Week 10

Media richness and Gamification

Convergence of technological devices has made an impact on traditional media channels as they only allow individuals to consume it passively. On the contrary, convergence of technological devices enriches traditional media channels, which has made it possible for individuals to consume media channels through interactivity. Additionally, rich media allows the marketing and advertising industry to communicate information virtually, resulting in direct product experience (Klein, R. L. 2001).

Communicating a message through ‘rich’ media
As media platforms are developing, individuals can choose different platforms in order to convey and communicate messages. Moreover, the question is which channel should be utilized in order to communicate a specific message? Dennis & Valacich (1999) answered this question with the ‘Media Richness theory’. The theory explains how certain media channels are superior transmitting information. As complex information might be open to several interpretations misleading consumers, richer media is preferred to utilize in order to convey a complex message (Dennis & Valacich, 1991). Furthermore, utilizing richer medium reduces uncertainty and misinterpretation of the conveyed information.

A good example of how rich medium can be utilized is in advertising. The luxury brand Chanel created an interactive online advertisement where the message is delivered through an engaging flash banner.

This video exhibits how convergence of technological devices has developed new trends in the marketing and advertising industry which is relevant in today’s society in order to attract consumers. According to Hallowell (1996) customer relationships is an important factor to the marketing and advertising industry as it build customer loyalty and results in profitability. Furthermore, as brand loyalty and the purchase decision have gone through an evolution, many marketing and advertising agencies has incorporated new strategies, adopting technological trends in order to meet new generation consumers (The Amma Group, 2008). As today’s generation is savvy and sceptical to passive advertisement, which is broadcasted to them, engagement is a key factor in order to attract an audience (The Amma Group, 2008).  Not only do consumers seek engagement, but also expect it due to technology (The Amma Group, 2008). The notion of technology, Internet and consumer engagement leads to another concept, which the advertisement and marketing industry has adopted. 

Gamification
‘Gamification’ incorporates the mechanics of gaming to non-gaming activities in order to engage consumers to participate in some activity, content, campaign and community (Bunchball, 2010). Gamification can be integrated in marketing and advertising campaigns and communities online as they allow individuals to engage and participate with the brand or product. Furthermore, gamification creates an engaging user experience, establishing long lasting relationships (Bunchball, 2010). As long lasting relationships are substantial for the advertising and marketing industry, several agencies has incorporated gamification as a form for strategy in order to attract a superior audience.

Virtuality
As gamification can drive virtually several forms of participation, the concept of ‘virtuality’ is significant to explain. Flew (2008) explains virtuality as a feature of new media which facilitates computer-mediated communication (CMC) which is dispersed in time and space and can be used as a communication tool, globally. Consumers utilize multiple channels in order to communicate with other individuals; some of these channels are found in virtual space. These communication platforms are called virtual communities such as Facebook, MySpace and Twitter and Second Life.

As gamification can take place in virtual space (Bunchball, 2010) listed several ways individuals can participate online: watching videos, creating content, sharing personal information, viewing photos, rating products, voting on content, taking quizzes and opting into email communication. Moreover, the result of gamification in virtual space has impacted the marketing and advertising industry as new opportunities to engage consumers has occurred.

Marketers and advertisers reach out their message in order to reach a specific target market based on demographics (The Amma Group, 2008). By incorporating technology and gamification online, agencies can select different mediums that are ‘richer’ than others in order to engage directly with consumers in virtual space.

Gamification through Iphone Applications
As IPhone is an significant tool to utilize for marketer and advertisers Starbucks decided to create an application for IPhone where customers can view their balance on the Starbucks card and track down the rewards by points through the IPhone. The video below demonstrates how the IPhone application can be utilized, engaging customers to activate purchase with rewards.

As a result of gamification, businesses can take control over the brand experience through interactive media channels, encouraging participation and sharing with friends (Bunchball, 2010). Furthermore, online activity can lead to product discovery, followed by continual engagement and interface to build brand relationships with the customer (The Amma Group, 2008).

To conclude, it is obvious that technological convergence had lead to a participative culture, which means that individuals are actively involved in activities online, creating and sharing content (Jenkins et al.,2009) As individuals has incorporated The World Wide Web as a part of a lifestyle, marketers and advertisers has to keep up with the market trends in order to sustain competitive advantage, increasing profits (Bunchball, 2010). Moreover, gamification borrows game mechanics, contributing to addictive user experiences. The game mechanics applied, satisfies human needs and wants. Bunchball (2010) made a figure, which explains how gamification mechanics gratify human needs and desires.




The goal of gamification is to engage with consumers and actively encourage them to participate (Bunchball, 2010). As this goal is relevant for the marketing and advertising industry, gamification should be incorporated in order to enhance brand, product or service.

References

Dennis R, A & Valacich, S,J. (1999). Rethinking Media Richness: Towards a theory of media Synchronicity. Hawaii International Conference of System Science.Gamification 101: An Introduction to Use of Game Dynamics To Influence Behaviour (2010). BunchBall Inc.

Hallowell, R. (1996). The Relationships of satisfaction, customer loyalty and profitability: an empirical study. Harvard Business School. Boston, MA, USA.

Intergrated Lifestyle Marketing & Consumer Engagement. Sniper Marketing. The Amma Group. 2008).

Jenkins, H., Clinton, K., Purushotma, R., Robison, J, A., & Weigel, A. (2009). Confronting The Challenges of Participatory Culture: Media Education for the 21th Century. Building the Field of Digital Media and Learning.

Klein R, L. (2001). Creating Virtual Experiences In Computer Mediated Environments. Rice University. Houston, Texas.

Pasternack, T. (2010). Rich Media Ads. Adobe Developer Connection. http://www.adobe.com/devnet/flash/articles/rich_media_ads.html