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This report explores the engagement of different engagement marketing products & solutions.
It researches three types of tools:
We analysed the engagement of over 1.850.000 users in 100 different Engagement Campaigns across 15 different Industries and over 20 different Audience Types..
The insights here address the challenges and opportunities in modern digital marketing efforts, providing a roadmap for using creative technology and creativity for remarkable results.
Dive into a report designed to spark action and creativity in your marketing journey.
This report analyses Engagement and Conversion behaviour across 14 different Engagement mechanics (or tools):
in multiple industries:
to help you better understand the technology and psychology behind them.
We analysed the engagement of over 1.850.000 users in 100 different Engagement Campaigns across 15 different Industries and over 20 different Audience Types.
That averages over 18.000 users per campaign.
50% of all users who visit the landing with a gamified solution, will actively engage with it.
From 40%, all up to 85% (with a very specific target audience even more) of users will finish and come to the end of the gamified solution.
Finish rates with a very dedicated AI tool are expected above 60% average.
It’s not surprising that Average Engagement Rates are highest in AI tools. The reason for that is the core nature and purpose of these types of solutions.
While the key objective of brand games and marketing quizzes is edutainment, AI tools are mostly developed to solve a very specific problem for a very specific demographic.
While trivia knowledge quizzes – with their educational and intrinsic-motivation essence – will always be engagement evergreens, users love using creative and effective machines.
AI tools that are capable of creating something most people can't (fairytale, blogpost or poem writer). If you solve a problem, even so simple one as writing a birthday card message, really well, audience will reward you for it.
Also, users love holidays, nostalgia and emotions. Give users access to enter a gamified story narrative (Harry Potter Challenges), nostalgia (Snake game) or festive spirit (Advent Calendar) and they will reward it with high Engagement and Long interaction time.
See in our case study, how we achieved a 32% increase in engagement time for Lidl with custom Engagement strategy.
Content is closely correlated to the target (or desired) audience, but both are very much dependent on the quality of the distribution and/or placement. But with Pets, Christmas and Cars you surely won't miss.
Specially with quizzes or fun brand games.
Pop culture and branded content also engage users above average, if and when done with feeling and taste.
Across industries, what Engagement Solutions are seeing the most usage?
Users will spend the longest time with your brand if you create an ad game. Which is quite logical. Even though there are some specific mechanics like spin wheels where interaction time is very short, most gamification solutions average playing time longer than 5 minutes.
The better you know the audience you are addressing, the better content you can create. The better the content, the higher the user interest.
Higher user interest means more opportunities to elegantly present and incorporate the brand.