Interactive marketing is vital for all types of businesses. Below will display how our interactive experience boosted our client British Airways in today’s case study!
British Airways (BA) is the largest airline in the United Kingdom. Earlier this year, BA partnered with Comic Relief to create their ‘Flying Start’ campaign. British Airways want to help give children in the communities which they fly to have a brighter future.
British Airways needed an interactive platform where customers could engage with their campaign and decide how their £200,000 bursary should be distributed across the UK and international charities.
The four categories were: Domestic and gender-based violence; Homelessness and street children; Employability and education using sport; and HIV and AIDS.
Participants watched a video for each category, detailing its importance to help them make their decision. After this, they chose the category they thought most needed BA’s help.
The final screen thanked participants for voting and gave them the opportunity to donate to Flying Start. So far, British Airways have raised £16,256,000.
Objectives: Customer insight and engagement Increase donations
All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion.
Types of data
Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.
These three well known types of data are: > First-party data is any information that is collected through a direct relationship with a consumer. > Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business. > Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).
The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.
Another problem is data Privacy. Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.
Following these events Forrester introduced the term zero-party data defined as follows:
“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.” – Forrester
Why is zero-party data hot?
As competition grows marketers face increasing pressure to deliver personal experiences to engage.
Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent.
Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return.
Zero-party data is based on concepts of privacy and value.
Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.
Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation.
By taking the zero-party data path, marketers build direct relationships with consumers. As a result, marketers better personalise marketing communications and product recommendations.
When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange.
To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …
Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.
For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology.
Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data.
For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.
Are you looking to increase your sales and customer engagement? Drive sales from existing customers?
If you feel like your current method of interacting with customers and acquiring them isn’t engaging and not successful enough look no further!
In recent years gamification has been trending as a way of exceptional support for user engagement and a great enhancement for customer experience.
In this post, we provide you with a basic grasp on gamification and how you can harvest it’s potential to effortlessly augment your services.
This is mostly due to its intrinsically motivating nature, by giving a “gameful” experience, hence the name gamification. Its goal is to further desired behaviours by invoking a psychological experience, just like games do.
The future of customer engagement involving gamification?
The answer is simple yes, many believe this is the next generation method for marketing and customer engagement. In 2014 Hamari, Kivisto & Sarsa conducted a literature review into the effects of gamification and found 8000+ studies.
According to their results, it does have positive effects and benefits. They also found that removing gamification might have detrimental effects.
Furthermore, positive experiences from gamification on engagement and enjoyment were reported in all of the studies. The results hold important implications for crucial marketing metrics, that largely pertain to an increase in quality of the service and user activity.
Context matters, but don’t worry we can help!
Does it really work? the literature review suggests that, indeed, it does work. However, studies suggest that the context of the service might be an essential precedent for engaging gamification.
We provide you with an easy-to-use platform to create gamified experiences, that was created with the consumer needs and expectations in mind.
Implications for managers
What does it mean for your company? Don’t fall behind your competitors and provide an outstanding encounter for your buyers.
ODICCI can help you with adding a gamified layer to your core activity or assist you in customising your existing systems. Using our expert services you as well can create engaging and appealing content.
Central England Co-Op uses an interactive “tinderesque” swipe survey to boost engagement and to collect customer preferences.
This swipe survey allows Central England Co-Op to build a direct relationship with their customers.
It helps them better personalise their marketing efforts, services, offers, and product recommendations.
As the results come directly from their customers, there are no intermediaries and no guesswork.
No spamming customers with ads for products they have already bought or do not intend to purchase.
The swipe survey running behind an email marketing campaign drove a 28% Click Through Rate with a 20% of surveyed customers sharing their preferences. The swipe survey is a great experience to boost engagement.
Customer preferences are then directly fired to their marketing automation platform. This enables the email marketing team to trigger personalised recommendations.
With the Odicci platform you can discover what customers intend to do or buy in the future. As the data collected is intentionally and proactively shared by customers.
Collecting customer motivations, intentions, interests and preferences at scale allows for a personalised customer experience.
To collect data required to improve personalisation, customers need to be entertained, engaged.
By leveraging the right mechanics customers will tell what products they desire, what they look for in a service, and what motivates them to purchase.
This type of data is zero party data. Zero party data is collected directly from customers. And not by using tracking pixels, cookies or cross-device identification.
As a result zero party data is accurate information, not inferred.
Summer goes hand in hand with fun times for many reasons. This often the time people spend on holidays and online shopping tends to slow down in the summertime whilst people are travelling and enjoying outdoor fun.
According to Forbes most e-commerce stores, summertime means lower revenues, with gross sales dropping by 30% from top sales months like December. It is important to stay ahead of the competition to sustain business growth.
The smash experience is popular for your audience. It allows your audience to get tips, or just see your products from a new perspective. Watching your products in action can help them make more educated decisions.
The Wheel of Fortune (Summer)
The Wheel of Fortune is an excellent way to grab your audience attention. The experience allows lead capture, improve conversations and create an emotional connection.
The sunshine Quiz
The quiz is a lovely way to build a relationship with your audience. The audience plays for points, and a leaderboard shows everyone who is in the lead. With fun elements attached to the experience, your brand stands out.
This experience provides valuable insights from your audience. It gives a deeper understanding of their preferences. This fits with the general idea of the profiler and led to a very strong conversion rate for your brand.
Peel to Reveal Summer
The experience allows you to interact with your audience in a fun and exciting manner. Thinking outside of the box makes you stand out and drive more revenue.
The experience is an excellent way to draw new subscribers and turn them into consumers. The experience helps to make it more memorable and more engaging.
The experience generates a demand for your products by adding gamification elements to your content and sweepstakes. Show off your latest products and discounts to keep your audience excited and informed.
Memory sunshine game
One of the best ways to reinforce new information is to give people the opportunity to use that information in some way. The audience will be able to differentiate your products from the competitors.
The experience is pure fun for your audience. The lights flash, bells ding, and bumpers thump as the points rack up making it easy to focus on the game and lose track of everything else.
Summer Selfie Experience
This experience allows you can encourage your visitors to utilise your product. Create a photo contest in which your visitors will share the photo of their makeup.