Antoine Blanchard, Deputy Managing Director at Relatia, and Fr\u00e9d\u00e9ric Rosier, Vice President, hosted a conference exploring relationship marketing and how brands can enhance it through engaging activations and special campaigns during the year-end period.<\/p>\n\n
For more than 10 years, Relatia has helped brands build stronger relationships with customers and prospects by bringing greater relevance and engagement to their digital campaigns \u2014 across eCRM, email marketing, push notifications, in-app engagement, special activations, and gamification.<\/p>\n\n
Talk to Relatia\u2019s relationship marketing experts<\/a><\/p>\n\n CONTACT A RELATIA EXPERT<\/a><\/p>\n\n Gamification is often associated with competitions and prize draws. But it goes far beyond that. At its core, it means applying the principles and mechanics of gaming to digital marketing. The primary goal is to deliver a distinctive customer experience that brings consumers into the brand\u2019s world. Rather than simply delivering an operational marketing message, gamification turns it into a more brand-led experience \u2014 inviting users to interact with the brand and stand out through personalization. <\/p>\n\n Whatever the format, the objective is to create engagement through the journey itself, the value of the offer, or the timing of the activation.<\/p>\n\n For most advertisers, 60% to 80% of annual business is generated during the final four months of the year, driven by major commercial moments such as Christmas, Black Friday, Cyber Monday, and Halloween. That does not mean brands should remain inactive for the rest of the year. <\/p>\n\n Quieter periods can instead be used to acquire new prospects and customers, who can then be re-engaged during key commercial moments through gamified activations designed to drive conversion.<\/p>\n\n Gamification can be deployed across websites, mobile web, and mobile apps.<\/p>\n\n KPIs typically focus on either conversion or brand awareness. Objectives may include generating revenue, building brand equity, educating audiences, or qualifying and enriching prospects. <\/p>\n\n However, these objectives should not be pursued simultaneously. A clear primary KPI is essential, as it determines the mechanics and structure of the experience. <\/p>\n\n Customer journeys vary from one business to another, depending on the objective, seasonality, and current business priorities. The underlying principle remains the same: give customers a compelling reason to engage, whether through an incentive or a reward. <\/p>\n\n The reward should naturally align with the brand universe to ensure that the resulting traffic matches the target audience. The activation should therefore be tailored to both the commercial moment and the product or service being promoted. <\/p>\n\n There are two key measures:<\/p>\n\n Conversely, when users are already on the website or in-store, a more sophisticated experience can be introduced to unlock upsell or cross-sell opportunities \u2014 for example, through an in-store activation amplified across social media.<\/p>\n\n Once prospects and customers have engaged with the experience, several CRM actions can be activated:<\/p>\n\n Talk to Ad4Screen\u2019s experts about your media campaigns<\/a><\/p>\n\n CONTACT AN AD4SCREEN EXPERT<\/a><\/p>\n\n Speed matters. Prospects and customers should ideally be re-engaged within 24 hours of their interaction, with a relevant next step or incentive to complete the desired action if they have not already done so.<\/p>\n\n Relatia designs tailor-made activations around your business objectives, technical environment, and customer journey, covering the entire process from strategy and creative concept through to deployment and performance.<\/p>\n\nWhat is gamification?<\/strong><\/h2>\n\n
What objectives can gamification support?<\/strong><\/h2>\n\n
How should the user experience be designed and measured?<\/strong><\/h2>\n\n
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What comes next once the activation is live?<\/strong><\/h2>\n\n
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What are the key recommendations for year-end activations?<\/strong><\/h2>\n\n
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