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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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15 Gamification Technique and Use in Digital Marketing

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Hicran Özgüner Kılıç

15   Gamification Technique and Use in Digital Marketing

Introduction

Games have been adopted by every segment of the society as part of culture since ancient times. The game culture coming from the old ages to the present day appears as an element that relaxes, entertains, and increases the motivation of many people trapped in the busy life. The gamification technique, which has come into our lives with the use of game designs also in the non-game areas for a certain period of time, is based on the game infrastructure. The gamification technique which has different application fields provides innovative solutions for marketing activities. It is important for enterprises to handle this newly developing technique with the right applications and to catch the attention of the consumers. This is because the new consumer called as digital consumer wants to interact with the brand through more creative and innovative ways, not by traditional marketing techniques and strategies.

The use of such elements as reward, status acquisition, and competition lying at the heart of gamification in marketing may attract the attention of consumers from every age group. The target audience communicating with the brand through gamified applications both has fun and establishes an emotional bond. It has become an important marketing technique for enterprises in digital marketing due to its ability to motivate users, to lead to repetition of desired behavior, and to increase loyalty for the brand through these...

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