Gamify has Serious Implications for Digital Marketing


Digital marketers that want to ‘up their game’ should add ‘Gamify’ by Brian Burke to their summer reading list.

If you think that Gamification was a fad of the early 2000’s, you’re wrong. In the upcoming ‘Age of Big Data’ it might hold the key to digital marketing success and failure.  Gamify: How Gamification Motivates People to Do Extraordinary Things, by Brian Burke of Gartner, provides a must-have foundation in gamification for every digital marker.

The book introduces gamification, game mechanics and experience design. When the book was released in 2014, these topics had little to do with digital marketing.

In the two years since its publication, however, its become more relevant to marketers than ever. According to research by The Economist Intelligence Unit (EIU), 86 percent of marketers will own customer experience by 2020. According to the study, the top channels to the customer will be social media, mobile apps and the web.  This means that ill-prepared marketers need to understand these environments better than traditional marketing channels and evolve with them.

The good news is that a good experience on these channels, like a good game experience, is built on the motivation of channel users. Beyond badges, points, and levels, game mechanics may be the key to creating the optimal customer experience.  It enables marketers to create and leverage trigger events that put customers on a track to the information they need, in a means that motivates them most.

In the book, Burke introduces a Player-Centric Design process that should inspire digital marketers. The approach can be applied to many customer experiences and doing so aligns the customer needs with a businesses objectives to achieve shared goals.  It’s a great 21st century paradigm.

Burke also introduces the concept of ‘game economy’ to describe  motivational triggers based on a user’s self esteem, desire for social capital, rewards and entertainment.

If you’re a digital marketer, it’s time to learn the best principles of gamification and apply them to online marketing endeavors. A great resource to start with is Gamify.

It’ll help you take your digital marketing to the next level.