Engaging and Entertaining Customers: Gamification in Interactive Marketing

Devika Vashisht ()
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Devika Vashisht: Indian Institute of Management Sirmaur

Chapter Chapter 35 in The Palgrave Handbook of Interactive Marketing, 2023, pp 807-835 from Springer

Abstract: Abstract Gamification marketing is on the rise and that’s a prodigious update for all industries. Incorporating appropriately designed gamified content into the digital marketing strategy could be a game-changer for a brand to establish in the competitive market. While one may ponder that adding games to a brand’s marketing toolbox sounds like a child’s play, nonetheless, it will aid the brand cut the advertising clutter, stand out and escape mediocrity. However, implementing a gamified marketing strategy takes one’s time and effort to discover the right methods that impeccably suit a specific brand. This chapter provides an overview of interactive marketing, the need to become interactive, an outline of gamification, the need to gamify and different ways of gamified interactive marketing. Also, it highlights major areas of investigation, key benefits and insights from major marketing theories of applying gamification in interactive marketing and provides a framework for organizing gamification literature. Further, this chapter highlights the major findings derived from the literature, the critical discussion points related to theory and practice, the theoretical and practical implications of gamified interactive marketing and concludes with the future of gamification to help scholars and marketers to understand, design and implement gamified interactive marketing in business practice.

Keywords: Interactive marketing; Gamification; Conversational marketing; Advergames; In-game advertising (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-14961-0_35

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