These days, gamification is a marketing buzzword, seemingly ubiquitous in the industry and sometimes seen as a foolproof way to inject a little fun into consumer engagement campaigns. Gamification, however, is actually a complex, sophisticated approach to behavior change, and in order to successfully use it to motivate brand engagement with consumers, it’s necessary to think about it in a systematic way. At HelloWorld, the Promotions & Loyalty Solutions group within Merkle, we....

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