{"id":187,"date":"2010-09-14T10:03:39","date_gmt":"2010-09-14T10:03:39","guid":{"rendered":"http:\/\/www.eqsim.com\/blog\/?p=187"},"modified":"2010-09-15T06:02:02","modified_gmt":"2010-09-15T06:02:02","slug":"relevance-to-product-an-unstated-key-consideration-in-game-based-marketing","status":"publish","type":"post","link":"https:\/\/www.eqsim.com\/blog\/relevance-to-product-an-unstated-key-consideration-in-game-based-marketing\/","title":{"rendered":"Relevance to Product: an Unstated Key Consideration in Game-Based Marketing"},"content":{"rendered":"

I was just talking with my friend Nick about the power and prevalance of game-based marketing, having read recently Gabe Zichermann’s and Joselin Linder’s book, Game-Based Marketing<\/a>.\u00a0 The ideas have been around for a long time, as the authors point out, and sometime later I will make a post with a more detailed review\/commentary on their interesting points.<\/p>\n

My conversation reminded me that one of the points I believe missed in that book, and one I see missed in general regarding games in marketing: successful game elements for product marketing really should focus on relevancy to the product.\u00a0 I think frequent-flier programs hit the nail on the head because the point accumulation is directly tied to the flight\/travel product.\u00a0 I have made this point in previous posts, but I am capturing the thought more succinctly here as a metric: how relevant to the product is any game element being considered for us.\u00a0 Similarly, the marketer has to ensure the experience (delivered through the elements) is relevant to the viewer\/operator — that really is the same point we see a lot of people making about defining buyer personas (which I first read about from David Scott Meerman).<\/p>\n

In summary, two critical points in making successful use of game elements to product marketing are:<\/p>\n

    \n
  1. Making the game elements relevant to the product’s capability to solve real problems<\/li>\n
  2. Make the overall experience relevant to the buyer’s\/viewer’s problem and motivation.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    I was just talking with my friend Nick about the power and prevalance of game-based marketing, having read recently Gabe Zichermann’s and Joselin Linder’s book, Game-Based Marketing.\u00a0 The ideas have been around for a long time, as the authors point out, and sometime later I will make a post with a more detailed review\/commentary on\u2026 Read More »<\/a><\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[31],"tags":[],"_links":{"self":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/187"}],"collection":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/comments?post=187"}],"version-history":[{"count":3,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/187\/revisions"}],"predecessor-version":[{"id":190,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/187\/revisions\/190"}],"wp:attachment":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/media?parent=187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/categories?post=187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/tags?post=187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}