Audience engagement

Gamification, the driving force behind successful marketing campaigns

by Agnes Constant | Mar 31, 2023 | Audience engagement, Captivate the audience, Collect data

Gamification marketing means creating interactive experiences to capture the attention of audiences, collect data and activate it.

Today, brands are seeking innovative marketing solutions that can address new challenges, especially in a context where advertising needs to reinvent itself (end of third-party cookies). Gamification is one of the tools available to marketing teams to communicate differently.

Let’s find out in more detail how gamification can become the driving force behind the success of your next marketing campaigns.

What exactly is gamification marketing

This technique involves integrating game elements into an overall marketing strategy, with a view to increasing consumer engagement and boosting sales. Brands create interactive and playful experiences for their customers. By interacting with the content, they remember them more easily.

To understand gamification in very concrete terms, let’s take the example of a game. Let’s imagine an advertisement for a pen. In a traditional advertisement, the brand simply displays a photo of the pen. The pen is highlighted by a colorful and attractive design. In a gamified ad, the pen invites web users to play a game of tic-tac-toe. By clicking on a button, they are immersed in an interactive experience with the product. If they succeed in the game, they can win a discount voucher to buy the product.

There are many different competition game mechanics. There are gauges, scores, league tables, instant wins, countdowns, scratch-offs, casino games, quizzes and polls, and so on. These fun and creative animations can be adapted ad infinitum according to the objectives of the brands and the knowledge of their audience.

We will now look at the benefits of gamification for advertising strategies.

The 4 benefits of marketing gamification

Catch the attention and getting to be known

The first challenge for brands is to stand out from the competition. The aim is to increase visibility and brand awareness, attract new customers, introduce a new product, etc.

With online games and challenges integrated into the advertising device, visitors pay much more attention to the message. A customer who has a fun and enjoyable experience on a site will remember the brand longer. This can go far as to create an emotional bond, influencing the decision to buy.

As far as events are concerned (whether on social networks, a website or a newsletter), recurring high points such as Christmas, Easter, etc, help to reach a wide audience. Audiences are brought together in a festive atmosphere that encourages play. The brand can also create its own highlights (brand anniversary, organised event, trade fair, etc.).

Engaging audiences

It’s undeniable that audience engagement is greater when content is interactive. The reason is simple. Games offer a fun action that attracts the visitor’s attention before asking them for specific information of action. For example, giving their contact details, installing an app, or giving their opinion in a survey. This is the first step in establishing a brand-consumer relationship.

Interactive games can be used to encourage users to explore a company’s products and services, for mechanics that highlight the features or benefits of the products (quizzes, shopping lists, etc.).

They are also engaging in terms of the time spent with the brand, thanks to mechanisms that capitalise on the spirit of competition (score-based games, gauges, etc.). Finally, the appeal of a gift or promotion revealed at the end of the campaign can generate massive number of new leads.

In the example below, Leroy Merlin launched an operation to survey its audiences about their ranges, while recruiting new leads. In total, over 3.5 million clicks and opinions were collected.

Boost conversions

Interactive games are also an excellent way of boosting conversions, through the distribution of attractive discounts. These prizes are offered as part of a 100% winning scheme, where each participant automatically receives a voucher. Brands can also offer gift vouchers in exchange for proof of purchase. This encourages customers to buy more products by playing the campaign again.

As well as driving participants to the website for immediate consumption, these game campaigns can also support a period of in-store promotions. Consumers are encouraged to buy more products to increase their chances of winning the reward.

Finally, thanks to the installation of conversion pixels, it is possible to directly measure the sales generated by a game campaign. This feature is particularly useful for brands that want to closely monitor the results of their campaign and evaluate its effectiveness.

Collecting and activating data

By using interactive games as part of their marketing strategy, brands can collect data on consumer preferences and buying habits. This data on existing and potential customers enriches their CRM database. This in-depth knowledge of customers enable brands to personalise their communications. Loyalty programs, for example, offer rewards for repeat purchases. This encourages customers to remain loyal to the brand and buy more products.

In addition, the data collected can also help brands to recruit new leads and acquire new customers. The information collected via interactive games can be used to create more effective and better targeted advertising campaigns. Brands can also use this data to create programmatic lookalike audiences to expand their base of qualified prospects.

By using this information to improve their product and service offering, brands can increase their conversion rate and sales while strengthening their relationship with consumers.

Conclusion

In short, gamification is a powerful marketing strategy for stimulating customer engagement, generating leads and collecting qualified data. Brands that choose to integrate interactive games into their marketing strategy enjoy a significant competitive advantage in the marketplace.

A tool like Adictiz, for example, enables you to create and distribute these interactive formats, give them media coverage, manage data collection and integration into your CRM, and finally activate the data. Relying on a comprehensive platform for launching gamified campaigns means making the choice of performance, with formats tailored to each message.

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What is first-party data?

by Audrey Edart | Mar 30, 2023 | Collect data, Conversion

If you’re looking to collect valuable and reliable data, or are curious to find out more about first party data, then you’ve come to the right place. Find out how it can be useful to businesses and its crucial role in the world of modern marketing.

SUMMARY

What is first-party data?
The role of first-party data
The different uses of first-party data
Conclusion

What is first-party data?

This data is collected from customers whenever they interact with a brand. By buying products or signing up to a loyalty program, for example. This information can be used to improve the customer experience on the merchant site or to send personalised offers to a database. It may include information such as name, age, telephone number or e-mail address.

Considered to be the most reliable source, the collection of first-party data is a highly prized objective for marketing teams.

Description of the data collection process

Collecting data, although systematic in marketing, is not trivial. We’re talking about sensitive information, but it’s also a commercial issue for companies.

The first step is to identify what the company needs. This could be information about the location of their prospects and customers, or their age.

Once the needs have been identified, the format for collecting the information needs to be chosen. This can be a form or a survey.

First party data in digital marketing

Data collection strategies have become commonplace for marketers. Indeed, the digital sector has grown considerably in recent years, and some abuses have been reported.

Respect for privacy is a subject that is affecting more and more users. Users are increasingly demanding about how their data is used, which explains the recent restriction on third-party cookies on various browsers. Google has announced the end of these cookies in the face of growing mistrust on the part of Internet users. It is therefore urgent for marketers to find new solutions that are more respectful of both data confidentiality and the environment.

This is why it is a real asset for marketers.

A valuable source of data

First-party data is a collection strategy that is now very popular in digital marketing. Why ? Simply because information submitted voluntarily is qualifying data.

Thanks to customisable forms, it is possible to collect the data that brands need. Whether it’s to generate leads or to get to know your customer base better, it is a valuable source of information. Collected transparently, it contains valuable and reliable information.

The role of first-party data

A stronger relationship with the customer

Getting to know your customers is the key to forging closer links and building loyalty. Offering personalised content or offers is what today’s users expect.

Participating in campaigns and voluntarily filling in information on a form provides a transparent data collection solution.

A more effective way of prospecting

Collecting first-party data enables companies to better understand their customers’ needs and preferences. However, this strategy can also identify the prospects most likely to become customers of the brand. Based on online behaviour and purchase history, companies can create target audiences for subsequent conversion. Offering personalised offers and getting prospects to spend time with the brand can make all the difference.

Better control of customer relations

First-party data collection has the advantage of being both reliable and transparent. Thanks to this strategy, companies can capture their customers’ intentions as well as any relevant information. This makes it possible to propose personalised content or offers and respond to potential customer needs. It’s an ideal way of improving the relationship between the company and its customers.

The different uses of first-party data

This is a powerful tool for companies and brands to better understand and target their customers. It can be collected from a wide range of sources, including websites, mobile applications and social networks. It is a source of data that companies can collect, analyse and exploit. This makes it easier for them to improve their products or services, their advertising campaigns and their marketing strategy. The Swiss army knife of data can be adapted to any situation!

First party data, very useful for your marketing team

It has become an indispensable tool for marketing teams. Data collection helps marketers to better understand customer journeys, discover the most effective communication channels and identify weak points in the customer experience. This enables marketing teams to implement more effective and profitable campaigns, while improving the overall customer experience.

This strategy is also effective for identifying market trends and preparing future collections or campaigns.

Analysing customer behaviour

By collecting information voluntarily provided by users, it is possible to create detailed customer profiles for analysing purchasing behaviour. First party data includes information on past purchases, shopping baskets created on the merchant site and comments left on the site.

Through the use of this data, a conversation takes place between the company and its customers. Customers talk to you, and if they are listened to, you can build loyalty and ensure that your marketing actions are effective.

Easier to improve conversion rates

Improving conversion rates is a real challenge for businesses. By using first-party data, you can distribute targeted offers to trigger purchases. Thanks to the valuable information collected upstream, you can respond to customers’ real needs.

Conclusion

In conclusion, gearing your strategy towards the collection of first-party data allows you to develop an ethical and more transparent approach. It is essential to listen to users’ concerns, while taking into account the changes on the horizon in terms of digital marketing.

This will enable companies to strengthen customer relations by learning about their preferences and purchasing intentions. What’s more, personalising offers and improving the customer experience will only improve the conversion rate!

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Using marketing games effectively to promote a product

by Audrey Edart | Mar 17, 2023 | Audience engagement, Conversion

Promote a product is a key strategy for your brand’s sales and marketing challenges. It accompanies the product throughout its development from the moment it is created and involves all your communication channels. Marketing games are an excellent advertising medium for promoting a product. Find out how to use marketing games effectively at every stage of your product’s sales cycle.

SUMMARY

The teasing game to announce the launch of your product
The game to accompany your to promote a product
The game to promote a product on the shelf or on the merchant site
A game to highlight the highlights of your product
The game to assess your brand awareness and boost your product sales

The teasing game to announce the launch of your product

Objective: To create a buzz

The art of teasing allows you to create a buzz during the pre-launch period, even before the official release of your new product. Whether it’s a new arrival in the catalogue or an improvement to an existing product. At this stage, the marketing competition can be used in a variety of ways to create expectation and need.

Encourage consumers to discover its name, shape or packaging.
Use a hashtag to spread the word about the campaign on social media
Offer customers the chance to preview the product
Solicit feedback from your community and make final improvements to your product before launch
Gather data on interested players so that you can personally retarget them on the product once it has been released.
Inform players interactively and offer pre-orders
Benefit from potential press coverage thanks to the buzz generated by the originality of your teasing game

Launch your marketing game at least 3 weeks before the launch to promote a product and engage users with it.

The game to accompany your to promote a product

A promotional tour on the agenda?

The life of a product is often punctuated by demonstrations, events and trade fairs to get as close as possible to the target consumers and distributors. These are all opportunities for your brand to make its voice heard by accompanying these events with a marketing competition.

How can you reap the benefits of marketing games?

This allows you to do 2 things: generate traffic to your stand during off-peak periods and collect visitor data during busy periods. It is sometimes difficult at these events to be available for all the visitors. Offer an attractive flash game, and take advantage of the traffic peak to invite interested parties to leave their contact details in just a few clicks via your game. It’s an effective way of exploiting contacts at the end of the roadshow and analysing the event afterwards!

The game to promote a product on the shelf or on the merchant site

The power of multi-channel to promote a product

Launch a multi-channel competition to promote your product to consumers at any time, wherever they are. Mobile phones are at the heart of the operation, and the aim is to create a link between the various devices to maximise participation rates.
Put your points of sale to work, for example. To stand out on the shelves, brands are getting closer to their network of distributors and putting in place special operations at the point of contact with consumers. It is becoming increasingly common to find competitions on point-of-sale displays, in product packaging or on till receipts. Add game banners to your e-commerce site and relay them on your social networks to give them a viral dimension.

A game to highlight the highlights of your product

Marketing calendar or chestnut: it’s essential to use it

Fashion, Sport, Culture and Festivities… Our seasons are full of traditional highlights and emblematic rituals. At least 3 a month, there are plenty of opportunities to promote a product in a fun and festive atmosphere!

Some products are naturally associated with special events, such as duo packs for Valentine’s Day, while others feature flagship packaging. These are generally strategic products, requiring a substantial budget and a great deal of forethought.

In addition to this, you can promote any product by dressing it up seasonally using marketing games. This lever allows you to quickly and easily adapt your branding to all these occasions and deploy it across all your communication channels. An effective cross-channel marketing strategy!

The game to assess your brand awareness and boost your product sales

Have you thought about participatory marketing?

Game marketing is above all interactive. Based on the goodwill of the players, it relies on genuine brand-consumer exchanges. It is therefore an ideal medium for soliciting users’ opinions, or even getting them to contribute in a participative marketing approach. Marketing competitions can be used in a number of ways to gauge the awareness of your products: sound out your users’ opinions, ask them about their preferences using Votes, or draw on their creativity using User Generated Content.

Data at the heart of your strategy

The data from your gaming campaign will then enable you to identify which products should be promoted to which consumers as a priority. Send them personalised incentives such as discount vouchers or money-back offers to strengthen your relationship marketing. All the more reason to boost conversion rates!

The marketing game supports your product promotion strategy at every stage, with a focus on customer proximity:

Increase & reinforce awareness of your product to make it better known
Increased visibility on point-of-sale shelves and e-commerce sites
Have the user try out your product
Increase the frequency of product purchases and build consumer loyalty

Are you in the process of launching a product? Test the marketing game with us!

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Our advice for a successful interactive campaign

by Agnes Constant | Feb 27, 2023 | Audience engagement, Engagement, Engagement, Audience engagement

Every marketing plan, whatever the sector, begins by defining its objectives. These can be many and varied: raising awareness of your offer, increasing sales, etc. To achieve theses objectives, it is customary to plan several marketing campaigns of various kinds throughout the year. here, we’re going to take a look at marketing gamification.

Interactive advertising campaigns stand the best of time, thanks to their many advantages: variety of mechanics, great capacity for personalization according to objectives, and ease of distribution. But to achieve ten times the performance of more standard campaigns, it’s important to be aware of a few essential best practices.

Here are 8 tips for a successful interactive campaign, from conception to delivery to audiences.

SUMMARY

Take the time to choose the right game mechanics
Optimise the entry form
Adapt the look of the operation to your world
Choose attractive prizes
Spread your campaign using outbound marketing
Highlight the campaign on your website
Boost your performance through media coverage
Capitalise on data activation to increase your ROI tenfold

1. Choose the right game mechanics

Marketing gamification brings together a number of techniques, which can be adapted to suit your needs. From simple forms to more elaborate scenarios, the possibilities are endless! Here are a few examples of concepts:

Animation, qualification: to capture the attention and spend time with your audience while standing out from the crowd, you can offer a score-based competition. The aim is to achieve the best possible result to enter a prize draw. It is also possible to offer a quiz to raise awareness and qualify participants.
Lead generation and conversion : to maximise conversions, it’s possible to offer an animation that lets audiences find out immediately if they’ve won a coupon. The game mechanics that work best are the wheel of chance, scratch cards and the one-armed bandit.
Product preference, data collection (first-party, behavioral): there’s nothing like a shopping list (the participant chooses their favorite product form a gallery) to gather valuable information about potential customers. They are then redirected to the product page on the website.

Each mechanism must be adapted to the brand’s universe and image.

2. Optimize the entry form

The entry form is at the heart of the system. In today’s context (cookieless world), it makes it possible to collect first-party data while rewarding visitors for their participation.

To ensure qualified data collection, there are certain principles that need to be respected if you are to achieve your objectives, particularly in terms of volume. A visitor’s attention span depends on the balance between the information you are prepared to provide and the result (gain) you hope to achieve. The form must therefore be sufficiently complete, but care must be taken not to overload it.

A few practical tips:

1 field (email): better transformation, but no qualification
2 to 3 fields: the form is optimised, with a conversion rate of around 70% and a good level of qualification
More than 5 fields: the form is poorly optimised and has a 50% chance of converting. Visitors will leave before taking part. To gather more information, it is advisable to add a 2nd qualification form a little further down the site.

3. Adapt the look of the operation to its universe

The packaging of the operation is also central to its success. Graphic designs must be adapted to the brand universeThe main elements highlighted on the first screen should be the prizes you can expect to win if you take part.

Different platforms offer different levels of customization, depending on the ressources and knowledge available. Some platforms offer time-saving graphic design and configuration services. Others also offer pre-configured templates taht you simply need to adapt.

4. Choose attractive endowments

Endowments to attract visitorsand encourage them to get involved. It is very important to choose these and to highlight them in the communications surrounding the operation.

High-tech prizes always work very well with target groups, but depending on the context, you may want to opt for gifts that are consistent with the brand’s universe (offering a product range for a launch, for example).

In the case of instant wins, it is preferable to offer smaller prizes that will boost conversion, such as discount vouchers, gift vouchers, free delivery, etc.

The interactive campaign is ready. But in reality, only part of the work is finished. Most of the effort has to be devoted to the dissemination part, to be able to hope for a high-performance ROI. This has an impact on costs, which are higher for distribution than for configuration. We take a look at the best practices for each of the following areas mode of distribution.

A quick reminder before we start: an interactive campaign can be cross-channel. Cela veut dire qu’elle peut techniquement être diffusée partout, soit via une url (partagée ou cliquable), soit intégrée à une page web par exemple.

5. Spreading your interactive campaign with outbound marketing

The operation can be announced in advance of its launch (teasing) to maximise traffic the day it starts. It’s very important to maintain regular communication throughout the campaign. At the end of the game, it’s important to keep in touch with the new leads collected, thanking them for their participation and congratulating the winners.

The outbound marketing of a campaign differs accorindg to the objectives pursued. To generate traffic to a website or in-store (drive to sotre), for example, we communicate via emailing sequences and/or posts on social networks. Vouchers can also be added, to be won and redeemed online or in-store. Resulst in terms of generating qualified leads is even more effective via social networks such as Facebook and Instagram.

6. Showcase your campaign on your website

The inbound marketing is all about offering visitors content that allows them to engage freely (by sharing their data or buying a product, for example).

In the field of gamification, the home page banner of a website is a format that works very well. It catches the eye and makes people want to take part. The visitor attention span on a site is lengthened, which is a key factor in capturing leads. It also helps to shed light on a particular offer or product.

7. Boost performance through media coverage

In order to achieve satisfactory results from a campaign, the choice of media coverage is inevitable. The first step is to give visibility, then the possibility to better control the volume of impressions, clicks and leads expected. As a result, media coverage accounts for a large proportion of the total budget for the operation.

Here are a few best practices for optimised, high-performance media creatives:

Highlighting the name of the operation, the prizes and the swipe up for stories.
Light background
Text elements smaller than the visuals, and above all lighter (no more than 20% of the ad)
Do not display endowment amounts or your advertisement will be rejected

Here are some good media practices in general:

Customise targeting according to criteria such as age, interests, fans, subscribers, lookalike audiences, etc. You can exclude lists from your database if necessary.
AB testing on targeting, graphics, content and creative
Daily analysis of campaigns to optimise them and boost performance in line with results
Place a tracking pixel via the solution chosen to set up the campaign. This identifies the transactions made on a website via the campaign participants. This is a highly effective way of measuring the sales generated by the campaign and calculating ROI.

8. Capitalize on data activation to boost ROI tenfold

By capitalizing on the data collected, it is possible to send personalized promotional offers all year round during future targeted actions. Capitalizing on collected proprietary data boosts campaign ROI tenfold. Solutions generally include CRM tools integrated in a 100% personalized way with your own CRM tools, for immediate, automated reactivation (targeted advertising based on product preferences).

To conclude, it is important to remember that 80% of the work on your interactive campaign lies in preparing the distribution plan. In a nutshell: without a distribution plan, there’s no data, and therefore no results. Would you like to find out more about our solutions for creating and distributing interactive marketing campaigns?

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Maximising conversions: 4 effective methods

by Agnes Constant | Feb 14, 2023 | Audience engagement, Conversion

In the context of a marketing strategy, the issue of conversion is crucial. Indeed, to convert means to achieve a set goal. This goal varies depending on the activities. Maximising conversions can mean boosting sales or increasing foot traffic in stores.

Today, marketing teams must be increasingly resourceful to achieve their conversion goals. The volatility of visitors makes the issue of retention very challenging. Advertising saturation distorts the online commerce landscape. These are just a few of the challenges that must be overcome to ensue a step-by-step response to the main conversion issues.

In this article, we invite you to discover four effective methods to maximise conversions while standing out from the competition.

SUMMARY

Boost revenue with promotional codes
Focus on post-purchase to drive even more sales
Marketing automation: adding interactivity to sequences
Live Shopping: converting qualified audiences

Boost revenue with promotional codes

Catch the attention: a strategic challenge

Opportunities to generate visibility and boost traffic towards a website, store, are numerous. In fact, the launch of a product, a new collection, private sales, a brand or seasonal highlight can be part of this.

In the current contest of advertising saturation, successfully capturing attention of potential customers who arrive on a page is a strategic challenge. Next comes the question of increasing the time spent on the page. It is possible to draw them in with an advertising campaign to which they are not accustomed. For this type of objective, the interactive formats prove to be an excellent compromise between originality and ease of implementation.

The first method, the simpliest to conceptualize and implement, is a campaign broadcasted on the brand’s communication channels (social media, newsletter, etc.). To access it, the visitor is redirected to the homepage or a page on the website. On this page a competition game mechanism is set up. Allowing, for example, participants to try and win a discount voucher to be used immediately on the site (instant win system). This type of operation allows influencing the purchasing act and therefore maximizing sales.

Media coverage for campaigns

It is possible to go even further in performance through the mediatisation of these marketing campaigns on social media. With a boost in post visibility, personalised targeting, etc.

Here are some examples of inspiring marketing campaigns that have allowed brands to achieve their conversion goals.

The brand TAO (Tape à l’oeil) chose to offer a Wheel of Fortune. To celebrate its 29th anniversary. It was an opportunity to reward everyone with a 100% winning instant win game. The vouchers offered at the end of the campaign promote traffic to the site and impulsive purchases.

As for Aushopping, the choice was made around the back-to-school season to engage their audiences with a Catch All and a scratch card game. It was about winning gift cards instantly. The brand was able to collect qualified data to activate throughout the year while spending time with visitors.

Focus on post-purchase to drive even more sales

Capturing leads through an attractive marketing operation engages the participant in a process of commitment from which both the participant and the brand benefit. Engagement is a twofold concept. Involving a prospect in a marketing interaction allows them to regain their decision-making power (for the donation of their time and personal data), while also offering them a reward.

How to influence purchasing journeys in a less intrusive way?

By transforming a passive visitor into an active lead who may or may not engage in the advertising campaign. From the brand’s perspective, engagement directly serves conversion (impulse purchases collect zero-party data which is the “clean gold” of tomorow’s marketing, through the participation form, etc.)

For the second method, what if we told you that a marketing campaign is also very important after the purchase? When we imagine having to scan your the receipt at a kiosk upon leaving the store to win gift vouchers, it resonates with everyone. And what if this type of setup could be easily installed on your website, social media, etc?

The purchase requirement mechanic

Leading up to Easter, Lindt decided to launch a campaign focused on increasing sales. Participants were invited to enter the code printed under their chocolate bunny into a form. The brand was able to offer attractive prizes to some lucky owners of the golden bunny. Players could also choose not to enter a code and simply play a game Hiden Object to return later with their bunny and their code. This purchase-required mechanic allowed the recruitment of nearly 40,000 participants, with 8,000 codes used. This results in a conversion rate of 20%!

You don’t sale golden bunnies? No worries, the code can simply be printed on receipts, flyer, etc.

In a slightly different concept, Flunch offered a 100% winning campaign with an original concept. Participants could play a one-armed bandit to win a voucher and discount tickets for drinks or other products. Once at the checkout, they could retrieve a code that allowed them to enter a draw to win a trip to a sunny destination. The game enabled the brand to boost its sales by creating a desire to purchase.

Marketing automation: adding interactivity to sequences

The email automation at the center of marketing strategies, is often perceived by audiences as an intrusive advertising process. However, email remains the preferred communication channel between brands and consumers for the French! It is essential to offer more impactful emails that stand out from the competition.

To introduce this third method, we invite you to discover some scenarios to maximize conversions through marketing automation.

Focus on engaging scenarios

In a strategy for onboarding new scenarios for example, it is interesting to include impactful elements, such as scratch-off promo codes to be used for the first time purchase, in welcome emails.

It is also possible to include a fun personality quiz in emails that collects product preferences (stored directly in a CRM). At the end of the operation, it will be possible to distribute promo codes to encourage purchases. This allows for automatic customer loyalty management. Some solutions allow for retargeting emails to be sent directly through the platform. This provides brands with a complete system connected to their CRMs, and fully automated.

Indeed, as for customer loyalty, it is a long-term process. It helps boost sales throughout the year (customer birthdays, post-purchase operations, private sales, etc.).

Here is an example of an automated marketing campaign that puts gaming at the heart of the initiative:

At DejBox, once the order is placed, the customer automatically receives an email granting access to a game without a form (JWT technology). The objective is to encourage the customer to return after their first order, through a system of discount vouchers offered at the end of the game.

Live Shopping: converting qualified audiences and maximising conversions

How to refresh the formats offered to audiences in the face of the advertising saturation felt by internet users?

To illustrate the fourth method, we invite you to discover the Live Shopping format and how it can be adapted to various marketing contexts.

What is Live Shopping?

Now indispensable, this new marketing format was born in 2020. In response to the course of retail locations, retailers chose interactivity to recreate the connection between consumers. This original experience addresses several issues in the retail sector today:

The promotion of new products in an era of advertising saturation
The boost in sales during increasingly frequent prootional periods, which attract less and less.
The restoration of the relationship with customers in the digital age, allowing for the removal of barriers to online purchasing.

How does it works?

Before the live session, we collect registrations from those interested in the brand, and the product is highlighted
During the live session, we capture attention, engage the audience and make a lasting impression
After the live session, we engage participants by offering them targeted content.

A Live Shopping operation is an utlra-engaging experience. It therefore features a highly qualified audience, with a conversion rate more appealing than that of traditional channels.

There are solutions today that can help capture qualified audiences through interactive formats. These are offered to participants during the live session (social gauges, polls, quizzes, raffles, etc.). The prizes offered at the end of the session boost registrations and help maximize conversions.

During the live session, game formats can be integrated into the brands initiatives to collect real-time product preference data. This allows for feeding retargeting campaigns post-event. It’s an effective way to direct traffic to product pages and boost sales after the live event.

Would you like to lean more about the strategies presented in the article to maximise conversions.

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