The day of engagement and gammification
On this 3rd day of ad:tech Tokyo 2011 we explored customer relationships, story telling and engagement under a playful approach.
Early in the day we learned from Razorfish that we live in a world of change and that Marketing is everything we do to make a product unique. We are dealing with complicated and more granular channels of communication and interaction so, when in doubt we must “do.”
Take-aways from the early morning:
1. Change reality
2. Think like a product developer
3. Come up with big, but different ideas
4. Plan from idea down
5. Promote creative collaboration
6. Have more fun
7. Achieve more satisfaction
8. And more importantly, do something
Later on Microsoft told us not to be so fascinated with technology per se and to think more deeply about how to use technology with purpose. This opened the way for The Financial Times to make a clear demonstration of how to have purpose at the time of being creative and acquire, and more importantly retain, a large base of subscribers.
With HTML 5 and an innovative approach that lowers costs and maximizes value, The Financial Times showed a successful multichannel strategy that while playful is making its business thrive at a time and in a world where people have grown used to read the news for free.
At a local scale we heard from the Nikkei Newspaper with a similar model based on four steps to generate subscriptions and increase page value
The afternoon took engagement very seriously and focused on how engagement and gammification connect. From very creative examples like Space Balloon by Galaxy to the now rationalized AR developments we learned about how conversion happens as a result of engagement which subsequently occurs as a result of a gammification process.
All things coming together, we then learned about how important it is to tell stories and integrate traditional with social media, promote gammification and collect big results.
Closing the day was the last keynote by Facebook’s Asia Pacific leader Erik Johnson who told us that we leave in a better world because it is connected and that a more connected world will bring upon us a better world. In this world, we have to do three things:
3) Create communities
This was a great day and a great ad:tech. We learned immensely about the role of the social media and its relationship with CRM and taking things further today, we learned how engagement amplified by the concept of gammification is now and more than ever accelerating the advertising and digital communication industries.