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Game tactics can make marketing work harder


Game tactics can make marketing work harder

The notion of marketing success is increasingly linked to a brand’s ability to have consumers talk about it, connect with it, like it, in other words, engage with it. The question for many marketers is how to translate this in business performance, through a change of behavior or an increase in transactions. PHD’s annual conference, BrainScape, this year will address the critical topic of how to make engagement pay.

Set to take place on October 23 at the Address Dubai Marina hotel, the fourth edition of the communications planning network’s conference will be headlined by Gabe Zichermann, the founder and CEO of Dopamine and Gamification Co, a noted speaker and author, and a prominent consumer/employee engagement design expert.

A regular at TED events, Zichermann is an ambassador for gamification, the use of game thinking and dynamics to engage audiences and solve problems. At BrainScape he will make the case for gamification in the business and marketing context, using concrete examples and offering practical advice. Rupert Slade, head of international at PHD CEE, will explore how engagement is being developed across touchpoints, measured and made relevant to a brand’s market performance. In other words, Slade will help marketers move to planning on engagement. Scott Schnaars, Badgeville’s general manager for EMEA, will use his experience of developing engagement solutions for a variety of businesses to show how engagement can be enhanced to provide even greater results.

More than 200 marketing professionals are expected to attend this year’s BrainScape conference. The topic is particularly salient as marketers, who have long relied on awareness as a conduit to demand from consumers, are now looking at other approaches to generate and maintain desire in their products or services.




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