[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"blog:gamification-outil-marketing":3,"carousel-blog":123},{"id":4,"title":5,"slug":6,"headline":5,"keywords":7,"summary":8,"publishDate":7,"createdAt":9,"updatedAt":10,"publishedAt":11,"locale":12,"content":13,"seo":57,"textBeforeFooter":7,"focusImage":64,"bannerImage":107,"cat_news":113,"campus_infos":122},164,"Es-tu prêt à rentrer dans le game ?","gamification-outil-marketing",null,"En futur pro du marketing, tu connais les enjeux d’aujourd’hui et de demain. Expérience client, fidélisation, relation client… Ces concepts te parlent ? Alors, on continue ! Tu sais aussi que tu as plusieurs outils et stratégies à ta dispo pour atteindre tes objectifs (un winner, tu es et tu resteras), dont la gamification. Oui, oui, tu lis bien. Grâce à son aspect ludique, elle peut être une arme redoutable. L’IFAG t’explique les règles du jeu.\n","2022-11-23T16:34:36.746Z","2022-11-23T16:34:41.541Z","2022-11-23T16:34:41.495Z","fr",[14,18,23,26,29,32,36,39,42,45,48,51,54],{"__component":15,"id":16,"text":17},"texts.richtext",4982,"\u003Cp>En futur pro du marketing, tu connais les enjeux d’aujourd’hui et de demain. Expérience client, fidélisation, relation client… Ces concepts te parlent ? Alors, on continue ! Tu sais aussi que tu as plusieurs outils et stratégies à ta dispo pour atteindre tes objectifs (un winner, tu es et tu resteras), dont la gamification. Oui, oui, tu lis bien. Grâce à son aspect ludique, elle peut être une arme redoutable. L’IFAG t’explique les règles du jeu.\u003C\u002Fp>",{"__component":19,"id":20,"level":21,"text":22},"texts.title",3367,"h2","La gamification pour garder les consommateurs dans le « flow »",{"__component":15,"id":24,"text":25},4983,"\u003Cp>As-tu la moindre idée de l’engouement des jeux, et plus particulièrement des jeux vidéo ? Selon \u003Ca href=\"https:\u002F\u002Fwww.sell.fr\u002Fnews\u002Flessentiel-du-jeu-video-novembre-2021\" rel=\"noopener noreferrer\" target=\"_blank\">le Syndicat des éditeurs de logiciels de loisirs\u003C\u002Fa> (SELL), 73 % des Français déclarent avoir joué au moins une fois (soit 38 MILLIONS de personnes !). Et ne crois pas que ce soit juste un passe-temps. Les pros ont rapidement saisi les enjeux du jeu et n’ont pas tardé à le transposer dans leur stratégie. Et oui, c’est la fameuse gamification (ou ludification si tu es un puriste de la langue de Molière).\u003C\u002Fp>\u003Cp>Alors, c’est quoi. Pour faire simple, parce qu’on a beaucoup de choses à te dire… C’est une technique marketing qui emprunte les codes et les mécanismes des jeux vidéo pour les utiliser dans un champ complètement différent, comme le site Web d’une entreprise ou une appli.\u003C\u002Fp>\u003Cp>L’objectif ? Proposer aux utilisateurs une approche ludique, captivante, voire limite addictive, pour attirer leur attention, les mobiliser et encourager l’interaction. Tu l’auras compris, la gamification va servir une de tes principales priorités : l’expérience client.\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>👉 Tu veux te rendre compte de l’intérêt pour la gamification. Lis ça : \u003C\u002Fp>\u003Cul>\u003Cli>le marché mondial de la gamification a été estimé à 11,94 milliards de dollars (merci \u003Ca href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F608824\u002Fgamification-market-value-worldwide\u002F\" rel=\"noopener noreferrer\" target=\"_blank\">Statista\u003C\u002Fa>)\u003C\u002Fli>\u003Cli>l’\u003Ca href=\"https:\u002F\u002Fwww.afjv.com\u002Fnews\u002F9697_game-all-over-4-journee-pro-dediee-a-la-gamification.htm\" rel=\"noopener noreferrer\" target=\"_blank\">Agence Française des Jeux Vidéos\u003C\u002Fa> projette une croissance du marché de la gamification de 32 %, pour un chiffre d’affaires global estimé à 40 milliards de dollars en 2024.\u003C\u002Fli>\u003C\u002Ful>",{"__component":19,"id":27,"level":21,"text":28},3368,"Le pourquoi du comment tu DOIS intégrer la gamification à tes stratégies ",{"__component":15,"id":30,"text":31},4984,"\u003Cp>Bien plus qu’un jeu, la gamification est aujourd’hui un réel levier de croissance pour les entreprises. On te dit pourquoi.\u003C\u002Fp>",{"__component":19,"id":33,"level":34,"text":35},3369,"h3","#1 Renforcer l’expérience client",{"__component":15,"id":37,"text":38},4985,"\u003Cp>Tu sais que l’expérience client est l’une de tes priorités. C’est elle qui va te différencier de tes concurrents et contribuer (entre autres) à la satisfaction de tes clients. Tu dois les bichonner, les surprendre, les séduire, bref, les attirer.\u003C\u002Fp>\u003Cp>Et le jeu va t’y aider ! Tu vas pouvoir leur proposer une expérience divertissante, agréable, personnalisée, qui change de ce qu’ils voient d’habitude. Tu coches alors toutes les cases pour créer du lien et de l’engagement, tout le monde y gagne !\u003C\u002Fp>\u003Cp>La gamification va alors permettre de faire découvrir le catalogue et l’univers de ton entreprise mais surtout de doper la motivation des clients à finaliser leurs achats (comme en leur proposant de gagner le montant de leur commande).\u003C\u002Fp>",{"__component":19,"id":40,"level":34,"text":41},3370,"#2 Booster la visibilité et le trafic du site Internet d’une entreprise",{"__component":15,"id":43,"text":44},4986,"\u003Cp>Dans le cadre de ta stratégie de gamification, tu vas créer des contenus de qualité qui vont contribuer au référencement naturel (SEO pour le pro que tu es) du site de ton entreprise. Et comme tu t’en doutes, c’est très bon pour donner un coup de peps à la visibilité de la marque ! \u003C\u002Fp>\u003Cp>Et la suite ? On te le donne en mille, tu verras le trafic du site grimper en flèche. Sans compter que la gamification, par ses codes, profite de la viralité du Web et des réseaux sociaux (grâce notamment au partage des scores par exemple).\u003C\u002Fp>",{"__component":19,"id":46,"level":34,"text":47},3371,"#3 Le jeu, un puissant levier de fidélisation",{"__component":15,"id":49,"text":50},4987,"\u003Cp>On va peut-être t’apprendre quelque chose (on espère quand même servir à quelque chose !) : le fait de jouer va libérer de la dopamine dans le cerveau, la fameuse hormone du bonheur, soupir… Bref, les utilisateurs vont ressentir un plaisir immédiat et cela va créer un lien fort avec la marque.\u003C\u002Fp>\u003Cp>En récompensant un client ou en lui apportant une reconnaissance grâce à un statut particulier, tu vas le motiver, et même parfois créer un besoin. Encore plus si tu parviens à toucher la corde sensible des valeurs. Là, tu peux être sûr de gagner et de fidéliser ton auditoire. Bravo.\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>📍 On te résume les enjeux de la gamification :\u003C\u002Fp>\u003Cul>\u003Cli>Pour tes clients (et tes prospects, ne les oublions pas) : la FIDÉLISATION !\u003C\u002Fli>\u003Cli>créer un lien social (avec leurs proches ou d’autres internautes) et renforcer un sentiment d’appartenance à une communauté ;\u003C\u002Fli>\u003Cli>interagir avec les membres et la marque grâce à un défi stimulant.\u003C\u002Fli>\u003Cli>Pour toi et ton entreprise : \u003C\u002Fli>\u003Cli>consolider les liens sociaux et affectifs avec ta communauté ;\u003C\u002Fli>\u003Cli>améliorer la visibilité en profitant de la viralité des expériences de tes clients ;\u003C\u002Fli>\u003Cli>renforcer l’image de marque en la rendant accessible et so fun !\u003C\u002Fli>\u003C\u002Ful>",{"__component":19,"id":52,"level":21,"text":53},3372,"Tu te demandes comment intégrer la gamification ? ",{"__component":15,"id":55,"text":56},4988,"\u003Cp>Bon, OK, les jeux concours ont toujours le vent en poupe, mais oublie l’urne de tata s’il te plaît. Le game est aujourd’hui moderne, sexy, marrant et surtout 2.0.\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>🔊 Les incontournables de la gamification (tu nous diras merci plus tard) :\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>🔢 Les points\u003C\u002Fp>\u003Cp>💪 Les challenges\u003C\u002Fp>\u003Cp>🚩 Les niveaux\u003C\u002Fp>\u003Cp>🎯 Les badges\u003C\u002Fp>\u003Cp>🏆 Les classements\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>Pour que tu vois l’étendue des possibilités qui s’offrent à toi avec la gamification, on va te donner quelques exemples d’actions concrètes qui ont été mises en place et qui ont cartonné. Ouvre grand tes yeux et inspire-toi.\u003C\u002Fp>\u003Cul>\u003Cli>Pour lancer sa C5 Aircross, Citroën a proposé une expérience immersive avec un configurateur automobile conçu sur la réalité augmentée. Les utilisateurs pouvaient alors personnaliser leur véhicule avant de se rendre en concession pour essayer leur création.\u003C\u002Fli>\u003Cli>Tu kiffes les chasses au trésor ? Si oui, ça tombe bien, ce concept est un \u003Cem>must\u003C\u002Fem> ! On peut citer la réussite du hashtag #ibisTravelQuest où les participants devaient découvrir des mots cachés et résoudre des énigmes sur le compte Instagram de la chaîne d’hôtels Ibis (et d’influenceurs de voyage). A la clé ? Un séjour gratuit 😎\u003C\u002Fli>\u003Cli>Ralph Lauren a lancé un jeu sur un site Internet dédié et Snapchat où le client est le héros (en l’occurrence Polo Bear, sa mascotte). Il est alors embarqué dans les rues des plus grandes métropoles mondiales (Paris, New-York, Tokyo, Londres…) pour récolter le max de boules de Noël et de paquets-cadeaux en passant, \u003Cem>of course\u003C\u002Fem>, devant les boutiques de la marque. L’idée ? Les inciter à glisser sous le sapin un produit Ralph Lauren. Malin.\u003C\u002Fli>\u003Cli>Du côté de chez Blablacar, le game a été utilisé pour renforcer la confiance (qui est le principal frein au covoiturage, ce qui est quand même ballot pour la marque). Plusieurs niveaux d’expérience ont pour cela été mis en place sur la plateforme, incitant les membres à compléter leur profil et à laisser des avis. Cette technique a un nom : le « \u003Cem>leveling\u003C\u002Fem> », qui repose sur le fait que chacun veut aller au bout, et donc, ici, atteindre le statut d’ « ambassadeur » !\u003C\u002Fli>\u003C\u002Ful>\u003Cp>Tu l’auras bien compris, la gamification va bien plus loin qu’un simple jeu. Cette approche marketing répond à beaucoup d’enjeux auxquels tu seras confronté dans ta vie pro. Et tu sais quoi ? Ça tombe bien, l’IFAG te prépare au max à cela !\u003C\u002Fp>",{"id":58,"metaTitle":59,"metaDescription":60,"preventIndexing":61,"og":7,"twitter":7,"metas":62,"links":63,"shareImage":7},1297,"La gamification, un levier marketing performant | IFAG","Que dirais-tu de mettre un peu de piment dans tes stratégies et d’y intégrer des mécanismes du jeu ? Promis, on ne blague pas. L’IFAG t’explique tout 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