{"product_id":"gamification-marketing-for-dummies-isbn-9781119663973","title":"Gamification Marketing For Dummies","description":"\u003cp\u003e\u003cb\u003eGrow your customer base with games!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGamification is the practice of adding elements of gameplay into marketing materials to better engage customers. In \u003ci\u003eGamification Marketing For Dummies\u003c\/i\u003e, you’ll learn to use this proven strategy to capture the attention of your target markets and boost your results using valuable gamification data.\u003c\/p\u003e \u003cp\u003eGames are fun! That’s why gamification is so successful—customers will jump at the chance to play and win your custom-developed marketing game. You’ll connect with your customers and create lasting memories. Whether or not you are digitally savvy, this book will teach you the basics of gamification, from choosing the right game to capturing the user behavior data that the game generates.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUse games to increase customer engagement and marketing results\u003c\/li\u003e \u003cli\u003eLearn how to choose or commission the right games for your market\u003c\/li\u003e \u003cli\u003ePlan and execute a successful gamification strategy\u003c\/li\u003e \u003cli\u003eLearn from data generated inside your game for valuable market insights\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFrom simple strategies like customer loyalty programs to complex, branded, social game apps, this book will point in the direction of gamification that works for you.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction \u003c\/b\u003e\u003cb\u003e1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 3\u003c\/p\u003e \u003cp\u003eBeyond the Book 3\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Introducing Gamification Marketing 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Gamifying Your Marketing Strategy\u003c\/b\u003e\u003cb\u003e 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSeeing What Gamification Can Do in Marketing 8\u003c\/p\u003e \u003cp\u003eUnderstanding gamification 8\u003c\/p\u003e \u003cp\u003eGamifying your marketing 9\u003c\/p\u003e \u003cp\u003eLooking at some examples of gamification 9\u003c\/p\u003e \u003cp\u003eUnderstanding How Gamification Differs from Other Online Marketing Tactics 10\u003c\/p\u003e \u003cp\u003eLooking at the advantages of gamification 10\u003c\/p\u003e \u003cp\u003eTaking your current user experience to the next level 13\u003c\/p\u003e \u003cp\u003eStepping Up Your Current Marketing 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Getting to Know Gamification Models\u003c\/b\u003e\u003cb\u003e 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExploring Your Options 17\u003c\/p\u003e \u003cp\u003eDiscovering game types 18\u003c\/p\u003e \u003cp\u003eCreating the Perfect Gamification Campaign Settings 26\u003c\/p\u003e \u003cp\u003eChoosing the right game for your audience 27\u003c\/p\u003e \u003cp\u003eDetermining duration and frequency 29\u003c\/p\u003e \u003cp\u003eAvoiding the Big Mistakes 31\u003c\/p\u003e \u003cp\u003eDepending on desktop 32\u003c\/p\u003e \u003cp\u003eGoing rogue 32\u003c\/p\u003e \u003cp\u003eComplicating the gameplay 32\u003c\/p\u003e \u003cp\u003eCreating too many rewards 32\u003c\/p\u003e \u003cp\u003eMisusing game mechanics 33\u003c\/p\u003e \u003cp\u003eBanking on virality 33\u003c\/p\u003e \u003cp\u003eCreating a campaign that can’t be played at work 34\u003c\/p\u003e \u003cp\u003eAssuming your audience will understand games 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Beginning Your Gamification Marketing Quest 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Identifying Your Target Audience \u003c\/b\u003e\u003cb\u003e37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Your Audience 38\u003c\/p\u003e \u003cp\u003eThrowing out everything you think you know about your audience 38\u003c\/p\u003e \u003cp\u003eConducting research to find your audience 39\u003c\/p\u003e \u003cp\u003eTaking a Closer Look at Your Current Customer Base 40\u003c\/p\u003e \u003cp\u003eEstablishing existing data points 41\u003c\/p\u003e \u003cp\u003eTailoring for B2B 42\u003c\/p\u003e \u003cp\u003eMining Your Social Media Accounts 43\u003c\/p\u003e \u003cp\u003eIdentifying key data points 43\u003c\/p\u003e \u003cp\u003eTracking unique metrics from each platform 45\u003c\/p\u003e \u003cp\u003eChoosing meaningful social media data versus vanity metrics 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Increasing Engagement in Your Campaign \u003c\/b\u003e\u003cb\u003e51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing User Rewards and Achievements 52\u003c\/p\u003e \u003cp\u003eRewarding your players 52\u003c\/p\u003e \u003cp\u003eCreating loyalty 55\u003c\/p\u003e \u003cp\u003eEncouraging Sharing among Your Audience 58\u003c\/p\u003e \u003cp\u003eUsing a unique hashtag 58\u003c\/p\u003e \u003cp\u003eProviding more than just a link to share 64\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Budgeting Your Development\u003c\/b\u003e\u003cb\u003e 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Your Budget 69\u003c\/p\u003e \u003cp\u003eEstimating the costs 70\u003c\/p\u003e \u003cp\u003eAligning your budget with your goals 70\u003c\/p\u003e \u003cp\u003eAnticipating risks 70\u003c\/p\u003e \u003cp\u003eGathering Your Team 72\u003c\/p\u003e \u003cp\u003eAccounting for your gamification model 72\u003c\/p\u003e \u003cp\u003eOutsourcing talent 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Getting to Know the Technology\u003c\/b\u003e\u003cb\u003e 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChoosing a Foundation for Your Campaign 83\u003c\/p\u003e \u003cp\u003eBuilding in HTML5 84\u003c\/p\u003e \u003cp\u003eRecognizing the downsides of building an app 88\u003c\/p\u003e \u003cp\u003eKeeping Up the Communications 90\u003c\/p\u003e \u003cp\u003eChecking your email deliverability 90\u003c\/p\u003e \u003cp\u003eMaking sure your emails don’t end up in the spam folder 92\u003c\/p\u003e \u003cp\u003eContinuing with your campaign 93\u003c\/p\u003e \u003cp\u003eComplying with the General Data Protection Regulation 98\u003c\/p\u003e \u003cp\u003eConsidering Testing Issues 101\u003c\/p\u003e \u003cp\u003eLooking at testing methods 101\u003c\/p\u003e \u003cp\u003eChecking on browsers 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Executing Your Gamification Plan 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Making Your Game a Reality\u003c\/b\u003e\u003cb\u003e 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChoosing the Perfect Gamification Model for You 108\u003c\/p\u003e \u003cp\u003eDetermining Your Target Market 112\u003c\/p\u003e \u003cp\u003eConducting your own audience research 112\u003c\/p\u003e \u003cp\u003eConsidering what the research is telling you 114\u003c\/p\u003e \u003cp\u003eEmbedding Goals into the Game 115\u003c\/p\u003e \u003cp\u003eCreating SMART goals 115\u003c\/p\u003e \u003cp\u003eDevising your gamification objectives 116\u003c\/p\u003e \u003cp\u003eBuilding in Loyalty Rewards 118\u003c\/p\u003e \u003cp\u003eDeciding on your options 118\u003c\/p\u003e \u003cp\u003eUsing rewards in your game 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Selecting the Right Components\u003c\/b\u003e\u003cb\u003e 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking Sense of the Game Development Process 122\u003c\/p\u003e \u003cp\u003eUnderstanding the stages of the game development life cycle 122\u003c\/p\u003e \u003cp\u003eDeciding which life cycle model is right for you 125\u003c\/p\u003e \u003cp\u003eAssembling Your Team 129\u003c\/p\u003e \u003cp\u003eWorking out who does what 129\u003c\/p\u003e \u003cp\u003eBalancing everyone’s role 131\u003c\/p\u003e \u003cp\u003eChoosing freelancers, agencies, or in-house employees 132\u003c\/p\u003e \u003cp\u003ePreparing the Technical Strategy 134\u003c\/p\u003e \u003cp\u003eUnderstanding the available choices 135\u003c\/p\u003e \u003cp\u003eComparing the platforms 138\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Launching and Promoting Your Game\u003c\/b\u003e\u003cb\u003e 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eScheduling the Right Time to Launch 141\u003c\/p\u003e \u003cp\u003ePerfecting Your Landing Page 143\u003c\/p\u003e \u003cp\u003eLeading Up to T Minus Zero 145\u003c\/p\u003e \u003cp\u003eBuilding pre-launch interest 146\u003c\/p\u003e \u003cp\u003eDevising a game-launch marketing strategy through social media 148\u003c\/p\u003e \u003cp\u003eLaunch Day: Aiming the Spotlight on Your Game 150\u003c\/p\u003e \u003cp\u003eReaching out to your current audience 150\u003c\/p\u003e \u003cp\u003eGrabbing media attention 154\u003c\/p\u003e \u003cp\u003eGiving influencers and bloggers a sneak peek 157\u003c\/p\u003e \u003cp\u003eUsing your existing social media channels (or not) 160\u003c\/p\u003e \u003cp\u003eGetting your game onto other sites 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Monitoring Real-Time Events and Data after You Go Live 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Capturing All the Data\u003c\/b\u003e\u003cb\u003e 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing a Portal to Your Data 168\u003c\/p\u003e \u003cp\u003eDeveloping your portal 168\u003c\/p\u003e \u003cp\u003eSecuring access 169\u003c\/p\u003e \u003cp\u003eBuilding your reports 172\u003c\/p\u003e \u003cp\u003eKnowing Which Data You Should Be Capturing 173\u003c\/p\u003e \u003cp\u003eProgress tracker 173\u003c\/p\u003e \u003cp\u003eInteraction 174\u003c\/p\u003e \u003cp\u003eDuration 174\u003c\/p\u003e \u003cp\u003ePercentage of new sessions 174\u003c\/p\u003e \u003cp\u003eGoal completions 174\u003c\/p\u003e \u003cp\u003eViews versus sessions 175\u003c\/p\u003e \u003cp\u003eBounces 175\u003c\/p\u003e \u003cp\u003eLocation 176\u003c\/p\u003e \u003cp\u003eReturning versus new 176\u003c\/p\u003e \u003cp\u003eReferrals 177\u003c\/p\u003e \u003cp\u003eFollowing the User Journey 177\u003c\/p\u003e \u003cp\u003eWatching all their moves 178\u003c\/p\u003e \u003cp\u003eLearning what the users don’t tell you 179\u003c\/p\u003e \u003cp\u003eGaining Valuable User Feedback 181\u003c\/p\u003e \u003cp\u003eProviding a dedicated feedback form 181\u003c\/p\u003e \u003cp\u003eInstalling live chat support 182\u003c\/p\u003e \u003cp\u003eRating your campaign’s performance 182\u003c\/p\u003e \u003cp\u003eCreating an online forum 182\u003c\/p\u003e \u003cp\u003eDisplaying positive customer feedback 183\u003c\/p\u003e \u003cp\u003eUsing polls 183\u003c\/p\u003e \u003cp\u003eMonitoring social channels 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Analyzing and Applying Data\u003c\/b\u003e\u003cb\u003e 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding the Why and How of Data Analysis 186\u003c\/p\u003e \u003cp\u003eExtracting Your Campaign Data 187\u003c\/p\u003e \u003cp\u003eSourcing your data 187\u003c\/p\u003e \u003cp\u003eLocating your data 191\u003c\/p\u003e \u003cp\u003eApplying Intelligent Big Data 191\u003c\/p\u003e \u003cp\u003eDeconstructing big data 192\u003c\/p\u003e \u003cp\u003eBenefiting from big data and data analysis 193\u003c\/p\u003e \u003cp\u003eGetting Help from Predictive Analysis 194\u003c\/p\u003e \u003cp\u003eInstalling a predictive analytics tool 195\u003c\/p\u003e \u003cp\u003eUsing predictive analysis 195\u003c\/p\u003e \u003cp\u003eMaintaining Control of Your Data 196\u003c\/p\u003e \u003cp\u003eKeeping your audience’s trust 197\u003c\/p\u003e \u003cp\u003eProtecting your data 198\u003c\/p\u003e \u003cp\u003eSecuring your database 198\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Avoiding Data Overload\u003c\/b\u003e\u003cb\u003e 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWatching Out for Maximum Capacity 201\u003c\/p\u003e \u003cp\u003eIdentifying the effects of crashing 202\u003c\/p\u003e \u003cp\u003ePreparing for increased traffic 203\u003c\/p\u003e \u003cp\u003eDealing with Data Failure 206\u003c\/p\u003e \u003cp\u003eIdentifying the cause 206\u003c\/p\u003e \u003cp\u003eFixing the problem 207\u003c\/p\u003e \u003cp\u003ePreventing problems from happening again and minimizing the damage 207\u003c\/p\u003e \u003cp\u003eApplying the Best Development Practices 210\u003c\/p\u003e \u003cp\u003eOptimizing the gamification code 210\u003c\/p\u003e \u003cp\u003eFocusing on the purpose of the data 212\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5: Preparing for Your Next Gamification Quest 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Failing Up: Learning from Your First Quest\u003c\/b\u003e\u003cb\u003e 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTaking a Hard Look at the Results 216\u003c\/p\u003e \u003cp\u003eUsing data to your advantage 216\u003c\/p\u003e \u003cp\u003eUsing analytics the right way 219\u003c\/p\u003e \u003cp\u003eResearching for the Future 221\u003c\/p\u003e \u003cp\u003eShaping the Future 225\u003c\/p\u003e \u003cp\u003eCleaning your data 225\u003c\/p\u003e \u003cp\u003eUsing artificial intelligence 226\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Relaunching Your Gamification Marketing Campaign\u003c\/b\u003e\u003cb\u003e 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Why You May Want to Relaunch Your Campaign 228\u003c\/p\u003e \u003cp\u003eTweaking Your Gamification Campaign 230\u003c\/p\u003e \u003cp\u003eChecking your exit points 230\u003c\/p\u003e \u003cp\u003eAssessing whether the gamification option you chose was right for you 231\u003c\/p\u003e \u003cp\u003eRedefining your target audience 234\u003c\/p\u003e \u003cp\u003eBuilding a seasonal version of your campaign 235\u003c\/p\u003e \u003cp\u003eKnowing When to Shut It All Down 239\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 6: The Part of Tens 241\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Ten Best Gamification Marketing Examples\u003c\/b\u003e\u003cb\u003e 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStarbucks: Starbucks Rewards 243\u003c\/p\u003e \u003cp\u003eChipotle: A Love Story Game 244\u003c\/p\u003e \u003cp\u003eNike: Nike+ FuelBand 245\u003c\/p\u003e \u003cp\u003eM\u0026amp;M’s: Eye-Spy Pretzel 246\u003c\/p\u003e \u003cp\u003eTarget: Wish List 247\u003c\/p\u003e \u003cp\u003eCitroën: Game of Scroll 247\u003c\/p\u003e \u003cp\u003eCoca-Cola: Shake It 248\u003c\/p\u003e \u003cp\u003eNetflix: Black Mirror: Bandersnatch 248\u003c\/p\u003e \u003cp\u003eNissan: CarWings 249\u003c\/p\u003e \u003cp\u003eMagnum: Pleasure Hunt 250\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Ten Common Gamification Marketing Mistakes\u003c\/b\u003e\u003cb\u003e 251\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOffering an Unengaging User Experience 252\u003c\/p\u003e \u003cp\u003eLeaving Your Audience Screaming, “Help!” 252\u003c\/p\u003e \u003cp\u003eHaving a Flawed Game Structure 253\u003c\/p\u003e \u003cp\u003eLeaving the User Waiting 253\u003c\/p\u003e \u003cp\u003eScoring Pointless Goals 254\u003c\/p\u003e \u003cp\u003eNot Establishing Clear Big Data Goals 254\u003c\/p\u003e \u003cp\u003eLooking Great on the Desktop, But Not So Much on Mobile 255\u003c\/p\u003e \u003cp\u003eNot Checking Up on Absentees 257\u003c\/p\u003e \u003cp\u003eMissing Out on Social Interaction 257\u003c\/p\u003e \u003cp\u003eLaunching without Marketing 258\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Ten Benefits to Gamifying Your Marketing\u003c\/b\u003e\u003cb\u003e 261\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding Brand Awareness 262\u003c\/p\u003e \u003cp\u003eIncreasing Reach 262\u003c\/p\u003e \u003cp\u003eInstantly Appealing to a Younger Audience 263\u003c\/p\u003e \u003cp\u003eDriving Engagement 264\u003c\/p\u003e \u003cp\u003eInjecting Fun into Your Brand 264\u003c\/p\u003e \u003cp\u003eInfluencing Customer Behavior 265\u003c\/p\u003e \u003cp\u003eAccruing Big (Customer) Data 265\u003c\/p\u003e \u003cp\u003ePersonalizing Brand Experiences 266\u003c\/p\u003e \u003cp\u003eBuilding Customer Loyalty 266\u003c\/p\u003e \u003cp\u003eGathering Great Customer Feedback and Research 267\u003c\/p\u003e \u003cp\u003eIndex 269\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eZarrar Chishti\u003c\/b\u003e is a software and games development consultant who has developed and marketed more than 500 games for companies all across the globe. As CEO of Tentacle Solutions, he consults with teams around the world to develop gamification options.   \u003c\/p\u003e\u003cul\u003e \u003cli\u003eApply game concepts to a marketing plan\u003c\/li\u003e \u003cli\u003eDevelop and launch your first gamification campaign\u003c\/li\u003e \u003cli\u003eAnalyze your data to build marketing strategies\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eBoost your marketing with a gamification strategy\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eEveryone loves to win, and that includes your customers. Connect with them and increase their loyalty through the irresistible elements of game play! This friendly guide helps you explore what types of games work best with your product, how to incorporate gamification into your marketing strategy, what to expect, and how to make use of the data generated. Whether you're a start-up business or an established leader in your market, you'll find great ideas and valuable help to develop and implement gamification marketing. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eInside...\u003c\/b\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003eGetting why gamification works\u003c\/li\u003e \u003cli\u003eRewarding your customers\u003c\/li\u003e \u003cli\u003eUnderstanding game development lingo\u003c\/li\u003e \u003cli\u003eCollecting and analyzing data from your game\u003c\/li\u003e \u003cli\u003eInterpreting consumer behavior\u003c\/li\u003e \u003cli\u003eTrying different types of games\u003c\/li\u003e \u003cli\u003eWorking with game developers\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989270806757,"sku":"NP9781119663973","price":29.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119663973.jpg?v=1761783458","url":"https:\/\/k12savings.com\/products\/gamification-marketing-for-dummies-isbn-9781119663973","provider":"K12savings","version":"1.0","type":"link"}