I confess: I’m addicted to Candy Crush. But then again, so are tens of millions of people around the world. I’m not a regular gamer or even a sometimes gamer, making the Candy Crush addiction that much more surprising.
During recent Candy Crush rounds, when I’ve run out of lives and had to wait a predetermined amount of time before continuing, I began to connect the experience to the challenge and opportunities faced by B2B marketers. Yes, that's right, I can connect anything in life to marketing.
Following are four best practices marketers can take away from Candy Crush.
1. Simple content is often the most effective. There’s nothing amazing about Candy Crush. No dazzling animations or user interface, or even a multiple player option. It’s simple. That simplicity makes the game accessible. While B2B has a place for the more provocative, thought-leadership type of content, don’t forget to include a healthy dose of simple, easily digestible prescriptive content.
2. The journey has no end. Have you ever reached the last level of Candy Crush? No, you haven’t. . . because it has no end. A new set of levels is added every three weeks. This is the way marketers should think of the buyer journey. The buyer journey doesn’t stop at the sale–it continues as long as the relationship exists.
3. “Gate” content at the most appropriate places and times. Think about your Web site content while reading this. Do you require users to fill out a form for every piece of content? Ungate the “easy” content in the same way Candy Crush allows you to play for many levels before hitting a gate. In the game’s case, it’s a paywall or a series of quests to play before moving forward. Either way, it requires a larger commitment from the user.
4. Big data insights lead to increased stickiness. The game’s simplicity is driven by a giant, complex algorithm designed to deliver the right experience at the right time. If the game were too easy, then I’d be bored; too difficult, and I’d move onto another game. Finding that right balance is based on how I interact with the game. Big data, and the insights derived from it, tell marketers when to push the right message (product vs. content) or when to cross-sell or upsell.
After experiencing the Candy Crush journey through 65 levels, I can see me moving closer and closer to conversion (paying). And that would be some achievement considering I’ve never spent a dime on, or through, an app before.
My mandatory waiting period has expired–back to the crushing!