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The convergence of Loyalty Marketing and Gamification

The convergence of Loyalty Marketing and Gamification

I’m thinking a lot about where the convergence between Loyalty Marketing and Gamification will have the most impact for marketers. My participation as a judge in the LoyaltyGames has me focused on this subject, as did my presentation last month at Gabe Zichermann’s GSummit. My topic was titled “Beyond the transaction, Could Loyalty’s next act be Gamification?” The format was Ted-like in that presenters had a tightly defined 21 minutes to present, with Q&A deferred to networking sessions throughout the day. Attendees to the event remained highly engaged as the steady turnover of presenters with fresh material kept everyone’s attention. Here’s a link to the conference video site if you want a first hand view of the GSummit, an event that I’m sure to include in my 2015 calendar and suggest that you should too. I set out to take attendees on an adventure, to play a collaborative game. Call it the Clue version of “Loyalty Marketing”. You might remember Clue, the old school murder mystery board game. Well, it has been refreshed and relaunched, now carrying the persona of “the mystery you love to solve again and again…only now its more intense”!!! That’s about where the state of Loyalty Marketing sits today. It’s a familiar game, but it’s still a mystery to some people. There are widely distributed clues and well understood rules of the game, but players tend to arrive at vastly different conclusions after playing for a while. One Clue that we have is that making loyalty programs more “contextual” could be the key to engaging today’s digitally connected consumer and find renewed success with data-driven marketing....

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