Data capture is essential for businesses to grow and boost sales. Below we display how our interactive experience enhanced Makepostive’s database!
Makepositive is a consulting partner of Salesforce; they design, implement and maintain all Salesforce clouds.
The worldwide known brand also experts in Force.com, Heroku.com and Amazon Web Services.
The company wanted to capture more personal insights and re-engage their audience. The aim was to be in their customers faces more often and develop a campaign that would do exactly that!
We worked together launching a prize draw campaign to be implemented at Salesforce’s annual world tour.
We designed a flyer for to attendees of the event. The flyer gave the recipient a unique code and instructed them to visit the website and enter their code for a chance to win their own ‘Sidbot’ robot.
Using ODICCI live reporting throughout the event, we saw that there were only 52 registrations by 3 pm. We decided to reduce the number of data fields to six and found that by 3:55 pm, entries had doubled to 102.
We learned that businesses should not demand too much information during the data capture process as customers are less motivated by this and are less likely to engage.
Businesses aim for the same results which are to boost database and sales! this is very common for businesses in all types of industries.
Mi&Co wanted to connect and boost engage their customers with an interactive promotion during the busy summer months to increase their database and their sales.
Mi & Co worked with ODICCI to create a scratch card campaign with unique codes. The scratch the card and revealed whether the participant had won something but does not tell them what.
Using their unique code, the participant visits a landing page created in ODICCI, with the URL www.miandoco.es/win. The participant would enter their unique code and start capturing data using capture sequences.
To conclude an email is send to the client to allow them to claim their prize.
The data obtained is stored in our CRM platform. Mi & Co had access to the data obtained in the campaign at all times.
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.
The experience ensures that the interaction is fun to keep them playing. That means keeping the sales messaging light or even non-existent. First, give them something they love. The trust and confidence in your brand will follow.
School Wheel of Fortune
Spinning the wheel is an exceptional way to grab your audience attention. The interactive experience is to assist you to grow your email list, lead to capture and improve conversations.
The School Quiz
You can make quizzes use them to educate people about your products. You might run a quiz that people answer questions to reveal which of your products is the best fit for them.
Peel to Reveal
The fun and experience enable you to interact with your audience in a fun and exciting manner. The experience allows you to stand out and drive more revenue.
Memory Sunshine Game
The memory game can help you provide tangible value that will draw in lead and prospects. The experience will entice them into forging a more meaningful connection with your brand.
Gift Finder (Find the Uniform)
These types of experiences allow you to understand your audience’s preference in your products. The experience generates a report card, participants can compare their results to their peers.
School Swipe to Reveal
the swipe experience enables you to format and ask the audience in your audience about experiences with their children. Participants have to “swipe” left or right to answer your questions.
The interactive experience is pure fun for your audience as the points rack up making it easy to focus on the game and lose track of everything else. The pinball experience is an exciting manner to improve loyalty, and also retention for your brand.
School Selfie Experience
The fun and interactive experience enable visitors to utilise your product contest in which your visitors will share the photo of their makeup.
Encourage your audience to vote for the most stunning makeup and reward the winner. An original way to promote your products and boost your customer engagement.