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B2B Marketing

Gamification: Data-Driven Motivation for Employees, Customers

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Published 2/20/2013


Author: Marguerite McNeal

​Marguerit​e McNeal​ is a staff writer for the AMA's magazines and e-newsletters.

Summary

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Angry Birds and Farmville might not seem office-appropriate, but the interactive design that encourages consumers to engage with these programs is working its way into gamification techniques in the B-to-B marketplace. While a game's sole purpose is to entertain, gamification is about measuring and motivating. As people spend more time online, they generate data with every financial, social and professional transaction, among others. Savvy marketers are taking that data and leveraging it to motivate employees and customers.

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