateful to find new, efficient ways of curating information that is tailored to my needs. As any social media manager will tell you, finding quality content is half the battle. This feature provides an individualized tool to help connect with the information you want.

Have you checked out Facebook Lists? What do you think? Would you use it?

(Almost) Wordless Wednesday: Viral For Change

by Ashley Haugen

Social media has changed the name of the game. It used to be that unsatisfied customers would complain to their mother or best friend, write a carefully worded letter or email and perhaps stop buying from the company. Today it's different. Their voice is magnified time and time again by the powerful network of social media. One angry customer can quickly become a whole lot of angry customers joining together on the biggest soap box imaginable. Check out today's infographic by Frugal Dad of real-world examples of big businesses brought to their knees by viral vengeance.