This dissertation was written as part of the MSc in E-Business and Digital Marketing
at the International Hellenic University.
In the era we live in digitalization is the main protagonist of many fields of our life.
The sector of marketing is where it can be said that it thrives at blistering speed. Thus,
it is a matter of survival for companies and individuals involved in this sector to enter
and adjust to the changes that are happening. Digital marketing can be approached in
many and different ways. In this thesis we will focus specifically on the use of two
different methods to approach the subject.
To begin with, as mentioned above in the field of digital marketing we can use
different ways to attract and accomplish our goals. One rising technique is
gamification. Τhe emergence of activities, which are used to motivate actions cannot
go unnoticed. Specifically, many brand seems to adopt loyalty programs in order to
engage and motivate possible clients. Points, puzzles, contests & memory games are
some examples that are already used in order to attract the new and past clients.
Diving deeper, these technological innovations highlight the way digital marketing
can be approached in order to affect the human psychology.
In addition, another technology that is being explored is the eye-tracking method that
is also relatively new in the field of digital marketing. It is common, especially for big
companies to conduct surveys for their products or services before transitioning them
to the real market. Eye-tracking has been a way of examining the reactions,
interactions and movements of participant so as to proceed to the extractions of
certain conclusions. Companies seem to invest to the development and perfection of
software, not only for the use of digital marketing, but also for education, medicine
and other sectors where eye-tracking can thrive and offer solutions.
In this thesis, a combination of two surveys is going to be conducted. In particular, the
main aim is to realize comparative research between a gamified campaign and a video
campaign as well as the examination of eye-tracking methods towards a video
campaign. For this reason, quantitative research methods are going to be used along
with the platforms for the prosecution of the necessary tracing.
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