Cristina Dominguez, Multimedia journalist passionate about new Internet trends. Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Master in Strategy and Creative Brand Management – UPF-BSM  Learn to conceptualize a brand and define its creative and communication strategy. Gamification is the process of implementing game mechanics in a non-playful context, with the aim of achieving greater engagement with the user. Marketing is a sector that is already exploring its potential, introducing contests, rewards or badges to make the consumer want to interact with the brand. The truth is that brands are increasingly introducing gamification elements, as the market itself becomes more sophisticated and grows, something that it is doing at great speed.

In fact, the gamification market is expected to experience exponential growth over the next three years, so that by 2019 the growth rate is higher than 48%, that is, the current investment will practically double, according to a report by Norway Email List . One of the main trends behind this growth is the increasing importance of social media. These platforms are becoming essential marketing channels for companies, and in a context in which engagement on networks such as Facebook is decreasing, companies are increasingly turning to integrated gamification applications to recover it.

Thus, the report points out that it is the need to improve interactions with the consumer that is the main driver of the popularization of these applications. Information on customer buying behavior is key for marketers to design effective strategies for consumer participation in proposed “games” and activities, and these activities, in turn, provide information (beyond of the emotional relationship that can be established) which is also important to develop competitive marketing campaigns that reduce the time of the purchase cycle and are able to generate leads. However, one of the great challenges for the growth of the gamification market has to do with the difficulty of finding the right solution for each situation. Gamification techniques are only useful when they are perfectly adapted to the needs of each client.

Gamification can become an essential resource to improve the customer experience. Taking advantage of the dynamics of the game to create conversations with consumers helps to build loyalty and to know the consumer better, and that is why more and more companies are using them. Gamification, in fact, is a recurring concept on lists made by marketers on emerging techniques that will shape the future of marketing. Gamification can also add value to the shopping experience, which goes beyond seeing, buying and paying. And not only does it improve this experience at the time of purchase, but it also allows to anticipate the needs of consumers and their tastes, since consumers are more inclined to share information about their shopping habits in this friendly and playful context.

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