Application Application of Artificial Intelligence in implementing Engagement and Progression Loops for effective Consumer Involvement.: Gamification Marketing

Consumers have evolved to such a stage where they are not only looking for an overall shopping experience but also want their say into the complete purchase cycle. It is now imperative for any organization that intends to sell its products or services to involve their prospective customers into the product development as well as sales process. Consumer involvement has become the top priority for all marketing managers across spectrums. This research intends to investigate the evolution of engagement and progression loops through the integration of artificial intelligence for effective consumer involvement. Consumers do not realize the subtle elements that affect their subconscious mind while they are making a purchase decision. Marketeers need to understand the various elements of progression and engagement loops combined with the dexterity off artificial intelligence to make an effective marketing campaign. The field of engagement loops being governed by artificial intelligence is largely untouched by most of the researchers because the gamification of the complete purchase cycle of the consumers is still not very widely accepted in most of the organizations. Marketeers are mostly concentrating on creating an experience for the consumers while they are making a purchase but, what they need to understand is, that most of the consumers have evolved to a stage where they don't just want an experience but also are looking to be involved actively in the complete process of product development and sales. The main problem that we intended to address in this research is to make the marketeers as well as the consumers realize the profound impact of subtle stimuli that affects their purchase decisions. With the influx off artificial intelligence assistants like Alexa into the daily lifestyle of most of the consumers, the marketeers are facing challenges that they never perceived, like most of the marketeers must integrate their marketing campaigns according to the lifestyle of people who are dependent upon the choices provided to them by their artificial intelligence assistants for making their purchase decisions. This research will determine the role of artificial intelligence assistants in shaping the decision-making process of consumers through integrating the offline sales data as well as online purchase behavior on various platforms. People who are using these artificial intelligence assistants in their daily lifestyle will be a part of this research and the impact of these assistance on their purchase decisions is going to be assessed. This research will primarily be done from the perspective of marketeers to gain a better understanding of how the customers are engaging with their artificial intelligence assistants in day-to-day routine and how these customers can be integrated into the marketing process so that they are not only purchasing the product but are also involved in the other value addition steps that are implemented in making the product. This research is unique because we are going to focus specifically on the effect of the evolutionary technology that is being implemented in the artificial intelligence assistants like Alexa and Google dot etc. on the decision-making process of people who have included these artificial intelligence assistants in their daily lifestyle. The concept of engagement and progression loops is not new and has been here since a decade, but it has really involved with the disruption of artificial intelligence and now marketeers must come up with novel ideas to keep the customer engaged in their brand and make them feel that they are benefiting by progressing through using that brand. Gamification of marketing efforts have yielded exemplary results in the past and involvement of artificial intelligence in the concept of engagement and progression loops has raised the bar for all the industries that are involved with products that people tend to take decisions through some amount of involvement. Involving a customer in the preliminary stages of developing the product as well as the marketing campaigns of the product not only makes the customer feel attached to the product but also makes the customer feel important enough to purchase the product and refer it to their social circles. Gamification marketing is so deeply integrated into the lifestyles all consumers that it is very hard for the average consumer to determine the subtle stimuli that affect their thought process and simultaneously their purchase decisions. A good understanding of the basic elements of engagement and progression loops which are an integral part of the gamification marketing spectrum will yield very useful results for the marketing manager. These elements are implemented universally across all product categories and have been researched upon extensively to produce good results. The marketing efforts of almost all organizations are now going digital and digital marketing efforts are not only good for the environment but are also sustainable in terms that digital footprints are very hard to remove hence once a marketeer masters the use of engagement and progression loops to keep the prospective customers involved with the brand, they are going to have a good presence of loyal customers in the market. This research will be the steppingstone to understand the impact of artificial intelligence on consumer purchase behavior. The marketeers will get a better idea of how they can implement the concepts of engagement and progression loops in synchronization with the evolutionary artificial intelligence technology to effectively involve their consumers with the brand.