Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests

3,47 valoración promedio
( 128 valoraciones por Goodreads )
 
9780470562239: Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests

Harness the power of games to create extraordinary customer engagement with Game-Based Marketing.

Gamification is revolutionizing the web and mobile apps.

Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards – these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities.

Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga’s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as:

  • Why good leaderboards shouldn’t feature the Top 10 players.
  • Most games are played as an excuse to socialize, not to achieve.
  • Status is worth 10x more than cash to most consumers.
  • Badges are not enough: but they are important.
  • You don’t need to offer real-world prizing to run a blockbuster sweepstakes.

And learn even more:

  • How to architect a point system that works
  • Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges
  • Maximizing the value and impact of badges
  • Future-proofing your design
  • Challenging users without distraction

Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade’s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun.

Are you ready to play?

"Sinopsis" puede pertenecer a otra edición de este libro.

Review:

Advertising is dead. You may not realize it, but you and everyone you know engages, possibly unsuspectingly, in some form of a game multitasking as an ingenious marketing device. Game-Based Marketing illustrates the pervasiveness of games today in business marketing, and how to better use them to create an engaged and loyal customer base. Game-Based Marketing will:

  • Explain the growing phenomenon of game-based marketing and how it works
  • Show marketers how to develop games to incorporate into their marketing strategy
  • Share fascinating examples of marketing games already in play including Jigsaw.com; Chase Picks Up The Tab; the iconic McDonald’s Monopoly Game that reportedly generates nearly one-hundred million dollars in incremental revenue per year; and United Airlines Mileage Plus where team pint competitions and real-world scavenger hunts for miles accrue millions annually.

Provocative and instructive, Game-Based Marketing’s message is clear: Use the tools in this book to put games in your marketing mix now... or you’ll be out of the game altogether.

Top 5 Ways to Gameify Your Business

From Foursquare on the iPhone to an online game of Farmville, not to mention the frequent fliers popularized in the Academy Award nominated film, Up in the Air, playing "everyday games" has become nothing short of a pop culture obsession. Driving unprecedented consumer engagement to smart brands like Chase and the US Army, loyalty programs and marketing games are marketing’s best bet for the future of advertising.

It’s easier than you think to bring the power of games to your business. Using the breakthrough lessons in Game-Based Marketing, you can start adding game mechanics to your marketing mix in 5 easy steps:

1. What consumer behavior are you trying to drive? Don’t just think about broad or bottom line objectives (“more engagement”, “greater brand exposure”) when considering ways in which you’d like to effect the behavior of your consumer base, but instead, focus in on easy-to-achieve activities that will have an overall impact on your bottom line. For example: incentivize the sending of product endorsements to friends. The more specific you can be, the easier it is to build game mechanics around. Some behaviors are best left un-incentivized, however, a topic we cover closely in Chapters 1 & 2.

2. Assign points to those behaviors. Think about how much value each of the behaviors has to your business and assign points to each action accordingly. Points should be weighed relatively, so if opening a new account is ten times more valuable than clicking on an advertiser’s link, make sure the point system reflects that reality. Want to learn more about just how point systems function? Check out Chapters 3 & 4.

3. Create a leaderboard to display points. Just like the Employee of the Month plaques at restaurants, create a socially-networked leaderboard that allows users to feel like they are accomplishing something relative to their friends and peers—A little encouragement goes a long way. You’ll find a plethora of leaderboard dos & don’ts in Chapter 4.

4. Develop challenges and message them. Just like Frequent Flyer promotions, creating simple challenges can have a profound effect on user behavior once they are connected to your community. Keep your challenges fresh and topical by knowing your players – Chapter 7 gives you riveting insight on exactly who is playing.

5. Make “fun” your goal! Whether your business is finance or funerary, making fun a principal objective will substantially increase consumer engagement and generate remarkable new revenue opportunities. Chapter 8 shows you the future and how Generation G – today’s tweens – are driving ‘funnovation’ in every industry.

There are plenty more tips in store – from why cash, or even real-world prizes just don’t matter as much as you think, to how you can compete against well-funded incumbents without much capital. Buy Game-Based Marketing today and learn the key secrets of leading-edge marketers - and how you can harness the power of games in your mix to create, engage, and excite your customers.

From the Inside Flap:

TV advertising has "jumped the shark." Online advertising and marketing promises to fill the gap, but despite enthusiasm for buzz-generation and the value of social networks, no one has outlined a workable marketing model that actually leads to reliable revenue . . . until now.

Written by videogame innovator and entrepreneur Gabe Zichermann and writer Joselin Linder, Game-Based Marketing explores "Funware," a new model for incorporating and leveraging games and game mechanics to reach today's customers. Behaviorally based, Funware will give you strategic insight into the deep-seated impulses and habits that drive our socially networked marketplace.

In this groundbreaking guide, you'll discover which game-based marketing programs have already generated millions in revenue and produced the world's most loyal and engaged customers. You'll get a firsthand look at how this powerful approach applies to the new world of social media. Most importantly, you'll see how to create game-based marketing plans that measurably increase both sales and profits.

Game-Based Marketing gives you practical guidance on adding games and gaming concepts to your marketing toolbox, including:

  • How to cut through the media noise to use games more effectively

  • Why "free to play" designs are irresistible to customers and lead to long-term revenue

  • How to leverage the passive games people are playing every day without even realizing it

  • How to create virtual economies and link them to your real-world business objectives

  • Who the different types of gamers are, and how to reach them—even when they're not "intentionally playing"

  • How to use games internally to motivate employees and boost sales

  • How to find the best game-based techniques for communicating with youth markets

  • And much more

Filled with case studies from leading brands such as NBC, United Airlines, the U.S. Army, and more, Game-Based Marketing examines how Funware delivers results today and will be an integral marketing channel tomorrow. Use the tools in this book to reinvent your marketing strategy, or you might be out of the game altogether.

"Sobre este título" puede pertenecer a otra edición de este libro.

Los mejores resultados en AbeBooks

1.

Zichermann, Gabe; Linder, Joselin
Editorial: Wiley (2010)
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Tapa dura Cantidad: 1
Librería
Light House
(Hayward, CA, Estados Unidos de America)
Valoración
[?]

Descripción Wiley, 2010. Hardcover. Estado de conservación: New. Nº de ref. de la librería B29S2-58

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 5,28
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,04
A Estados Unidos de America
Destinos, gastos y plazos de envío

2.

Gabe Zichermann, Joselin Linder
Editorial: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Tapa dura Primera edición Cantidad: 1
Librería
The Book Depository
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. Harness the power of games to create extraordinary customer engagement with Game-Based Marketing . Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards - these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn t feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important.You don t need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?. Nº de ref. de la librería AAH9780470562239

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 14,40
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

3.

Gabe Zichermann, Joselin Linder
Editorial: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Tapa dura Primera edición Cantidad: 1
Librería
The Book Depository US
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. Harness the power of games to create extraordinary customer engagement with Game-Based Marketing . Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards - these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn t feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important.You don t need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?. Nº de ref. de la librería AAH9780470562239

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 14,42
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

4.

Gabe Zichermann; Joselin Linder
Editorial: John Wiley and Sons
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Cantidad: > 20
Librería
INDOO
(Avenel, NJ, Estados Unidos de America)
Valoración
[?]

Descripción John Wiley and Sons. Estado de conservación: New. Brand New. Nº de ref. de la librería 0470562234

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 12,03
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,00
A Estados Unidos de America
Destinos, gastos y plazos de envío

5.

Gabe Zichermann; Joselin Linder
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Cantidad: 2
Librería
BWB
(Valley Stream, NY, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: New. Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería 97804705622390000000

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 15,18
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío

6.

Zichermann, Gabe; Linder, Joselin
Editorial: Wiley
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Tapa dura Cantidad: 1
Librería
Your Online Bookstore
(Houston, TX, Estados Unidos de America)
Valoración
[?]

Descripción Wiley. Hardcover. Estado de conservación: New. 0470562234 Ships promptly. Nº de ref. de la librería GHT3582.2ANRA092816H0110A

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 15,55
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío

7.

Gabe Zichermann and Joselin Linder
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Cantidad: 1
Librería
Castle Rock
(Pittsford, NY, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97804705622391.0

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 14,46
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,42
A Estados Unidos de America
Destinos, gastos y plazos de envío

8.

Gabe Zichermann, Joselin Linder
Editorial: John Wiley and Sons Ltd
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Tapa dura Cantidad: 2
Librería
THE SAINT BOOKSTORE
(Southport, Reino Unido)
Valoración
[?]

Descripción John Wiley and Sons Ltd. Hardback. Estado de conservación: new. BRAND NEW, Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests, Gabe Zichermann, Joselin Linder, Harness the power of games to create extraordinary customer engagement with Game-Based Marketing . Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards - these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga's Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn't feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important. You don't need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade's worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?. Nº de ref. de la librería B9780470562239

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 12,15
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 7,74
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

9.

Gabe Zichermann, Joselin Linder
Editorial: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Tapa dura Primera edición Cantidad: 10
Librería
Book Depository hard to find
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Estado de conservación: New. 1. Auflage. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Harness the power of games to create extraordinary customer engagement with Game-Based Marketing . Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards - these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn t feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important.You don t need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?. Nº de ref. de la librería BZV9780470562239

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 20,16
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

10.

Zichermann, Gabe; Linder, Joselin
Editorial: John Wiley and Sons Ltd (2010)
ISBN 10: 0470562234 ISBN 13: 9780470562239
Nuevos Tapa dura Primera edición Cantidad: 2
Librería
Valoración
[?]

Descripción John Wiley and Sons Ltd, 2010. Estado de conservación: New. 2010. 1st Edition. Hardcover. Advertising is dead. So how to you reach your elusive, media-cynical, social media-obsessed customers? With games. Game-Based Marketing makes professionals aware of how pervasive games are today, how large a role they are playing in business marketing, and how to better use "funware" to create an engaged and loyal customer base. Num Pages: 240 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 236 x 160 x 23. Weight in Grams: 432. . . . . . . Nº de ref. de la librería V9780470562239

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 20,76
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Irlanda a Estados Unidos de America
Destinos, gastos y plazos de envío

Existen otras copia(s) de este libro

Ver todos los resultados de su búsqueda