Gamification as a new trend in marketing

The aim of the article. The article deals with area and the examples to use gamification as a new trend in marketing. The using of gamification in company marketing actions require from marketers not only proper planning and introducing but a lot of creativity and innovation. It has been assumed that gamification can be a reply of a company to increase its competitiveness.The results of the analysis. The relationships management in the new marketing age has got its source in IT and media revolution, what is defined by the following factors:- marketing management based on data base (earlier the base was market research);- interactive using of modern media instead of one-way advertisement;- personal relationships management with particular, individual customers instead of section market management.Profits, which are the customers data base using consequence, are undeniable. They are the following:- understanding of the customer;- customer service management;- understanding of the market;- understanding of the competition;- marketing companies management;- selling process management;- communication with the customer.As a part of company actions which are aiming at building permanent relationships with customers and purchasing their loyalty, some forms of such actions can be distinguished:- regular customer clubs, offering special profits and privileges;- company magazines for customers, including information about company and services offered by it;- company correspondence;- regular customer card, entitling to discounts.On the base of successful projects analysis, based on the gamification, 3 pillars are determined. They guarantee success, i.e. strong and long-lasting involvement of competitors:- fun-satisfaction, it doesn't have to be connected with something funny. Simply, it is momentary entertainment giving pleasure;- friends the possibility of fun in the community, inviting friends, meeting new people, cooperation or competition. To fulfill the human need of meeting people and belonging to the group is a key to social games success but also projects based on crowdsourcing;- feedback receiving fast information about taken actions.Conclusions and directions of further researches. The results of research show that Polish customers more often choose games as a form of entertainment. That is why the marketing specialists should use this trend and include the gamification in marketing strategies. The use of gamification in company marketing actions requires from marketers not only proper planning and introducing but a lot of creativity and innovation. An interesting and involving idea, engaging plot and gradual rewards can help to promote brand, engage a lot of people and manage the relations with customers properly. The crucial elements, distinguishing gamification from other tools using games in marketing (advertisement in games, competition) is involvement and durability. We care about relations with customer and maintain him for a long time.