The gamification of enterprise activities ; trends and adaption in strategic marketing

Abstract

In the present times, the average consumer is coming face to face with a vast amount of information. Enterprises are struggling to develop brand awareness and a multichannel promotion is a necessity while the digital channel rises up. The competition is intense and the customer recognizes little difference between enterprises that have common objective for promoting products or services. The need for gaining competitive advantage is the differentiated marketing as an option of a marketing strategy. Gamification is presented as an easy way to grow brand awareness and consumer engagement with the product or service,because it is based on a method that places the consumer at the center of its services and converts him from a passive user to an active gear giving value to the product and at the same time drawing benefits.Main scope of the current dissertation is the expatiation and the assessment of user experience of gamified applications in Greece, in excess of other digital media in conjunction with marketing concepts.For this scope,the frequency of usage of digital devices is examined and companies which are active in entertainment venues will be the initial benchmark.The findings show that digital media, such as search engines and social media, have a tremendous effect on the user, rather than gamified application, due to poor design or lack of motivation which is covered from the above. On the other hand, the user experience by gamified applications has shown better results regarding pragmatic and hedonic qualities,which can interpret user’s further engagement. But it is unclear if this marketing strategy it is more beneficial to promote on the massive consumption of digital media like search engines and social media instead of the ones mentioned above.