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BtoB

Game theory for marketing automation

By Published on .

Most marketers have heard of game theory or “gamification” as it pertains to advertising, but what do these concepts have to do with marketing, asks Maria Pergolino, senior director-marketing with Marketo Inc., on the company’s blog. First, she notes, game theory is a method for analyzing calculated circumstances. And gamification can employ dynamics and mechanics to solve problems and engage people. Here, she illustrates how marketing automation can help marketers use game theory and gamification to motivate action and drive engagement with prospects, customers and partners.
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