Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage

Book description

Turn intrinsic human desires into your most powerful marketing tool. Marketing in the Participation Age shows you how to rethink marketing. Transform consumers into active participants for your brand by capturing their interest, empowering them to contribute, and developing meaningful relationships that keep them involved. Learn how to create a marketing environment that fulfills your customers' desire to seek challenges and discover new things—and watch their participation yield greater revenues for your business.

"Marketing is constantly evolving. Companies can't compete by using the same old, tired tools. This book provides fresh inspiration, with a new framework for doing things differently."

—Sally Hogshead, author of Fascinate; inductee into the CPAE Speaker Hall of Fame

"Participant marketing transformed the way we did business in the marketplace as an agency and provided a framework for doing business with clients that added unique value to their marketing efforts."

—Kris Pinto, founder of Moxie Interactive

Table of contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Foreword
  6. Acknowledgments
  7. Introduction: The Participation Age
  8. Chapter 1: Marketing in the Age of Participation
    1. Participant Marketing Summary
  9. Chapter 2: The Catalyst
    1. Participant Marketing Summary
  10. Chapter 3: Tools for the Past 60 Years
    1. Share of Voice and Purchase Funnel
    2. Above the Line
    3. Participant Marketing Summary
    4. Original Marketing Definitions
    5. Participant Marketing Questions
  11. Chapter 4: Time for a Participation Revolution
    1. Achieving a Goal with Competence: In the Palm of Every Hand
    2. Autonomy and the Pyramids
    3. Relatedness: The Social Network Explosion Connects People
    4. Participant Marketing Summary
  12. Chapter 5: Participation Way for the Participation Age
    1. Participant Marketing Summary
  13. Chapter 6: D + E + C = P2
    1. 1. Discover “Findability”
    2. 2. Discover Relevant Content
    3. 3. Discover Recognition
    4. Participant Marketing Summary: Activating the Discover Principle
  14. Chapter 7: D + E + C = P2
    1. 1. Begin with an Active Understanding of the Participants
    2. 2. Decide on the Desired Participant Action
    3. 3. Recognize the Importance of Measurement and ROI
    4. Participant Marketing Summary
  15. Chapter 8: D + E + C = P2
    1. 1. A Brand Is a Participant
    2. 2. Participant-to-Participant Connections Are Equally Important
    3. Participant Marketing Summary
  16. Chapter 9: D + E + C = P2
    1. Performance Marketing Summary
  17. Chapter 10: D + E + C = P2
    1. Performance Marketing Summary
  18. Chapter 11: Planning
    1. Insight
    2. Activate
    3. Elevate
    4. Participant Marketing Summary
  19. Chapter 12: Measuring Participation Performance
    1. The Evolution of the Marketing Revolutionist
    2. Participant Marketing Summary
  20. Chapter 13: The Future Marketer
    1. Participant Marketing Summary
  21. References
  22. Index

Product information

  • Title: Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage
  • Author(s): Daina Middleton
  • Release date: November 2012
  • Publisher(s): Wiley
  • ISBN: 9781118402306