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What is gamification: how to use it in your online marketing strategy

4 min read

What is gamification: how to use it in your online marketing strategy

Gamification is an excellent strategy to use in online marketing. Its great attraction lies in the incentives it is capable of providing to users. This technique promotes play skills to encourage people to adopt a specific behavior . 

Applying it to social networks or a website, the incentives that are granted with gamification are of the type: comments, publication of articles, ranking of votes ... Creativity in this aspect is a point in favor, since it allows the user an entertaining interaction and funny

What is gamification: objectives 

The objective for this type of technique such as gamification in your online strategy is very simple: It consists of users becoming active participants on your website , thus achieving activities in which they obtain rewards: either through valuations, privileges, or special offers and promotions. The fundamental idea is to retain your users so that they return to your website. 

Creating a gamification campaign in your online strategy means offering amazing experiences to your users. By rewarding their actions, you promote dynamism, either on your social networks or on the web, which favors the flow of users to achieve meaningful interactions . 

Relationship with our users is a fundamental strategy in online marketing , which provides us with benefits as important as better web positioning, thanks to the constant interaction that is created through user comments and activity. 

Main incentives of gamification in online marketing

When we create a gamification campaign, we must take into account various aspects of the interaction we want to promote with our users. What is intended is that the client spends as much time as possible on the web, so that he knows all our news and ends up being our faithful follower. 

You can encourage users who visit your website or your social networks through different methods:

·        Ratings and levels, to grow status within the community. Rewarding opinions, questions, answers, and the degree of participation. 

·        Offer virtual or physical prizes to encourage the motivation of your users.

·        Give recognition to other users, making a ranking of achievements. 

Examples of gamification in online Marketing

Here are some examples of how big companies like Tripadvisor or LinkedIn use gamification in their online marketing strategy : 



Scores in levels for offering opinions on Tripadvisor


gaming linkedin

Assessment of interactions on Linkedin

These are two examples of the many that we can find on the most important pages and companies on the internet. The gamification strategy adds a plus to our users , offering them the possibility of being active participants in our brand. 

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Of course, there are many agencies that can help you use gamification in your online strategy. A useful way to locate them is to use , a matchmaking platform between agencies and companies at a European level, which has a presence in Spain. Sortlist is in charge, through a series of questions, of helping you choose the best agency for your specific case.




Gamification as a weapon to attract talent



This technique can not only be applied to product marketing: a fully digital recruitment system that includes virtual games can be used to make a selection from among thousands of participants, who will have to choose, to start their professional career, one of the departments of Unilever: Marketing, Supply Chain, Commercial and Finance.