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Gartner Says By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes

Press Release, 4/12/11

Analysts Explore the Role of Enterprise Architects in Gamification at Gartner Enterprise Architecture Summit 2011, May 9-10, London, and June 22-23 in San Diego

Egham, UK, April 12, 2011— By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes, according to Gartner, Inc. By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application.

“Gamification describes the broad trend of employing game mechanics to non-game environments such as innovation, marketing, training, employee performance, health and social change,” said Brian Burke, an analyst at Gartner. “Enterprise architects, CIOs and IT planners must be aware of, and lead, the business trend of gamification, educate their business counterparts and collaborate in the evaluation of opportunities within the organization.”

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Social Media Working Better for Retention Than Acquisition

eMarketer, 9/20/10

Campaigns to acquire new customers have not taken off

Social media marketing has been around for several years, and as marketers begin to converge on best practices and use the channel in more uniform ways, it is emerging that their top goals are brand awareness and cultivating customer loyalty. Conversely, customer acquisition through social media is less important.

A July 2010 survey of US marketers by the Direct Marketing Assocation and COLLOQUY found that brand awareness was the most popular objective of social media efforts, followed by customer growth and loyalty.

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‘BtoB’ Leading Edge attendees urged to ‘flip the funnel’ toward retention

6/23/10, BtoB Daily News

Marketers tend to focus on the “wrong end of the funnel,” author and social media thought leader Joseph Jaffe said in his opening video keynote Tuesday during BtoB’s daylong virtual trade show Leading Edge: Demand Generation in the Digital Age.

“Marketers have to flip the funnel,” Jaffe said, and focus on customer retention and satisfaction along with customer acquisition. “All customers aren’t equal. No amount of churn or attrition is acceptable.”

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