{"id":1967,"date":"2021-03-19T10:53:04","date_gmt":"2021-03-19T10:53:04","guid":{"rendered":"http:\/\/ladebutagency.live-website.com\/como-utilizar-estrategias-de-gamificacion-para-generar-engagement"},"modified":"2022-02-21T08:49:44","modified_gmt":"2022-02-21T08:49:44","slug":"como-utilizar-estrategias-de-gamificacion-para-generar-engagement","status":"publish","type":"post","link":"https:\/\/ladebutagency.com\/en\/como-utilizar-estrategias-de-gamificacion-para-generar-engagement","title":{"rendered":"\u00bfC\u00d3MO UTILIZAR ESTRATEGIAS DE GAMIFICACI\u00d3N PARA GENERAR ENGAGEMENT?"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-1302 size-full\" title=\"Estrategias_Gamificacion_engagement\" src=\"http:\/\/s897720228.mialojamiento.es\/wp-content\/uploads\/2021\/03\/Estrategias_Gamificacion_engagement2.jpg\" alt=\"\" width=\"1920\" height=\"1080\" \/><\/p>\n<p>Desde la agencia de marketing deportivo LAD\u0112BUT, hablaremos de posibles estrategias de gamificaci\u00f3n que se pueden usar para generar engagement.<br \/>\nPara ello hay que tener claro que l<span data-contrast=\"auto\">a gamificaci\u00f3n es el proceso de a\u00f1adir juegos o elementos para incentivar la participaci\u00f3n. <\/span><span data-contrast=\"auto\">Con el objetivo de<\/span><span data-contrast=\"auto\"> aumentar el compromiso del cliente y atraer a potenciales clientes a interactuar con tu marca de una manera amigable. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Hace un a\u00f1o que la pandemia hizo que el mundo se parara. <\/span><span data-contrast=\"auto\">Esto supuso que todos los aficionados a cualquier club deportivo, competici\u00f3n, etc. tuvi\u00e9ramos que adaptarnos a una situaci\u00f3n sin actividades deportivas.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Durante este tiempo los h\u00e1bitos de consumo cambian, los anunciantes ven como su presupuesto publicitario se reduce y las plataformas digitales cogen m\u00e1s fuerza que nunca porque el consumidor\u00a0<\/span><span data-contrast=\"auto\">tiene nuevas necesidades y comportamientos.\u00a0<\/span><span data-ccp-props=\"{}\"> Entonces, \u00bfc\u00f3mo podemos utilizar una buena estrategia de gamificaci\u00f3n para generar engagement?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><span style=\"color: #e8d8bf;\">Llegar al consumidor sigue siendo el objetivo<\/span><\/p>\n<p><span data-contrast=\"auto\">La\u00a0<\/span><span data-contrast=\"auto\">primera reacci\u00f3n\u00a0<\/span><span data-contrast=\"auto\">de una marca\u00a0<\/span><span data-contrast=\"auto\">podr\u00eda ser la de dejar de invertir para reducir los costes p<\/span><span data-contrast=\"auto\">ara<\/span><span data-contrast=\"auto\">\u00a0hacer frente los meses que se acercaban<\/span><span data-contrast=\"auto\">, pero realmente, \u201csi no te muestras, no existes\u201d. Por este motivo<\/span><span data-contrast=\"auto\">\u00a0<\/span><a href=\"https:\/\/andystalman.com\/marketing-y-publicidad-en-recesion\/\"><span data-contrast=\"auto\">la importancia que tiene<\/span><span data-contrast=\"auto\">\u00a0definir una estrategia para adaptar el mensaje y comunicar con un claro objetivo,\u00a0<\/span><span data-contrast=\"auto\">llegar al consumidor<\/span><span data-contrast=\"auto\">.<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Lo que hemos aprendido con la pandemia es que no todo vale. Por eso, las marcas han tenido que adecuar el tono y el mensaje pudiendo explorar nuevos contextos digitales personalizando el contenido y el formato. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Los consumidores <a href=\"https:\/\/www.reasonwhy.es\/reportaje\/post-pandemic-report-sra-rushmore-comportamiento-consumidor-coronavirus\">pasan m\u00e1s tiempo en casa<\/a><\/span><span data-contrast=\"auto\">\u00a0y esto implica un mayor tiempo de uso del m\u00f3vil ya que los usuarios recurren cada vez m\u00e1s al formato de v\u00eddeos online para estar informados, para divertirse o para mantener el contacto con otras personas.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">Por eso la importancia de aprovechar la oportunidad de crecimiento que se presenta<\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">Un dato muy importante es que <a href=\"https:\/\/www.diariovasco.com\/tecnologia\/cambiado-covid19-habitos-eutelco-20201116121343-ntrc.html\">el porcentaje de usuarios habituales a internet sobrepasa el 90% de la poblaci\u00f3n<\/a> y el dispositivo empleado con m\u00e1s frecuencia es evidentemente, el m\u00f3vil.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #e8d8bf;\">Nuevas herramientas digitales<\/span><\/h2>\n<p><span data-contrast=\"auto\">E<\/span><span data-contrast=\"auto\">s evidente que el\u00a0<\/span><span data-contrast=\"auto\">deporte es sin\u00f3nimo de emoci\u00f3n.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A causa de la imposibilidad de acudir a competiciones,\u00a0<\/span><a href=\"https:\/\/ladebutagency.com\/mostra-nadales-blaugrana-digital\/\"><span data-contrast=\"auto\">hemos aprendido que las\u00a0<\/span><span data-contrast=\"auto\">entidades deportivas han utilizado las\u00a0<\/span><span data-contrast=\"auto\">herramientas online\u00a0<\/span><span data-contrast=\"auto\">como<\/span><span data-contrast=\"auto\">\u00a0salvavidas<\/span><span data-contrast=\"auto\">, <\/span><\/a><span data-contrast=\"auto\">creando un nuevo ecosistema que ha\u00a0<\/span><span data-contrast=\"auto\">permiti<\/span><span data-contrast=\"auto\">do el<\/span><span data-contrast=\"auto\"> acercamiento con el consumidor.<\/span><\/p>\n<p><span data-contrast=\"auto\">Este acercamiento e interacci\u00f3n se debe a que se ha creado un entorno menos r\u00edgido y m\u00e1s accesible que el habitual. Confirma que la industria genera contenido para los millones de aficionados independientemente de la situaci\u00f3n.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Aunque hay que tener algo muy presente,\u00a0<\/span><span data-contrast=\"auto\">los seguidores van a seguir exigiendo\u00a0<\/span><span data-contrast=\"auto\">ese acceso de calidad tanto a sus equipos como a sus deportistas favoritos\u00a0<\/span><span data-contrast=\"auto\">para mantener\u00a0<\/span><span data-contrast=\"auto\">un v\u00ednculo pasional que mantenga el ecosistema a flote.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Aqu\u00ed se presentan <span style=\"text-decoration: underline;\">oportunidades para seguir integrando nuevas tecnolog\u00edas que favorecen el entretenimiento y la experiencia como puede ser la realidad aumentada<\/span><\/span><span data-contrast=\"auto\"><span style=\"text-decoration: underline;\">\u00a0o virtual<\/span>,\u00a0<\/span><span data-contrast=\"auto\">dos t\u00e9rminos que han ido apareciendo y que permite a los fans estar m\u00e1s cercano a sus \u00eddolos y vivir mucho m\u00e1s la experiencia.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">La realidad virtual hace creer a nuestros sentidos que estamos en un entorno diferente del real ya que experimentamos un mundo de im\u00e1genes y sonidos a trav\u00e9s de un casco o visor con pantalla. Mientras que la realidad aumentada superpone informaci\u00f3n y elementos digitales creando nuevas capas de percepci\u00f3n que el usuario visualiza y controla mediante un dispositivo m\u00f3vil o tableta.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Por ejemplo, la red social Instagram introdujo un soporte para <a href=\"https:\/\/www.lainformacion.com\/management\/instagram-filtros-realidad-aumentada-musica\/6571074\/\">un nuevo tipo de filtros de realidad aumentada<\/a> que son capaces de reaccionar a la m\u00fasica y a sonidos.<\/span><span data-contrast=\"auto\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\"><br \/>\nEsta tecnolog\u00eda tiene diversas aplicaciones como podr\u00eda ser: <\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Filtros de reconocimiento facial<\/span><\/li>\n<li><span data-contrast=\"auto\">Detecci\u00f3n de superficies horizontales para desplegar un elemento 3D<\/span><\/li>\n<li><span data-contrast=\"auto\">C<\/span>ombinaci\u00f3n de los sistemas para crear experiencias <span data-contrast=\"auto\">gamificadas<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><span style=\"color: #e8d8bf;\">Aplicaciones digitales de \u00e9xito<\/span><\/h3>\n<p><span data-contrast=\"auto\">Dos ejemplos de gamificaci\u00f3n que han funcionado de forma global son los juegos de:<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Pok\u00e9mon <\/span><span data-contrast=\"auto\">Go<\/span><\/li>\n<li><span data-contrast=\"auto\">Aplicaci\u00f3n de IKEA Place.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Pok\u00e9mon\u00a0<\/span><span data-contrast=\"auto\">Go<\/span><span data-contrast=\"auto\">\u00a0combina realidad aumentada con GPS, mezclando el mundo virtual con el real. Los jugadores interact\u00faan con su entorno usando mapas en los que representan de manera realista los lugares que te rodean, destacando lugares emblem\u00e1ticos, monumentos, etc.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">En cambio, Ikea Place permite insertar productos de su cat\u00e1logo en cualquier espacio de tu casa a escala real. As\u00ed consigues ver c\u00f3mo quedan los muebles evitando tener que comprarlos primero.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Por lo tanto, las caracter\u00edsticas principales de esta tecnolog\u00eda son:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Combinaci\u00f3n del mundo real con el mundo virtual\u00a0<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Interacci\u00f3n en tiempo real<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Adaptaci\u00f3n al entorno al que se insiere<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Interacci\u00f3n con todas las capacidades f\u00edsicas del entorno<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Evidentemente que el marketing digital te permite desatar toda tu creatividad y aplicar nuevas estrategias. Desde la agencia trabajamos para que nuestros clientes hagan part\u00edcipe a sus consumidores y fortalecer la relaci\u00f3n.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Desde la agencia de marketing deportivo LAD\u0112BUT, hablaremos de posibles estrategias de gamificaci\u00f3n que se pueden usar para generar engagement. Para ello hay que tener claro que la gamificaci\u00f3n es el proceso de a\u00f1adir juegos o elementos para incentivar la participaci\u00f3n. Con el objetivo de aumentar el compromiso del cliente y atraer a potenciales clientes [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2617,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[193,243,209,104,238],"class_list":["post-1967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-comunicacion-en-3","tag-engagement-en-3","tag-estrategia-en-3","tag-gamificacion-en","tag-marketing-deportivo-en-3"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ESTRATEGIAS DE GAMIFICACI\u00d3N PARA GENERAR ENGAGEMENT<\/title>\n<meta name=\"description\" content=\"Las marcas usan la gamificaci\u00f3n como estrategia para generar engagement a trav\u00e9s de realidad aumentada o virtual\" \/>\n<meta name=\"robots\" content=\"index, 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