Marketing in the Participation Age, A 2013 Must-Read by Daina Middleton

January 3, 2013 05:43 PM

CHICAGO, Jan. 3, 2013 /PRNewswire/ -- Performance marketing agency, Performics, (part of Publicis Group) announces today Global CEO, Daina Middleton 's new book, Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage. In this book, Daina defines Participant Marketing, a concept that applies Self-Determination Theory to marketing for the first time. Performics employs participant marketing as a lens to view all campaigns and has found that it truly drives performance through fostering two-way engagement between a brand and Participant.
Marketing in the Participation Age:

    Explores the evolution of consumerism, stemming from the introduction of sugar and the tulip market in 1600s Holland and the Industrial Revolution
    Evaluates the tools of marketing for the past 60 years, stemming from the advent of TV
    Outlines the effect of the proliferation of mobile devices and social media on the world, such as its role in the Arab Spring, and its effect on brands and Participants
    Examines successes and failures of brands such as Activision, LEGO, GM and others
    Provides best practices for establishing truly participatory marketing campaigns and organizational culture

Marketing in the Participation Age will help marketing executives edge out their competitors, and conscientiously plan their programs to activate a set of motivational elements that work together to inspire people to join, share, take part, connect and engage. The key to customer participation is to activate all three elements of the Participation Way framework. Middleton discusses the three critical elements for marketers to activate:

    Discover:  The human desire to continually learn and the satisfaction of becoming competent at something.  In what ways are you inviting Participants to learn more about your product/brand?
    Empower:  Inviting someone to have a meaningful contribution to the brand and/or product.  Do you invite Participants to connect with the brand: provide feedback, offer tips and suggestions and help to create the product itself?
    Connect:  Humans love to interact with others in meaningful ways.  Brands often only think of creating environments that allow Participants to connect with the brand, but do you build environments that foster relationships with others who may share the same interest?

"The start of 2013 signifies the move into the Participation Age, driven by 2012 being the year of mobility with Participants having a computer less than a foot away 24 hours a day, seven days a week," says Middleton. "The Participation Way has had a profound effect on delivering marketing results. Understanding simple demographics is no longer enough in a world where you can't just simply broadcast a message and hope that people will receive it. Truly competitive companies understand that they must inspire participants to act on their behalf to be successful in the Participation Age."
Participants thrive on continually learning, feeling empowered and providing input to the products and services they use. Marketing in the Participation Age shows businesses, entrepreneurs and leaders how to nurture these intrinsic desires to motivate participation and develop meaningful customer relationships that yield greater revenues.

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