Evaluating Gamification in Business Information Systems & CRM

This report evaluates the use of gamification in marketing activities and analyzes its integration with Consumer Relationship Management (CRM) systems within the context of Business Information Systems. It highlights how gamification can enhance consumer engagement, improve consumer experience and satisfaction, positively influence brand perception, and increase brand loyalty. The report further explores how CRM systems can be leveraged to personalize gamified marketing content, target different consumer segments effectively, and retain profitable consumers. It recommends that companies integrate gamification marketing with CRM systems to provide personalized gaming promotional material, strengthen consumer relationships, and maximize profitability, supported by references to relevant books and journals.

Business
Information
Systems
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Contents
TASK 5............................................................................................................................................3
Evaluation of gamification marketing activities.....................................................................3
Analysis of integration of gamification with consumer relationship management system....4
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TASK 5
Evaluation of gamification marketing activities
The focus of gamification marketing activities is to prompt consumers to take specific
action by using gaming elements in non-gaming context. Gamificiation marketing activities can
be used in any sector to gain employee motivation and engagement for long-term (Abou-Shouk
and Soliman, 2021). The accomplishments or rewards gained by the consumer upon winning a
game create a positive sense with the brand image. This promotes positive consumer behaviour
and motivation to continue playing promotion games offered by the brand. In this way
gamificiation of marketing can help business accomplish long-term consumer motivation and
engagement with the brand.
Consumer experience and consumer satisfaction can also be improved by effective
gamification marketing activities. Gamification helps businesses interact with consumers while
also providing them entertainment. Consumers can gain a sense of escapism while playing
gmified promotional activities which also contributes to their overall shopping experience.
Gamification makes mundane and boring aspects of shopping fun which has significant
improvement on shopping experience and provides additional value to the consumer. In this way
gamification supports betterment of consumer experience and consumer and consumer
satisfaction.
The way in which a consumer views the brand and values its services is also changed for
the better with the help of gamificiation. Consumers gain better knowledge about the product and
the brand with interesting gamification marketing tactics which helps change their perception
about the company and enhance perceived value. The positive emotions associated with
gamification marketing can influence consumer perception about the brand and increase brand
value in comparison to rivals who do not offer interesting gaming opportunities with their
experience
Gamification marketing has replay value which can persuade consumers to shop from the
brand again if the gamified promotional activities are very interesting (Dikcius and et. al., 2021).
This replay value can affect intent to purchase products or services positively and assist in
creating loyal consumers for the company. Brand loyalty can be increased through gamification
marketing as consumers gain better rewards and accomplishment by continuing engagement with
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the gamified activities and promotional elements. This can make the game habitual for the
consumer and positively affect their brand loyalty.
Analysis of integration of gamification with consumer relationship management system
Consumer relationship management system is utilized by businesses to manage company
relationship and interactions with consumers and potential consumers. The focus of consumer
relationship management system is on connecting consumers and the company and streamlining
business processes to offer better consumer experience (Feng, Tu and Hsieh, 2020). A strong
consumer experience management system helps the company gain better profitability by
delivering exceptional experience in comparison to rival organization. Integration of
gamificiation marketing activities can improve consumer experience system of the company to
enhance brand loyalty and profits.
Analytical Consumer relationship management system can be used by businesses to
analyse operational data gathered on digital behaviour of the consumers can support effective
integration of gamificiation. Analytical consumer relationship management system look at can be
used determine that bet ways of gamifying marketing activities for different consumer segments.
This can help ensure that effective gamified marketing material is prepared and reaches the target
audience to improve consumer experience. Creation of targeted gamified material for different
consumer segment can strengthen consumer experience as their digital environment including
gamified activities will be tailored to their requirements.
Consumer relationship management system track encounters with consumers and record
consumer communication to improve future interaction (Mokhtari, Khoddami and Osanlou,
2021). This aspect of consumer relationship management system can also be utilized for
integrating gamification. The existing data on consumer can be used to ensure that gamified
marketing activities can be personalized according to individual taste and digital behaviour of
consumers. Consumers will gain more entertainment through gamified content by using
consumer relationship management system as their accomplishment and rewards n the game will
reflect their individual preferences. Consumer relationship with each individual customer can be
enhanced in this way as their gaming content will also be adjusted according to their personal
wants and inclinations.
Consumer relationship management systems also help prioritize and segment consumers
on the basis of their profitability. In this aspect gamificiation marketing activities can be useful
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as they can help find more interesting ways to reach and retain profitable consumer. In addition
to this gamified content can also be made more affordable for audiences which do not provided
high profuts but forms a large part of the overall market segment. The integration of gamified
marketing material with consumer relationship management system can help the company retain
different audiences to remain competitive (Noorbehbahani, Salehi and Zadeh, 2019).
It is recommended that the company integrates gamficiation marketing and consumer
relationship management system to provide consumers personalized gaming promotional
material. This will make relationship strong with individual consumers and help the company
maximise profitability.
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REFRENCES
Books and Journals
Abou-Shouk, M. and Soliman, M., 2021. The impact of gamification adoption intention on brand
awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of
Destination Marketing & Management, 20. p.100559.
Dikcius and et. al., 2021. Learning marketing online: the role of social interactions and
gamification rewards. Journal of Marketing Education, 43(2). pp.159-173.
Feng, W., Tu, R. and Hsieh, P., 2020. Can gamification increases consumers’ engagement in
fitness apps? The moderating role of commensurability of the game elements. Journal of
Retailing and Consumer Services, 57. p.102229.
Mokhtari, L., Khoddami, S. and Osanlou, B., 2021. The Impact of the Experience of
Gamification Marketing Activities on the Dimensions of Brand Appeal: Focusing on the Role of
Brand Value. Journal of Business Management, 13(1). pp.184-208.
Noorbehbahani, F., Salehi, F. and Zadeh, R. J., 2019. A systematic mapping study on
gamification applied to e-marketing. Journal of Research in Interactive Marketing.
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