DIGITAL MARKETING STRATEGIES WE CAN LEARN FROM CANDY CRUSH

Candy Crush Saga.

A game developed and released on April 12th 2012. I remember the first time I heard about it and all the excitement it had stirred in people. Out of sheer curiosity, I decided to download and play the game. And believe it or not, the game has quite the addictive effect on me.

I am sure that most of you have played the game or have at least heard of it. Research shows that 1 in every 23 people play the game.

Candy Crush is the most downloaded game ever on app stores and generates millions daily. It is also the most played game on Facebook. The game is estimated to be worth 7.1 US Billion dollars and currently has 93 million users.

For those who are not familiar with the game, Candy Crush is a game where players complete levels by swapping colored pieces of candy on a game board to make a match of three or more from the board and eliminating those candies from the board and replacing them with new ones, which could potentially create further matches. I know that is a lot to take in but it is easier when you actually play the game.

The concept behind the game is so simple yet it has such an impact. How do you get people to notice your business in a world where there is so much noise and competition? Knowing which digital channel is half the journey, knowing how to do it and which strategy to use is the other half. Some strategies you can use include:

1. Simplicity matters.
Keep the message simple and easy to relate to. Use visually appealing images. This helps in getting your audience’s attention. When creating that poster, use bright colors, highlight the Call-To-Action. When it comes to payment options, make it simple as well so that your users can easily make a purchase. The main reason why people play Candy Crush is because when starting out, the game is so easy to play and understand. Make sure that the website is easy to navigate as well. The modern day customer does not want to spend too much time navigating complicated websites.

2. Use of scarcity.
People want what they cannot have. People want that which can differentiate them from the others. Now when playing Candy Crush; you have to wait for 30 minutes if you run out of lives. This is a good strategy as players cannot wait for the 30 minutes to end for them to resume their game. And this in return produces desire. If you cannot wait for the time to end, then you have to pay to resume the game immediately.

How do you then use scarcity to your advantage? Show your consumers that your product is one of a kind. When creating offers, be sure to use a timer to show the audience that your product/service is there for a limited amount of time.

3. Free boosts
If there is something that people love is to get free things. This is what I like to call the something for nothing system. Candy Crush is free to download and play.

When you want to get leads, offer free e-books, webinars, samples, gifts, trails etc to your audience. Offer prospective clients functional but limited products for free and then when they are ready, they can easily upgrade and buy the product. This is essential especially if you are starting out and want people to find out more about your business.

4. Rewards
We all have that inner child in us that loves to be celebrated and appreciated. Candy Crush does this by offering boosts that will help you win in challenging levels. Also when you make awesome combinations, it rewards you by acknowledging the moves by using words such as ‘sweet’, ‘divine’ and this makes the player feel motivated to keep on playing.

Why is this important? Research shows that B2B with higher customer engagement results to 50% higher in revenue and sales. Also B2B with higher customer engagement results to 34% higher profitability. When customers feel engaged,they will more likely become loyal customers and will keep on coming back.

5. Proof of community.
What can make or break a brand is proof of social community. Since we are social beings, your audience wants to feel like part of a social community. This is why people rely on reviews to make sure that the company is what it says it is. It is easy for a person to purchase a product from you once they see a friend doing the same. Make sure you have active social media platforms where you engage your audience. Be sure to post fresh and engaging content that is specifically suited for your audience.

6. Optimization.
Survey shows that we spend 68% of our time on messaging and social media,44% on entertainment which includes YouTube and 33% on gaming.

The above statistics helps you understand which bases to cover. Candy Crush was well received as it was optimized for many devices and the same should be applied to your business as well. Be sure to optimize videos and other forms of content on mobile devices as research shows that it is the most used device. Use social media as per your audience, post fresh content. This will help in SEO ranking which is also very crucial to your website.

Conclusion
Let 2018 be the year where you get those leads that you have been chasing. I hope the above information gets you closer to your goals.

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