Top 3 Benefits of Evergreen Gamification

Gamification mechanics have been widely used in marketing, yet gamification as a content format is still often associated with campaign-style practices only.

How do campaign games fit into an evergreen strategy? - you might ask. After all, you cannot keep your Easter-themed wheel-of-fortune all year round. To conceptualize evergreen gamification, we need to move beyond reward/discount-focused game formats.

Elements that motivate user engagement can benefit your business indefinitely and most impotently - continuously.

Here are the top 3 wins of Evergreen Gamification:

1- First-Party Data

The key difference between first and third-party data is the ownership of it.

If you rely on third-party data, there is a good chance your competitors have access to it as well. However, by implementing evergreen gamification in your marketing efforts you can retain full control over data collection and gain insightful information about your customers. Self-collected data can therefore create a competitive advantage, as it enables you to advertise accurately, and generate higher quality leads.?

If those reasons aren’t enough for you to consider gathering first-party data, keep in mind - Apple does its utmost to block cookies, making tracking harder. Also, one of Google’s goals is also to remove third-party cookies by 2023.?

2- Operational Benefits

The evergreen marketing approach allows you to have constant access to the most recent data, which ultimately gives you the opportunity to make the best data-driven decisions.

If you regularly provide the system with data through running campaigns, the algorithm will be much more inclined to predict who your best customers are, and where your highest potential for sales lies.?

Chances are if you feel a campaign didn’t achieve the results you wanted, simply feeding the system with more data may be enough to improve it.

3- Non-Monetary Goals

Great use of evergreen campaigns is spreading awareness around your brand - simply running a campaign already gives you an opportunity to inspire prospects and motivate them to learn more about your business’s offering.

Gamification is an attractive way to keep customers coming back, however by implementing a conversion campaign without first establishing brand awareness, you risk the user not being ready to consider a purchase.?

By implementing the evergreen approach to marketing efforts, you can ensure engagement with your customers and prospects, when they’re ready. It means having campaigns and plans already in place, instead of launching them in a traditional sense when one is ready to reveal something new.

In conclusion, it’s not about when you are ready to promote a campaign, it’s about when the audience is looking for our products or services.

What benefits of evergreen gamification have you discovered by implementing it in your marketing efforts??