Though gamification is a familiar concept, it is undergoing a resurgence as brands look for interactive ways to further engage consumers. With the task of attracting customers and an overarching goal of building brand loyalty, gamification is seen as a tool to create positive connections and give consumers yet another reason to return to the brand – possibly resulting in those repeat purchases and brand advocates every brand covets. Although gamification helps marketers cultivate positive consumer engagement and brand awareness,....

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