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Gamification - the new tool for marketing

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Meeting with Italian Hoteliers, Nov 22nd 2016

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Gamification - the new tool for marketing

  1. 1. Gamification – the tool for marketing prof. Magdalena Kachniewska Warsaw, Nov 22nd 2016
  2. 2. What is gamification? the process of applying game elements to non-game applications hardware + software + funware ZichermannG., Cunningham Ch., Gamificationby Design, O’Reilly, 2011.
  3. 3. GAMIFICATION? WHERE DO WE USE IT? • education • human resources management • workplace • marketing • sales • finance • sports • personal development • healthcare
  4. 4. Gamification - examples • loyalty cards • coupons • discount cards missing elements status, prestige „loss aversion” mechanism
  5. 5. Why gamification in tourism? • new expectations of digital natives • more and more of new tools (social media, geocaching, viral effects) • new dynamics • shifting our needs of braging into sharing, commenting and tourism promotion 5
  6. 6. COBRA consumer on-line brand-related activities
  7. 7. Unusual moments digital recording as a key element of our experience FOMO@FOLO trends (fear of: missing out living offline) 8
  8. 8. a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user- generated content (UGC)
  9. 9. Hotel Nature Social commu- nity Suppliers Sharehol -ders Trade unions Compe- titors Media Emplo -yees Clients Local authori- ties Govern ment agendas
  10. 10. 12
  11. 11. Does it make sense to have: • Your own fanpage? • Your own blog? • Yours ow you tube channel? • Instgram profile? • etc.? How are you going to prepare content for so many media?
  12. 12. 4Ps 4Cs 4Es Product Customer value Experience Price Customer cost Exclusivity Placement Convenience ENGAGEMENT Promotion Communication Emotion
  13. 13. 18
  14. 14. Do not pay too much for marketing 
  15. 15. Socialnomics - the power of SM • social networking is reason No 1 to go on-line • 25% of search results for the World’s Top 20 largest brands are links to user-generated content (UGC) • 78% of consumers trust peer recommendations – only 14% trust advertisments! • we no longer search for the news, the news search for us… - the same is going to happen with goods and services • more than 1,4 mln pieces of content (web links, news stories, blog posts, notes, photos) are shared on Facebook daily!
  16. 16. Experience tourism • ACE (Adventure, Culture, Ecology) • ASI (Activities & Special Interests) • sightseeing  sightfeeling
  17. 17. 22
  18. 18. More than a hotel - more than spending money… How to collect points? • riding the bike / climbing the mountain etc. • visiting places and logging in tourism attractions • taking photos / films and sharing them in the app • asking your friends to join the app • solving the problems and answering questions • education • sharing opinions on places/products/services • being active!
  19. 19. Perfect example… 24
  20. 20. Hotel Gasthof Hintersee • winter preparation week • harvesting apples • raking autumn leaves • jams and apple pies 25
  21. 21. Marc Jacobs’ – # as currency
  22. 22. Game dynamics: • game elements that motivate a player to take up new challenges • guarantees satisfaction • is attractive for players Game mechanisms form game dynamics:  points+ feedback  status / level  badges  competition/ rankings  achievements/ challenges, special missions
  23. 23. 28
  24. 24. „From a system designed to provide material satisfaction, we are rapidly creating an economy geared to the provision of psychic gratification” Alvin Toffler
  25. 25. Thank you for your attention! and see you on Facebook ;-)

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