How Gamification of Business Process Yields Successful Results

How Gamification of Business Process Yields Successful Results - Duct Tape MarketingSimulating business processes in the gaming scenario is an interesting way to keep yourself intrigued in the business. Better if you were once a gaming freak in your early days of life. No matter if you are an employee, CEO, or even a stakeholder. You need to get aware of the buzz around Gamification. It simplifies your task to comprehend and analyze the business process to undertake resourceful activities.

Gamification is a trending tool to grow skills, behavioral design patterns, and solve problems that facilitate innovation. Gamification is the process of deploying gaming techniques designs to the business framework. The aim is to engage efficiently and motivate the ones who works for the common goal of the organization.

The noticeable advantage of Gamification is that it makes learning more exciting by incorporating visual gaming elements and keeping it more practical. The idea is to convert the business activities into games in an assertive manner.

Often, technology is integrated into the Gamification process that leads to innovation in the process along with the personnel growth, employee performance management, and escalation of a learning curve.

According to numerous industrial experts, gamification brings a positive change in the way people evolve within the organization. It is because there is much more to gamification than just badges and points. If deployed strategically, it might turn out to be the most popular mechanism to alter business operations in all the departments.

According to Brian Burke, it is an entirely different model altogether, and it might be possible that a lot of stakeholders in Information Technology organizations are unaware of gamification.

Undoubtedly, effective implementation of gamification technique can lead to a significant increment in business revenue as well. The entire process involves employees, customers, and any other group of interest who interacts with the business on a frequent basis. Few examples of companies or organizations that have managed to apply gamification effectively are Nike and Khan Academy. Nike utilized the concept of gamification to enhance the engagement level of fitness maniacs to take their workout session to a higher standard. On the other hand, Khan Academy does it to improve the students’ learning experience.

Since gamification is one of the new age practices that companies have their eye on, the initial phase of this rise has been followed by various misconceptions regarding its implementation. One commonly heard myth about gamification is that it is only for the young learners or perhaps, it should look like a game.

But in reality, the organization is expected to pay attention to their gamification design as even a bit of error can prove hazardous. Here are few of the steps that you can follow to figure out the appropriate gaming application for your business.

  1. It is important to define the target players to get them actively involved in the gamification process. It can be anyone; specific departmental staff, certain distinctive employees, managers, or even customers.
  • In the case of engaging employees in the process, the prior objective should be to maximize the return on investment (ROI). The ideal way is to determine the areas you intend to improve.
  • Designing Gamification process for customers requires you to retrospect the online engagement model as well the offline methods. In the case of B2B business, the ideal way is to come up with a robust symbiotic gamification model for business progression.
  1. It possible to simply gamification in multiple areas like health and wellness, sales performance, training, and retention.
  • In the case of health and wellness, the organization must come to a customized solution. In the event of health and wellness gamification, you can opt for a successful platform like Keas.
  • For gamification of the sales process and gauging its performance, the decision regarding the integration with the CRM software must be taken. If work process permits then it is best to go ahead with the Fantasy Sales platform for else Play Vox is always the best bet.
  • The training and retention area requires management to determine whether a deficit of learning management system. If there is, then is Badgeville offers a suitable platform. While in another case where the Learning Management System is already implemented, Wheeldo can work wonders.
  1. While targeting gamification method for customers to increase online engagement, you should determine whether it is for new clients or customer retention. In either case, you have the option.
  • While aiming to attract new customers, you can opt for any intuitive platform, or else, Gigya serves the purpose for customer retention. However, if your target is not limited to the enhancement of online engagement, then you should determine whether you would like to get regular customers back into your retail stores.
  • In case you are looking for restaurant management solution by gamification of the restaurant process then you should go for Belly. In case you run a retail store, then you should go for Perkville.

How Gamification of Business Process Yields Successful Results - Duct Tape Marketing

Shahid MansuriShahid Mansuri co-founded Peerbits, one of the leading mobile app development companies, in 2011. His visionary leadership and flamboyant management style have yield fruitful results for the company. He believes in sharing his strong knowledge base with a learned concentration on entrepreneurship and business. Being an avid nature lover, he likes to flaunt his pajamas on the beach during the vacations.

5 Visual Storytelling Trends That are Shaping The Future of Communication

5 Visual Storytelling Trends That Are Shaping the Future of Communication - Duct Tape Marketing

photo credit Pixabay

Visual storytelling is one of the most potent forms of communication in existence today. From films and virtual reality experiences to interactive games and data visualizations, visual stories are revolutionizing the way we persuade audiences with our messages.

While brands and marketers have generally lagged behind filmmakers and the media in the visual storytelling department, this is rapidly becoming a thing of the past as marketing shifts from “interrupting what people are interested into becoming what people are interested in,” in the words of Marriott’s VP of content marketing, David Beebe.

As the Internet of Things and wearable tech take us closer to a perpetually connected world, visual storytelling will be all around us. From having conversations with our favorite characters to playing games that will help feed the homeless, these visual storytelling trends will allow us to live within stories of our making and, in the process, blur the lines between reality and fiction.

Restrained only by the pace of technological innovation, here are five visual storytelling trends that will shape the future of all communication-related fields:

1. Never-Ending Stories

Audiences’ appetites for captivating stories is growing insatiable–so much so that they don’t want to see them end.

Just take a look at the recent trend in rebooting classic movies and hit TV shows and the nostalgia that leads movie studios to make a profit off of these–even if they’re rarely as good as the original.

In line with this demand, visual stories will increasingly run parallel to our real lives. This means that stories will not only occur in real-time, they will also happen 24 hours a day, 7 days a week.

This means that if you tune into one of these story worlds in the middle of the night, you may find that your favorite character is tossing and turning or staying up late to catch up on some work.


Or in the middle of your lunch, you might receive a notification from this parallel story world stating that your character’s town is under a tornado watch.

In fact, we’re already seeing this trend taking shape on social media. On Twitter, for example, you’ll find Mad Men’s Don Draper tweeting regularly to his 18,000 followers and Homer Simpson amusing his 2.27 million followers.

The growth in popularity of live-streaming apps such as Periscope and Meerkat, which allow audiences to interact with personalities in real-time, is another indicator of this trend.

2. Hyperreal Storytelling

The future of visual storytelling will not only follow a 24/7 cycle; it will also appear more real than reality itself.

I call this trend hyperreal storytelling, and it refers to the way technologies such as virtual and augmented reality are allowing us to create immersive stories that appeal to several of the five senses.

Some of these experiences are so authentic that they have the power to fool the mind and body into reacting as if living through the real thing.

Patients with post-traumatic stress disorder, for example, have already benefited from therapeutic virtual reality sessions that place them in lifelike but controlled situations, fooling their bodies into registering these as positive “experiences” in which they conquered their fears.

If you think this is too far down the road to think about, take a look at Lucasfilm’s next virtual reality movie about Darth Vader. Set within the Star Wars universe, the movie will allow participants to walk around, manipulate objects, touch characters and even influence the outcome of the story. (In line with the previous trend, it will also have a 24/7 cycle that continues beyond the user’s experience.)

3. Connective Storytelling

Audiences who grew up with the Internet don’t only crave interactive experiences–rather than passive spectatorship–they also want to connect with other people, whether real or fictitious.

Three-dimensional, relatable characters have always been at the heart of the most beloved stories, but in the future of storytelling, it won’t be enough for us to connect with characters emotionally–we must also be able to walk a mile in their shoes.

In the VR experience called “Nerve,” for example, users can put themselves in a movie character’s shoes and experience what it’s like to ride a skateboard while holding onto a police car or climbing a ladder from one high-rise to another.

Or in the Project Syria experience, viewers can feel what it’s like to live in a Syrian refugee camp and sit alongside grieving families as they hear deafening gunfire and rockets overhead.

4. Social Impact Storytelling

Related to the previous trend, visual storytelling of the future will also be used to increase empathy for others and raise funds for social causes.

Just like Project Syria, there are already dozens of VR experiences that aim to increase awareness of the plight of those who are less fortunate.

From living as a homeless person to suffering from Parkinson’s disease, these VR experiences are paving the way for storytelling that has an actual impact on the real world.

There are also social games that are used to raise funds for different causes, such as this initiative which urges participants to become real heroes by playing a game that will help raise money for a children’s hospital.

5. Brand Storytelling

When it comes to crafting unique virtual reality experiences, brands are not far behind filmmakers.

5 Visual Storytelling Trends That Are Shaping the Future of Communication - Duct Tape Marketing

photo credit IKEA VR Experience

IKEA, for example, launched this VR experience that allows users to walk around and interact with a virtual kitchen. They can open drawers, move objects, change the look and feel of the kitchen and even explore the space from the point of view of a child.

Always the content marketing trendsetter, Red Bull also created this immersive flying experience which allows participants to enjoy a wild, realistic air race simulation.

Authors of Our Own Stories

In line with these trends, communicators of all types, especially marketers, must then strive to create content that is:

  • Interactive
  • Authentic
  • Immersive
  • Impactful
  • Continuous

Although most of us will not be able to assign millions of dollars to the creation of a VR experience just yet, the trend is clear: The stories of the future will not only become more visual, they will empower us to communicate more vividly than ever through alternate worlds and characters so believable they will blur the lines between fact and fiction, between natural realities and invented ones.


Nayomi ChibanaNayomi Chibana is a journalist and writer for Visme’s Visual Learning Center. She has an M.A. in Journalism and Media from the University of Hamburg in Germany and was an editor of a leading Latin American political investigative magazine for several years. She is particularly passionate about researching trends in transmedia storytelling.

How to Create a Compelling Six-Second Brand Story?

How to Create a Compelling Six-Second Brand Story? - Duct Tape MarketingWith the proliferation of media and the rapid adoption of digital channels, consumers are bombarded with thousands of brand messages and stories every day. In fact, marketing experts estimate that, on average, people are exposed to over 5,000 advertisements each day, making it harder than ever to gain the customer’s attention.

The reality is that you have six seconds to tell your brand story and make a connection with your customer. Yes, six seconds. A 6-second window to give your customers, your audience, a reason to care, and a reason to want to learn more about your offer. Success in those six seconds depends on the perceived value that your brand will bring to the customers’ lives: the “Why you do what you do.” This message needs to be always refined through the lens of simplicity, clarity and alignment; the three foundational pillars that a brand story absolutely must have to connect and engage with the customer.

The Big Difference Between “What” and “Why”

Why should a customer care? Why should they listen to your story? Wrestling this question to the ground from the customer point of view requires you to go to a deeper and more emotive level of engagement with your customers by distilling down the “why you do what you do” as a company into a “why” that captures the customer’s imagination.

Most marketers focus on the “What”: the product and its functionalities. Whereas the customers are willing to know “Why” that product is so different than all the other options available, and “Why” does it matter to them. For customers, the “Why” must speak to the true impact and purpose that you deliver to their life. It must resonate with the customer in such a way that he or she wants to be a part of the brand story.

With that in mind, here are the top five guidelines to create a compelling 6-second brand story:

1. Start with the Mind of the Customer

Your brand story must be simple, clear and aligned with your customer’s needs and wants. It must be bold and encourage exploration.

2. Simplify a Complicated Issue or Problem

Simplify the essence of “Why” the brand matters, or what is the value that it brings to the customer. Most customers have neither the time nor the inclination to try to figure this out on their own, which is why this question needs to be answered through the simplicity of a great story.

3. Stir Emotion in the Consumers Mind

Give people a reason to care, a reason to buy, and a reason to stay. People don’t buy from making logical, rational buying decisions. They make emotional decisions and then justify those decisions by rationalizing them with facts.

There is a huge difference in whether your audience views your story as just another transactional relationship or a story that emotionally connects with their professional or personal journey.

“Good marketers tell brand stories; great marketers tell them with purpose.”

4. Be Memorable in Striking a Chord that Prompts an Internal Question or Reflection

What do you want people to think when they see or hear your brand? People will be more engaged if they can actually relate to a story rather than listening to fact-laden statements about the wonders of a product.

5. Make your Customer the Hero of the Story

Compelling stories resonates when the audience can put themselves at the center of the story. We must make customers the hero, while the brand assumes the role of a mentor. When your goal becomes participation, rather than control, the hero is more likely to let you into their world [and their story]. You can start by focusing on experience-based efforts for a better customer engagement.

“Make the customer the hero of your story”

– Ann Handley, MarketingProfs

That’s it! Sounds easy right?

Not really… Creating a compelling 6-second brand story can be challenging. It requires a diverse set of scientific skills and an artistic eye. No matter how short the message is, never short-change the depth and richness of the story. And always remember to ask yourself: does your brand story pass the test of simplicity, clarity, and alignment? Can you tell the brand essence in six seconds? Is the story so compelling that it can transform your customer into a storyteller on your behalf?

The Power of Transformational Marketing: Aligning the Story, Strategy, and Systems

 Once you have the Story, the next step is to connect with your customers through formats that they consume, in channels that they use, across every touchpoint in the buyers’ journey. Your customer is not only at the center of the story but also at the center of your strategy.

“Story without Strategy is Art; Story with Strategy is Marketing”

Your Strategy should be a clear path to reach your target audience with the right message, through the right channel, at the right time. It requires ruthless focus and consistency throughout your entire organization, both internally and externally.

Now, all that’s missing to truly transform your marketing is the alignment of the Systems, which is how you communicate that Story to the consumers. It enables you to flawlessly execute your Strategy and measure the return on your marketing investment. All the enabling technologies, employee communications, sales collateral and processes must be fully aligned to bring your brand to life.

This is the secret of Transformational Marketing: Having the right Story, the right Strategy and the right Systems in place to unleash the true power of your brand. Transformational Marketing alters business models by changing how organizations market, communicate, and sell to customers. By providing products and services that actually make the customers’ lives better, companies build valuable customer experiences and transform customers into brand advocates.

How to Create a Compelling Six-Second Brand Story? - Duct Tape Marketing

Dave SuttonDave Sutton is a global authority today on Transformational Marketing– enabling businesses to reach, connect and engage with customers in a way that gives them a reason to care, a reason to buy, a reason to advocate and, most important of all, a reason to stay. He is the founder of TopRight, LLC– a Transformational Marketing firm that helps companies move to the top right quadrant of their competitive frame, and corner the markets where they choose to compete. TopRight’s 3S Playbook model of the right Story, the right Strategy, and the right Systems turns sales transactions into customer experiences that connect and communicate why you do what you do and what difference it makes for your customers. Follow Dave @TopRightPartner.

YOU Are the Message: 4 Ways Branding Impacts Your Bottom Line

YOU Are the Message: 4 Ways Branding Impacts Your Bottom Line - Duct Tape Marketing

photo credit Media

Branding. You’re either one of the few businesses doing it right, or you revere it as some mythical marketing tactic that you’ve never quite been able to master. If you fall into the latter category, it’s time to stop procrastinating and hop on the branding bandwagon. The fact of the matter is, products and services have lifecycles, but brands have staying power.

Multiple studies have shown that brand recognition is a common denominator in consumers buying decisions, especially when it’s a product or service they’re unfamiliar with. Couple that with the fact that many modern businesses don’t have brick and mortar locations, and somewhere in the neighborhood of 50% to 90% of a company’s value is now attributed to non-tangible assets and you have a very strong case for building brand awareness. In case you’re still not convinced, here are four more ways branding impacts your bottom line.

1. Branding impacts your ability to attract and retain top-tier employees and talent.

It’s no secret that top talent can help cultivate growth in your business. Attracting the right team can mean the difference between complete success and utter failure.

Today’s employees have more knowledge, information, and power at their fingertips than ever before. With so many options, it’s important that your brand is able to cut through the noise and catch the attention of top tier talent before someone else does. Company culture has become a buzzword for a reason. Employees aren’t just looking for a paycheck anymore; employees want to work for brands that share similar values and visions.

An example of branding gone completely right in attracting world class talent is Google. Who hasn’t heard about how awesome Google is to work for? Google knows who their target audience is, is clear about what they stand for, and they’re big on company culture. At the end of the day, that means Google ends up with top tier employees and interns, a very low employee turnover rate, and an extremely high-profit margin. Win, win, win.

2. Branding increases customer loyalty.

Attracting new customers and clients by implementing solid branding guidelines is important. But equally as important, if not more important, is retaining existing customers who are loyal to your company. In fact, 70% of companies’ state that it’s cheaper to retain an existing customer than attract a new one.

Branding done right not only helps you keep customers, but also turn customers into loyal, raving fans. The fact of the matter is, your existing customers can be your biggest untapped asset when it comes to increasing sales, and also reaching potential new customers. So, it stands to reason that you need to stay at the forefront of their minds to reap the benefits. Seth Godin’s book,‘Tribes’ does a fantastic deep dive into how your personal brand helps you assemble your tribe.

3. Branding leads to decreased price sensitivity.

Research shows that consumers are willing to pay more for nationally recognized brands. Despite having similar products and services to competitors offering a discount, a surprising number of consumers are willing to pay a premium for credible, recognizable brands.

Take the Apple/iPhone/iEverything phenomenon, for example. Consumers who nickel and dime every day of their lives will gladly wait in line AND pay a premium every time a new iPhone hits the market. It’s not because there aren’t similar products available at a cheaper price. Some of them may even be of an equal (or better) quality, but thanks to Apple’s phenomenal job in the branding department, their target market is no longer sensitive to price.

4. The right branding strategy leads to an increased market share.

If you’re one of the lucky businesses that are first to get your brand solidified in your customer’s minds, then you have a distinct advantage over your competition. Being at the forefront of brand recognition in your market increases the barrier to entry for competitors who come after you.

The good news is that even if you’re not first in your industry or niche, you can still capture an increased market share by focusing on branding. You’ll have to be more aggressive in your approach, but you can become a brand that your target market takes into consideration if you focus on brand recognition and help them remember your name.

Bottom Line: Branding = Increased Visibility and Profits

To state the obvious, you can’t build brand awareness without first creating a branding strategy that reflects your company values, missions, and vision. In order to create the brand recognition and credibility you need to improve your bottom line, you must first identify your target market and expose them to your company via multiple channels.

Evaluating the messages your logo, website, and branding guidelines send to your target audience is a good place to start. Once you’ve got those nailed down, it’s time to pinpoint the best channels for getting your brand in front of your target market. The good news is, with the accessibility provided by an always-on internet, it’s easier than ever to figure out where your target audience hangs out and how to get in front of them.

Blair NicoleBlair Nicole is the CEO & Founder of Media Moguls PR, host of the #KickassPR podcast, and Columnist at several well-known business outlets. Marketing and traveling are her passions, and she travels around the world full time with her 4-year-old son, working remotely, and speaking to business audiences of all shapes and sizes.  Blair’s motto is “Kick ass, don’t kiss it!”