Mobile marketing solutions company, PAG Digital, has launched a Gamification-as-a-Service (GaaS) platform, which aims to enable modern marketers to drive successful data rich mobile marketing campaigns.
According to the company, gamification in marketing is rapidly growing around the world due to its ability to underpin user generated content creation, leverage mobile and publish content with ease.
It reiterated a finding from the Interactive Advertising Bureau (IAB) Australia 2015 Mobile Landscape Survey Results, which stated that 41 per cent of marketers now see mobile advertising and engagement as a significant part of their marketing and expect to use mobile in half of their campaigns.
At the same time, satisfaction with the effectiveness of mobile advertising has increased, with 93 per cent of the buy side satisfied with their results. However, with 1.75 billion smartphone owners worldwide and 52 per cent of website visits now made via a mobile device, it claimed the opportunities for gamification are set to increase exponentially.
PAG Digital CEO, Geoff Marshall, said companies need to put meaning behind “the customer is king” sentiment, and become mobile customer-obsessed.
“Companies are having to work much harder to service and keep their customers. That means a whole-of-company obsession with delivering customers what they want before they know they want it. At the same time, the rise of mobility has been nothing short of dramatic. Smart phones, tablets and now wearable devices have come from nowhere to be the must-have items for anyone on the move.
“As a result, marketers must ensure their activities reach people via the small screens they have with them at all times. Mobile-enabled applications work best when their purpose is clearly understood, their functionalities are planned, and they support user and business requirements,” he said.
As such, PAG Digital’s proprietary Cloud-based GaaS solution is a software platform that supports the customer engagement economy by enabling brands and agencies to create and deploy mobile activations. Offered as a managed service, it supports key marketing strategy tactics, including sponsorship and media spend activation from any device.
It provides a modular suite of games, tools, and templates to make mobile marketing cost effective and easy to deliver. At the same time, brands can generate, shape and leverage their own content via social, mobile and online.
“PAG Digital has made the leap for marketers into consumer gamification and user generated content, easy, cost effective and reliable. We look forward to working with Australia’s leading brands on their gamification and content creation strategies moving forward,” Marshall added.