Living on the era of the 4th industrial revolution, the digital evolution, the radical transformation of the market and the velocity of the technological breakthroughs makes it, absolutely, essential to have the user as the eye of the cyclone. On this stage, getting a consistent feedback from the side of the user and the maximum of data possible seems crucial for the further exploring of digital marketing.
We identify that user engagement and user experience (UX) are the main pillars that could help on the successful built of marketing campaigns and surveys. This thesis has as main target to examine and research the impact that gamification could have on engaging the user and providing a better user experience on marketing campaigns. Our method is based on building and testing different prototypes of marketing campaigns conducting an A/B testing between a gamified marketing campaign and an e-mail marketing campaign. After that, we are using qualitative and quantitative research methods for the further analysis and results.
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