Research and gaming: The game of research
Michael Chadwick, JWT Singaporewith Alessandro Canossa, IT University of Copenhagen
The world of gaming offers a suitable model for researching engaging journeys.
The notion of the 'customer journey' is an increasingly important one for marketers. There are more ways than ever to engage our target audiences - more channels, more technologies, more formats. But this is making it more important, and more difficult, to find effective ways of weaving these communications together, building campaigns that are coherent and greater than just the sum of their parts.
The customer...