ВИКОРИСТАННЯ ГЕЙМІФІКАЦІЇ ДЛЯ ПІДВИЩЕННЯ ЕФЕКТИВНОСТІ МАРКЕТИНГОВИХ INTERNET - КОММУНІКАЦІЙ

Abstract

The article summarizes foreign and domestic experience of using gamification tools in the field of Internet marketing – communications, including, within the content - marketing. The concept of «gamification», which was first used in 2002 by programmer Nick Pelling to create gaming interfaces for electronic devices, is disclosed. Approaches to defining the concept of «gamification» – as a measure of introduction of computer games in the non-gaming sphere of activity of the enterprise are analyzed. It is proved that gamification is most commonly used today to activate learning processes, to manage the motivation and behavior of company staff, and to a much lesser extent, to increase the effectiveness of the marketing communications complex.The trends of increasing popularity of Instagram and Facebook social networks in Ukraine as global trading venues are analyzed. It has been proven that social media sales can be increased by using gamification tools. Examples of successful experience in implementing gamification in social networks as an effective measure of enterprise marketing activity are presented.It is proved that gaming experience is specific to foreign companies only, so the topic of using gaming tools for Ukrainian business is relevant and needs further study. Provided information on using game tools on Instagram to increase sales activity.The basic conditions for the implementation of gamification in the field of Internet marketing - communications: creation of a system of goals, rules, rewards, a constant mode of feedback from the consumer, open competitive environment in the game process, monitoring of consumer activity. The technique of building an effective gaming system in the field of Internet marketing communications is presented.A number of examples in the article confirm the feasibility and high efficiency of using gamification tools in the marketing activities of the enterprise to increase sales and consumer loyalty.