Gamificación como herramienta de marketing digital

Abstract

This study addresses the need to improve customer retention and online interaction for "Flip Flop," a company with a customer base of 150 individuals dedicated to the production and marketing of footwear. The research focuses on implementing gamification as a strategic tool in digital marketing. The main objective is to determine the relationship between gamification and digital marketing to establish advertising strategies. The methodology followed a quantitative approach encompassing exploratory, descriptive, and correlational scopes. Data collection combined literature review with field research. Gamified strategies, including challenges and rewards, were implemented. The results revealed the significant relevance of gamification as a highly effective tool in digital marketing. To assess the impact of gamification on customer retention and online interaction, the level of acceptance of the strategy was evaluated, reaching a considerable 55.3% acceptance among surveyed customers. The quantitative approach, through questionnaires, facilitated data collection from potential customers, highlighting the strategic importance of gamification in generating audience interest and engagement. Gamification proved to be an effective strategy for enhancing the connection between the company and its customers, underscoring its valuable role in digital marketing. These findings emphasize the importance of innovation in this field and provide valuable insights for future research. In conclusion, gamification emerges as a crucial tool for enhancing the company-customer relationship in the context of digital marketing.