To offer relevant products/services and an unforgettable experience, retailers need to understand what motivates their audience. This is a challenge facing marketers.

And yet, online surveys are very simple data collection tools. In this article, we present 5 scenarios in which online surveys can make all the difference to a brand’s marketing strategy.

SUMMARY

• 1. Create interactive surveys to refine your customer knowledge
• 2. Qualify prospects with online surveys
• 3. Boost brand awareness by sharing a digital survey
• 4. Promote your products via online surveys
• 5. Improve the customer experience by collecting feedback

Surveys provide a better understanding of customer behaviour. They help companies to gather data about their audience. They are useful for collecting product preferences or analysing purchasing habits.

The aim of the survey: To create personas and/or segment your audience.

Example of a survey: ‘What criterion counts most in your purchasing decision?’ or ‘How often do you buy X type of product?

The benefits of the survey: it allows you to adapt your offer and communication to meet the needs of your target audience.

Use case: Club Med’s ‘Which destination is right for you?’ campaign attracted a large number of visitors. The online surveys generated a flow of new leads and opt-ins, thanks in particular to the targeting of the Adictiz Ads campaign. Thanks to an optimised game path, Club Med was able to qualify these leads by collecting data such as the most liked resort.

To optimise their marketing efforts, brands need to identify leads that have a high probability of converting.

Surveys enable prospects to be filtered and segmented according to their interest in an offer or their position in the buying journey. This format therefore helps companies to identify (on the basis of the responses submitted) qualified leads. They will be able to focus their efforts on users who have a chance of making a purchase or whose average basket will be the highest.

The aim of the survey: to prioritise sales actions and personalise the approach (to improve retargeting campaigns).

Example survey: ‘What budget do you allocate to this type of product?’ or ‘What are your current challenges?’

The benefits of the survey: Rate each prospect according to their potential LifeTime Value and facilitate conversion by understanding prospects’ expectations.

Use case: Leroy Merlin’s ‘Renovation’ campaign collected leads (via the creation of customer accounts) by qualifying them. The mechanism used was a Swiper, which invited users to choose between several project proposals. Each lead was segmented according to their purchasing intentions (kitchen, bathroom, decorating preferences). The brand was able to send personalised offers tailored to the needs of the participants.

The survey can be used as a communication tool to increase visibility and reach a wider audience. By publishing the results of its survey, the brand positions itself as an expert and engages its community.

The aim of the survey: to create content and share useful insights.

Example of a survey: ‘70% of consumers prefer fair trade products’ (result of a study carried out by the company).

The benefits of the survey: Improve your brand image and attract the attention of the media and prospective customers by highlighting the relevance of your positioning.

Use case: The Nouvelle-Aquitaine region launched a Swiper competition to promote its landscapes to travellers from neighbouring countries. Thanks to a targeted media campaign, the operation generated a desire to discover the region. The game highlighted the diversity of its landscapes. It also helped the region to identify participants’ preferences. This made it possible to target communications at destinations that were attractive to them.

Surveys are an opportunity to promote products or services. They allow you to test concepts, functionalities or offers with the market. They can also be used to present the added value of your catalogue in a fun, interactive way.

The aim of the survey: to validate a product and promote its benefits.

Example of a survey: ‘What feature attracts you to our product?’ or ‘Would you be prepared to test this new product?’.

The benefits of surveys: Optimise product launches and encourage adoption through direct feedback.

Use case: Legrand’s Céliane campaign highlighted the products and finishes offered by the brand. The campaign was based around a Swiper game, supported by Adictiz Ads media coverage and a push opt-in stage to maximise registrations. The results reflect user interest in the brand. With more than 111,000 games played and an average of 5 games per subscriber, the campaign helped to engage the audience.

Surveys are a way of evaluating and improving the customer experience. By soliciting feedback after an interaction or purchase, retailers can identify what is working and where improvements are needed. This could be satisfaction with a product, the quality of customer service or the efficiency of an online journey. This feedback enables data-driven decisions to be taken and an optimal customer journey to be offered.

The aim of the survey: to optimise the user experience and strengthen customer loyalty.

Example of a survey: ‘How would you rate our service? What improvements would you like to see in our product?’

The benefits of the survey : By responding to customer feedback, the company demonstrates that it is listening to them. This strengthens their commitment and loyalty by improving the quality of the offer.

Use case: McDonald’s uses surveys to improve the customer experience. Faced with a drop in sales, the chain intensified its collection of customer feedback to identify the improvements it wanted to make. The surveys revealed the relevance of offering a simplified menu and better quality ingredients. McDonald’s implemented these changes, which led to a 4.1% increase in sales.

Conclusion

Online surveys are versatile marketing tools that can be used to analyse the behaviour of your audience, qualify your prospects, enhance the appeal of your offer and boost customer loyalty. To create a truly engaging survey experience, rely on gamification. Adictiz offers you a range of fun polling techniques to suit your brand universe and strategic objectives!

In a context where consumers are constantly exposed to promotional messages, brands need to redouble their creativity to engage their audience and stand out from competitors. Influencer marketing offers many ways of doing this.

To the question what is influencer marketing? The first answer is that this strategy is unavoidable. According to a recent study, the global influence market is worth more than 16 billion dollars. Working with content creators is an essential way of humanising your brand, creating an authentic connection with your audience and reaching a wider public.

However, this strategy also presents challenges. Influencer marketing is evolving to meet consumers’ expectations of proximity and interaction. Also, it needs to equip itself with more tools to better measure the performance of campaigns and personalise them.

Gamification, the integration of playful elements into influencer marketing, is an excellent way of meeting these challenges. This article looks at the advantages of this strategy and the various interactive tools available to boost its performance.

SUMMARY

• What is influencer marketing?
• The benefits of influencer marketing for brands
• How can influencer marketing campaigns be gamified?

Influencer marketing is a strategy in which brands collaborate with content creators, mainly on social networks. Influencers are personalities who have managed to build up an online audience. Generally by specialising in a particular content niche and creating links with their followers.

This closeness to their audience and ability to create native content on social networks are two levers for companies. By co-creating campaigns with influencers, brands can reach a wider audience that is interested in their products or services. Content creators also act as ambassadors, embodying the brand, giving it an image that is authentic and closer to its audience.

An integral part of influencer marketing strategy is to identify content creators whose interests, tone and values are close to those of the company (as in a co-branding strategy). In this way, companies can ensure to reach the right audience, maintaining consistency in their communications and highlighting their value proposition.

Influencer marketing can be a powerful marketing tool for brands, whatever their reputation, sector of activity or objectives. According to a recent report on the subject, almost half of consumers (49%) make a purchase at least once a month after being exposed to influencer publications. And almost all shoppers (86%) make a purchase following recommendations from a content creator at least once a year.

The reasons for influencer marketing include :

Increase brand awareness

Working with influencers enables companies to reach a highly qualified audience. By sharing campaigns about a brand, content creators help to raise awareness of the brand among new people or improve its image. This is how Léna Situations has modernised the image of the Jennyfer brand.

Target the audience for your marketing campaigns more effectively

Influencer marketing helps brands to target their audience. The key is to work with a creator whose community matches the characteristics of the company’s target audience. So it’s an excellent way of ensuring that your message reaches the right people and is delivered in a way that resonates with them (making the campaign more impactful).

Achieve higher conversion rates

Social proof is a powerful conversion factor. Consumers are more likely to buy a product if it has been recommended to them by someone they trust. What’s more, influencers have mastered the codes of content creation on social networks. As a result, their publications are better integrated into users’ news feeds, making them more likely to capture attention and generate conversions.

Create a more authentic and trusting relationship with your audience

Influencers also enable brands to humanise their communications and create an authentic connection with consumers. They will create credible content that will enable their followers to understand their brand. Identify the strengths of a product or service and the different ways in which it can be used. Their shared experience, which is less formatted and spontaneous, is also likely to generate trust (conversion and loyalty) than a traditional promotional campaign.

Influencer marketing is a strategy for reaching and converting your target audience. But it has also become an ultra-competitive advertising arena in which brands must redouble their efforts to convince designers to collaborate with them and capture the attention of their subscribers.

Gamification in marketing is a lever that can be used to boost the performance of a campaign in many ways. This technique can be used to motivate influencers and promote their content. Companies can gamify their influencer (or ambassador) program in the same way as a loyalty program. Designers who generate sales can accumulate points, reach new levels and benefit from specific advantages (goodies, higher commission on each sale, access to the brand’s backstage areas).

Above all, gamification makes it easier to capture the audience’s attention and stimulate engagement. By creating playful campaigns, in the form of creative contest or marketing games. Companies and influencers can encourage users to interact with them and boost the virality of their content.

The playable mechanics of gamification are also a way of increasing subscriber interaction with the campaign. There fore, it is e lever to collect more zero-party data to better understand the needs and expectations of its audience. Based on this, the company can then create even more personalised, and therefore much more engaging campaigns!

Conclusion

Gamification is an excellent way of creating even more effective influencer marketing campaigns. To engage the creators you work with and their audience, don’t hesitate to integrate interactive mechanisms into your content. Discover our catalog of marketing games and boost your influencer strategy!

Brands are constantly looking for marketing levers to engage and convert their audience. Gift cards are one of the most popular tools for boosting brand awareness and encouraging purchases or repeat purchases.

They are widely adopted by retailers, from fashion to restaurants, not forgetting supermarkets. However, gift cards are also used by smaller brands to engage their audience. They are all the easier to mobilise as part of an omnichannel customer experience. They can be physical or digital.

In this article, we’ll be sharing how to strenghten your relationship with your audience using gift cards. We’ll explore ways of gamifying a gift card program and making the experience interactive and engaging.

SUMMARY

• The explosion of gift cards as a mtehod of payment
• What are the advantages of gift cards for brands?
• How can you gamify your gift cards to boost buyer engagement?

In 2024, brands reported an increase of almost 25% in gift cards purchases. Gift cards are no longer reserved for the festive season, when they are given as Christmas presents. It is now becoming more widespread during high points such as sales, Black Friday, Mother’s Day and Valentine’s Day (when consumers want to give pleasure or treat themselves).

Another new development is the dematerialisation of gift cards. Long confined to physical shops, they are now exploding in e-commerce. According to a Global POS analysis, the average value of gift cards activated on the web has riser from €50.73 to €59.56 in 12 months, an increase of 17.42%!

For consumers, they are becoming the preferred method of payment, both in retail and online. The distribution of market shares remains equivalent, with fashion leading the way in terms of usage. Nevertheless, we are seeing an increase in purchases made using this methods of payment during the sales period, demonstrating the growing importance of gift cards in consumer habits.

A significant increase in revenues

Gift cards are an opportunity for brands to increase their sales. This is an advance payment that is not always used by its holders. According to CEB TowerGroup, 10% of gift card balances remain unused, which represents a considerable margin. In one year, a brand like Starbucks can make a profit of 1 billion dollars from unused gitf cards. Buyer who use these cards generally spend more than the initial amount,increasing the company’s revenues. 61% of consumers who opt for this payment method spend more than thier balance.

An opportunity to acquire new customers

Many of the customers who buy a gift card are new customers. It is therefore a lever of brand awareness, which capitalise on recommendations to boost visibility. Overall , gift cards reduce acquisition costs. The brand takes advantage of the visibility and traffic of other brands to raise its profile by placing its gift cards in a distribution network (or on platforms such as my gift card).). C’est d’autant plus efficace quand elles sont affichées à côté de celles d’entreprises comme Amazon ou Netflix.

A lever for customer retention and loyalty

Gift cards improve the shopping experience by offering consumers greater flexibility. They benefit from greater flexibility of choice, and the dematerialisation of cards simplifies their use. This tool can also be a way of strengthening the loyalty program and make it stand out from the crowd. By sending them to customer who cross a threshold (or number of loyalty points), brands can increase the repurchase rate. It’s a way of strengthening the relationship with our most committed customers by rewarding them with an e-card.

A tool for collecting customer data

The use of gift cards enables retailers to improve their customer knowledge. They are able to track purchases and collect data (the time between the purchase of the card and its use, the amount of the purchase, the products or services purchased, etc.).

Dematerialised gift cards, sent via an email campaign (as part of a loyalty program), can be used to refine these analyses.. L’entreprise peut suivre le parcours client et calculer son ROI.

While the gift card is a tool for expanding and engaging its audience, it remains a competitive arena. To stand out from the crowd, brands can enhance the experience by opting for gamification. Gamification strengthens the interaction between the company and the consumer, through playable formats and attractive rewards. In the context of a gift card program, this can take the form of:

• Interactive promotional campaigns. Playable Marketing is an excellent way of boosting visibility and encouraging audiences to buy gift cards. the brand can launch a gamified campaign on social networks in order to generate leads and acquire new clients. Le format du contests increase the virality of the campaign and makes it more attractive.

• Gamified rewards: shoppers can increase the value of their card or unlock rewards (free goodies, free delivery) by taking part in a marketing game or challenge. The brand can integrate a QR code into its gift card, taking consumers to a winning instant to encourage them to buy one.

Conclusion

Gift cards are all the rage, both in-store and online. They’re ideal for raising your brand’s profile and engaging your audience. To make them more attractive and generate more sales, gamify your shopping experience with our interactive mechanics!

Organize workplace competitions is an excellent way to engage employees and strengthen team cohesion. The fun, interactive aspect of these animations can also be used to serve other strategic HR objectives, such as improving the employer brand, helping employees to develop their skills or retaining talent.

Depending on the expected results, but also on the specifics of the workforce (who may be working face-to-face or remotely), the corporate competition can take different forms.

In this article, you’ll discover 4 ideas of workplace competitions adapted to the professional world.

SUMMARY

• 1. Use edutainment to help your employees develop their skills
• 2. Boost employee engagement with creative competitions
• 3. Strengthen team cohesion through fun activities
• 4. Loyalize and retain talent by rewarding them through workplace competitions

Edutainment is the concept of combining learning and play. Introducing gamification mechanics into a professional training course or awareness-raising workshop not only increases participants’ attention, but also encourages the retention of new information.

Competitions can be used to encourage employees to improve their skills. On the one hand, the fun dimension makes professional training more enjoyable for learners. But by introducing a points system or a ranking between participants, companies can also boost their teams’ motivation and push them to excel.

A quiz shared after a training session, for example, can be a very interesting edutainment format for ensuring that employees have assimilated the new knowledge they have been given.

But the competition can also take place directly during the training module via gamified mechanisms such as the 7 Errors Game, for example. As part of a marketing training course, participants might be asked to identify the elements that need to be changed in the visuals of an advertising campaign, for example.

Today’s companies are facing many new HR challenges. Younger generations, for example, are known to be more volatile and stay with the same company for shorter periods. There is also growing talk of quiet quitting, i.e. the gradual disengagement of employees who no longer feel part of a collective.

To engage their employees, organizations can again rely on competitions. The key is to offer activities that encourage employees to get involved in strategy and the company’s future. A good idea might be to ask them to come up with a new product or service.

This is what Lidl has done with its voting competition. The aim of this corporate competition was to engage employees by asking them to create the brand’s next pizza, soon to be available in stores. The animation met with great interest from the teams, enabling Lidl to collect 21.6k votes throughout the campaign.

In addition to valuing the creativity and ideas of its employees, Lidl boosted their commitment through this competition by choosing attractive prizes. After a prize draw, participants could win kitchen appliances and accessories.

Similar workplace competitions can be set up to boost employee commitment. Customizers or gamified surveys can also be used to solicit feedback from teams and incorporate it into strategic decisions.

Within a company, organizing contests for groups can also encourage employees to work together. It’s a particularly good way of strengthening team cohesion and developing a spirit of camaraderie among colleagues.

Play is in fact a powerful lever for creating bonds, this can be a way for employees to get to know each other better, or to facilitate collaboration on joint projects. For example, the employer can encourage participants in an onboarding session to take part in a Personality Test. New recruits can break the ice by finding out which category of leader they belong to (via the famous 4-color test).

Sports competitions are also an excellent way of driving employee engagement. Employees can get together in teams and challenge each other in disciplines such as swimming, cycling or archery. A Prognostics challenge during a sporting event can also strengthen cohesion within the workforce by inviting employees to bet as a team.

The challenges of corporate social responsibility (CSR) are also particularly interesting for bonding staff and giving greater meaning to their mission. The competition can be used to raise funds (or items such as second-hand clothing) for needy people or charities. The teams that succeed in raising the funds will be rewarded with prizes that can be :

• material (gift, goodies, etc.)
• or symbolic (additional days off, promotion on the company website, etc.).

Adictiz took part in a QVT challenge. To find out more about the operation, read the dedicated article: Pimp Your Cup: Adictiz in-house game

Workplace competitions can also be used to build talent loyalty. As already mentioned, organizations face a real challenge in retaining their employees. In fact, the departure of an employee entails :

• additional recruitment costs,
• a vacancy for a shorter or longer period,
• loss of expertise,
• but also lower productivity.

To retain talent within their teams, employers can organize a competition aimed precisely at rewarding employee loyalty. This type of event can be reserved for senior profiles or, on the contrary, for new recruits whose first months with the company are crucial to their long-term integration.

But the company can also take advantage of special occasions to reward all its employees. DPD, for example, capitalizes on seasonal events such as its 25th anniversary to unite its teams around an internal competition. The organization relied on a simple mechanic (Match 3) to spoil their employees. Participants could win attractive prizes (travel boxes). The result: DPD recorded an average of 41 games per player.

Companies can also reinforce their employer brand by organizing internal competitions such as Instant 100% win. All participants can win prizes, demonstrating the company’s commitment to the well-being and satisfaction of its teams.

Conclusion

Organizing a corporate competition is an excellent way to attract, engage and retain employees. Start by defining the objective you want to achieve, so you can choose the most appropriate event idea. Discover all our customizable interactive mechanics and strengthen your employer brand!

Commitment has become a very important aspect of online marketing in recent years. With the rise of social networks, brands can no longer simply broadcast advertisements or post a publication and wait for it to generate sales. They now need to interact with their audience and find new ways of increasing engagement.

In this article, we share with you 10 formidable techniques for creating engaging marketing campaigns.

Engagement has become the key metric for marketers. For many, it replaces so-called vanity KPIs (such as the number of subscribers, for example) and provides a much better assessment of a brand’s reputation and appeal on social networks.

However, engagement also translates into very concrete KPIs, such as the number of comments, likes and shares of a publication. Some formulas also include the number of impressions or views, etc.

These community interactions with the content shared by a brand are good indicators of its relevance. But they don’t say much about the intention behind these actions… and even less about how they enable the company to achieve more concrete objectives, such as increasing sales, building customer loyalty, etc.

So before we look at the best levers for creating engaging marketing campaigns, it’s important to think about the objectives that the brand wants to achieve. In other words, what the engagement of its audience can bring to the brand in terms of commercial results.

The different objectives

The aim of an engaging marketing campaign can be multiple. Interactive content can enable companies to :

• Capture the attention of your prospects and expand your target audience to generate new leads.
• Collect data (feedback, opinions, survey responses) to adapt your offer or marketing to the needs of your community.
• Reactivate existing customers to stay ‘top of mind’ when they need to buy a product/service (particularly before a major marketing event such as Christmas or the launch of a new collection).
• Convert your audience from their social network accounts or newsletters to your online shop (or in-store).

Build audience loyalty by creating a more solid relationship that is not just transactional.

Companies wishing to launch marketing campaigns to better engage their audiences can use a number of levers, depending on the objectives they wish to achieve. Here are the most effective.

1. Listen and respond to your subscribers

The first simple thing to do to increase audience engagement and strengthen the user experience is simply to interact with them. Brands that make a point of replying to their subscribers’ comments, reposting their publications (of the UGC type) or simply asking for opinions (in the form of surveys) are those that forge the strongest links with their community.

Beyond the consideration they show their customers and prospectsthese brands also take advantage of these interactions to better understand their needs and expectations. Comments or responses to a survey are all first-party data that shed light on consumer trends within their audience. The information collected can then be used to better segment customers or adapt communications, offers, etc.

2. Create exciting competitions

Create an engaging marketing competition is also an excellent way of achieving your sales objectives. Interactive animations such as the quizzes, photo contests or instant wins are highly effective to :

• Expand your audience (thanks to the buzz around the prizes to be won, for example).
• Raise community awareness of the launch of a new product or service.
• Reactivate customers by offering them rewards.

3. Launch a viral campaign with a content creator

Partnerships with influencers are also an excellent way of generating more engagement with your community. Content creators have a closeness with their community that can benefit brands, whose communication will appear more authentic.

But account takeovers, for example, can bring a bit of freshness and novelty to the content shared by companies, and so engage their audiences.

4. Capitalise on interactive advertising content

Interactive marketing is, in essence, a powerful generator of engagement. In fact, its purpose is to Invite a community to interact with the content, for example by integrating gamification mechanisms (in the case of competitions or Playable Ads).

5. Encourage the creation of UGCs

UGC campaigns (whether in the form of a competition or a simple branded hashtag) are particularly effective in increasing audience engagement. They enable brands to encourage their customers to share content about their products or services.

UGC will be an excellent way of boosting their visibility, reinforcing their sense of belonging to the brand’s community and converting new customers more effectively than photos from a professional shoot.

6. Organising events

Events (whether virtual or physical) are an integral part of brand community strategies. They allow brands to create much stronger links with its customers and therefore build loyalty. But they are also good conversion drivers (when they are organised to launch a new collection, for example) and engagement drivers (by inviting participants to share content around the event).

7. Doing live shopping

Live shopping is a highly effective form of interactive content for generating engagement and boosting conversion rates. Brands will present their products in a more immersive wayand answer their customers’ questions live. Customers benefit from a personalised shopping experience without having to visit the shop.

It is also possible to integrate interactive experiences such as surveys or games into live shopping. These gamified formats will boost community engagement even further.

8. Use co-creation to engage your audiences

Co-creation is another ultra-powerful form of interactive marketing. It allows customers to participate in the development of a new product or service, usually by taking part in a survey and then voting (to select the best idea).

Not only does this strategy generate engagement. But it’s also an excellent way of activating the data collected from its community to create products for which companies are sure to have demand.

9. Share relevant content

Content is engaging when it is authentic and does not give its audience the impression that its sole aim is to encourage them to buy a brand’s products.

By sharing content with high added value(such as free guides, webinars, tutorials, etc.), companies can respond effectively to the expectations and needs of their audience. It also generates engagement by encouraging their prospects to delve deeper into the subject, ask questions, etc.

10. Share behind the scenes of your brand

Consumers are generally curious to discover what goes on behind the scenes at their favourite brands. Social networks are excellent platforms to share his backstage, give a voice to its employees, etc. Many brands, particularly in the fashion industry, take advantage of these channels to reveal the secrets of their workshops or catwalk shows. An ideal technique for increasing audience engagement while highlighting the company’s expertise.

Create a more engaging marketing campaign using gamification. Adictiz offers you a a wide choice of formats for interacting with your audience, depending on the objectives you want to achieve!