Gamification in automotive marketing : A conceptual framework for implementation
Tillström, Joni (2012)
Tillström, Joni
Metropolia Ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012061812846
https://urn.fi/URN:NBN:fi:amk-2012061812846
Tiivistelmä
This research outlines a conceptual framework for implementing a gamified web application into the branded website of an automotive manufacturer along with website design updates to increase interactivity and overall user experience. The extensive literature review establishes a strong foundation for the study’s arguments of improving brand loyalty and brand image, improving customer retention rates, increasing inbound site traffic and ultimately increasing the number of sales leads, showroom visits and higher profits. Success relies heavily on favorable and positive brand experiences that were found to increase customer satisfaction and brand loyalty. These brand experiences are to be delivered via a positive user experience of the manufacturer’s website and the use of newly developed gamified car configurator application. The objective of the application and site is to get the users to experience the state of flow, which is a positive, gratifying experience.
The study distinguishes several features such as accessibility, acceptability, ease of use and flexibility that should be incorporated to the design to ensure the appeal of a wide audience. As the configurator is to be implemented on the branded website, the site itself should be updated to aid in achieving the flow-state, with added interactivity, novelty and again ease of use, to prevent visitors from becoming frustrated. Following the recommendations of increasing interactivity and novelty, designing accessibility and the ease of use and implementing a social feature will allow the goals and objectives outlined above to be reached.
The study distinguishes several features such as accessibility, acceptability, ease of use and flexibility that should be incorporated to the design to ensure the appeal of a wide audience. As the configurator is to be implemented on the branded website, the site itself should be updated to aid in achieving the flow-state, with added interactivity, novelty and again ease of use, to prevent visitors from becoming frustrated. Following the recommendations of increasing interactivity and novelty, designing accessibility and the ease of use and implementing a social feature will allow the goals and objectives outlined above to be reached.