Engagement Marketing Insights Report

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This report explores the engagement of different engagement marketing products & solutions. 

It researches three types of tools: 

  • Marketing Lead-gen Quizzes, 
  • Brand games, and
  • AI Tools.

It analyses the engagement of over 1.200.000 users in 60 different Engagement Campaigns, across 8 different Industries and over 10 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.

Users by Type of Engagement Solution

What will you learn from the report?

  • Which Engagement Solutions have the highest engagement and newsletter subscription rates?
  • What gamification mechanics do users love the most?
  • Which content types connect most with various audience segments?
  • How do engagement rates correlate with business outcomes like sales or lead generation?
  • In which industry do gamification solutions have the highest conversion rates?

Dive into a report designed to spark action and creativity in your marketing journey.

 

Introduction to the Engagement Marketing Products 

This report analyses Engagement and Conversion behaviour across 14 different Engagement mechanics (or tools):

  • Knowledge Trivia Quiz
  • Product Recommendation Quiz
  • Personality Quiz
  • Segmentation Quiz
  • Advent Calendar
  • Spin wheel
  • Snake Game
  • Multi-game experience
  • AI storyteller
  • AI message generator 
  • Online Escape Room
  • Interactive Form
  • Collection Game
  • Custom Gamification

in multiple industries:

  • Auto-moto
  • Retail (multiple 
  • e-commerce
  • Insurance & banking
  • Tourism & Hospitality 

to help you better understand the technology and psychology behind them.

We analysed the engagement of over 1.500.000 users in 90 different Engagement Campaigns across 8 different Industries and over 10 different Audience Types.

Over 1.750.000 unique users visited gamified solutions (products) across 97 different marketing campaigns.

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. 

Type of Engagement Solution vs Engagement Rate

Engagement Rates in Different Engagement Solutions 

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. 

 

What gamification mechanics are most favoured by users?

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.

Type of Gamification Mechanics vs Engagement Rate

Which content types connect most with various audience segments?

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?

Engagement Rate by Content/Narrative

 

 

Brand games have the longest interaction time

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. 

 

More quiz questions do not necessarily mean lower finish rates

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. 

 

Create Emotions, drive Happiness ...
and Results!