Play in the digital world can be a powerful catalyst in the interaction between a customer, a product and the seller. 

Brands that understand how to engage and improve the experience, who enable experimentation and ultimately create an emotional connection, are ultimately more successful. Digital technologies that enable an audience to connect on a deeper level, wherever they are and whatever device they use, will define the success or failure of your product.

So how can using play in digital marketing improve customer experience:

the digital trinity

Ask and you will receive

Routine can be a playful engagement too. Take for example, the under-appreciated, but age-old “quiz”.

Facebook and Buzzfeed quizzes have mastered it. They create an atmosphere of play and at the same time capture people’s attention towards a particular product and service which in turn builds a level of engagement and intimacy.



But there seems to be lack of adoption of quizzes in wider marketing. With inbuilt Quiz apps, surveys and polls, you can measure your community and better understand behaviour and choice of your product and services, reaction towards a change in price, colour and in making decisions before the launch of the new product.

The correlation between taking quizzes, play and measuring performance is clear, according to Sherry Turkle, MIT Psychologist and Cultural Analyst.

“People have always been taking quizzes, but before social media you were doing it for yourself, but now they are specifically for performance. Here, part of the point is to share it, to feel “who you are” by how you share who you are.


Stimulate emotions… but with a purpose

Digital properties may be the only experience you have with a brand, so make this a playground for them to engage with your brand.

When you play with an emotion - a great video, a meme, a colourful animation; you may directly or indirectly increase a level of interaction with a particular product or service.


Listen intently and you will be rewarded

In May 2017, Entrepreneur said to avoid “boring marketing try new formats, new channels, messages; but most of all, be close to your customer”, play with them and you’ll learn together.

We believe if you’re going to truly connect with your customers, play can be a useful tool not only in the learning and development process, but also when you engage  with consumers needs and desires everyday.

By Peter Lines — Digital Strategist / Divide by Zero