Gamification in marketing strategies on the example of the e-commerce market

Abstract

A modern consumer using e-commerce can purchase products from companies operating throughout the country and abroad. This contributes to an increase in competition between entities with a similar offer and forces them to look for new ways to distinguish themselves from other companies. A modern way of gaining a competitive advantage is the use of gamification in the marketing strategy. The economic literature on the use of game elements in marketing is very wide, however, the use of this tool by companies operating in the e-commerce market has not been studied so far. This article fills this research gap. The main purpose of the work is showing that gamification is a marketing tool used in the e-commerce market, and in its implementation, research methods such as the analysis of literature and industry portals as well as case studies will be used. The article will discuss the genesis and essence of gamification, the reasons for its use in marketing, as well as errors and concerns with implementation, and examples of gamification implementation in the e-commerce market, along with the advantages of using gamification.

Keywords

• e-commerce
• marketing
• innovation
• gamification