In the modern era of information technologies, when data is viewed as the most important asset, it is essential to reduce the negative impact of information management tools on citizens. However, with the introduction of gamification marketing tools, the probability of people involuntarily and accidentally disclosing their personal data has risen greatly (Boone and Kurtz 335). Gamification helps marketers to increase buyers’ emotional investment and elicit personal information about customers that informs the design of marketing techniques. However, gamification should be combined with traditional research to improve its effects, and its use should be made explicit to minimize its negative impact.
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The application of gamification-based marketing strategies admittedly helps small companies to expand into new markets and tailor their products to specific needs of target populations. Therefore, gamification should be viewed as a groundbreaking tool that allows maximizing business utility and increasing profit margins (Boone and Kurtz 335). However, my own experience shows me that, when coerced into providing personal data, customers feel cheated upon the realization of what has happened.
Gamification is a far more superior marketing tool than the traditional strategies such as direct selling, yet it may also have a vastly negative effect when applied inappropriately. Therefore, traditional marketing tools have to be used along with gamification, while companies have to make sure that customers are fully aware of their participation in a gamified scenario.
Although obtaining information about customers, which is the key purpose of gamification, provides companies with very valuable assets, the specified strategy needs to be modified to ensure that buyers are aware of its application. As a result, the harmful effects of the tool in question will be minimized, while crucial data about potential customers’ preferences will still be available to organizations. The suggested solution will allow acknowledging the rights of buyers, at the same time encouraging a company’s progress.
Boone, Louis E., and David L. Kurtz. Bundle: Contemporary Marketing, 17th + LMS Integrated for MindTap® Marketing. 17th ed., Cengage Learning, 2015.