Many people recoil at the words badge or mayor: "pff, who has time for that? I have real work to do" they say, as they whip out their Gold Starbcks card, revealing a walletfull of point awarding credit cards. This article addresses the need to speak the language of your audience and to understand their true motivators.
No different from any marketing campaign, you can't just throw a canned tactic at your customers and expect them to rush to your desired result. Sadly, this is a common downfall of excessively touted new shiny concepts (whether new or not, by the way): too many eager marketers will jump to adoption without reflection and preparation, diving headlong into failure, and will end up giving said new concept a bad rap.
This is what I fear for "gamification", a concept that is powerful and holds life-changing potential, but that is widely misunderstood.
This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com)
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