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Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage Hardcover – November 15, 2012


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Product Details

  • Hardcover: 205 pages
  • Publisher: Wiley; 1 edition (November 15, 2012)
  • Language: English
  • ISBN-10: 1118402308
  • ISBN-13: 978-1118402306
  • Product Dimensions: 6.3 x 0.8 x 9.3 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #440,298 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Intrinsic Motivation Theory asserts that people are motivated to seek challenges, to discover new perspectives, and in doing so, stimulate their desire to actualize their individual human potential. Marketing in the Participation Age wields this theory as a means of engagement: if a person is intrinsically motivated, he or she will choose to actively participate with your brand and find the experience rewarding. Make sure your organization's marketing programs facilitate and enable participation—rather than create disruption and disinterest.

Companies that live by the principles outlined in Marketing in the Participation Age can edge out their competitors by conscientiously planning their programs to trigger 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 framework as you market your brand. These elements include:

Discover: Excite curiosity and help your participants achieve the satisfaction of becoming competent at something new. In what ways are you encouraging participants to learn more about your product/brand?

Empower: Invite consumers to meaningfully contribute to your brand and/or product. Do you invite participants to provide feedback, offer tips and suggestions, or help to create the product itself?

Connect: Foster meaningful relationships among your customers and followers. Have you built a social environment that enables interactions with others who may share the same interests?

Participants thrive on continually learning, feeling empowered, and providing input to the products and services they use. Marketing in the Participation Age shows you how to nurture these intrinsic desires to motivate participation and develop meaningful customer relationships that yield greater revenues.

From the Back Cover

Discover, Empower, Connect!

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

Customer Reviews

4.6 out of 5 stars
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This book (a fast read) will help to shape the thinking and framing required to keep you one step ahead.
patricia
Middleton states that even the word consumer should be replaced - to better define and prepare us for marketing in a new age - The age of Participation!
Android Fan
It would be hard for any creative thinker to read this book without being infected with a myriad of disruptive innovation strategies and plans.
don kemper

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By don kemper on November 27, 2012
Format: Hardcover
Marketing in the Participation Age opens with the promise that "books are thought starters". Daina Middleton's guide to the participation era of marketing absolutely lives up to that promise. It would be hard for any creative thinker to read this book without being infected with a myriad of disruptive innovation strategies and plans. By reinventing the customer as "the participant" Middleton reveals to us a new perspective that shines clear light on why the old ways of power marketing no longer yield powerful results. Frequency theory no longer holds merit in an age of instant access to unlimited information. The four P's of old school marketing are no longer enough. Even the somewhat new concept of viral marketing is recast as amplification marketing. The age of participation changes it all and your brand is one of the participants. Enjoy.
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1 of 1 people found the following review helpful By eugenebrill on January 11, 2013
Format: Hardcover
Being a 'digital catalyst' is about understanding the implications of technological breakthroughs within your marketing strategy...Diana Middleton gets it! This is evidenced by the extensive research and relevant content contained in her book. I wish I had access to this book before I started implementing a 'participation program'...it would have made 'selling' the concept to the higher-ups a lot easier. Thank you for making this topic easy to understand. The only thing I don't agree with is the fact that sugar is considered a consumer item and not a necessity...you are surely not talking about chocolate!
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1 of 1 people found the following review helpful By Ellen Blasius on December 4, 2012
Format: Hardcover
In our highly connected world, the old marketing "push" at consumers no longer works. They now have access to more information about products and services than ever before, and can choose whether or not to receive our messages. Middleton explains why we need, and how to encourage people to "participate" with our brands - to take action. The Participation Way modifies the ages-old self-determination theory and applies it to marketing. The book is thought provoking and insightful, and gives today's marketers a new plan for engaging participants where and how "they" want.
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By Android Fan on January 9, 2013
Format: Hardcover Verified Purchase
That somebody honestly repealed what so much of marketing has become, an un-welcomed, out-dated, ineffective push at the "masses". The truth is that times have changed, Middleton craftily lays out a recent history of advertising, careful to point out that so many of our terms, strategies, and philosophies (even our sayings) were developed in the age of Radio. Not surprisingly, leaving much to be desired in the ever-changing digital-driven world of today. She describes time both on the client and agency side (and like many of us) noticed that so much of what we were "doing" didn't seem to be as impactful as it used to be - all the while struggling to keep up with iterative platforms, media, and consumer behavior. Middleton states that even the word consumer should be replaced - to better define and prepare us for marketing in a new age - The age of Participation! Her approach of employing human behavior and motivational theories to solve today's marketing challenges creates repeatable models we can implement in a clear framework of D(Discover), E(Empower), and C(Connection)to allow our brands and products to PARTICIPATE with customers. Middleton supplies additional models such as the "Participant" wheel, an invaluable key for retrofitting the sales funnel and any customer-decision-journey or path-to-purchase linear model in addition to a host of additional advice and guides for implementing Participation in your own organization. I can say I'm glad I was referred this book, and look forward to making my 2013 marketing calendar different from the rest, and finding champions (internal and with our customers) who are ready to listen.
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Format: Hardcover
Daina has done a fantastic job in surfacing core marketing challenges and providing fundamental truths and frameworks to drive transformative change in how brands connect with customers. The conversation isn't about tactics and execution, but rather a focus on the conversation that must be had and should be had by top brands if they are to become organizations that connect to the hearts and minds of customers. The book is about participation, an approach that isn't about top-down or bottoms-up, but rather, putting the focus on the target audience of a brand and their ability to drive the conversation. As the world becomes more global, more inclusive, the way for brands to become and stay relevant is to become participatory and to enable innovation around and for their customer. Daina, not only does a fantastic job in raising the conversation to this much-needed level, but also, provides a set of actionable frameworks for brands to adopt and make a fundamental part of their business strategy and marketing. This book will position companies to better understand their customers, the questions that need to be answered and ultimately, an approach that will help deliver sustainable customer delight.
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Format: Hardcover
You hear lots about the "sharing economy." There are plenty of names that get tossed around, and we've got buzzwords coming out of our ears -- many make sense, some fall flat. I recently attended the "Future of Media" conference at Stanford, which was filled with all sorts of this talk. Brands need to "engage" their audiences and we have to provide people with "value", and so on and so forth. The problem with a lot of those conversations, though, is that no one really acknowledges how we arrived here.
In "Marketing in the Participation Age," Middleton chronicles a career spent in the industry, and gives plenty of hat-tips to the former innovators of the marketing world. She offers a clear understanding of where we've been, which informs where we're going. There are plenty of candid examples of previous successes and failures in her career that help us understand just why "participation" is so important.
It's a smooth read and something I'll suggest to fellow marketers trying to carve out a space in a very crowded digital world.
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More About the Author

An expert in the digital marketing space and marketing professional with more than 20 years in the industry, Daina Middleton is the global CEO of Performics, one of the largest search and performance media agencies delivering performance marketing solutions and quantum business results for a list of blue chip clients by applying innovation and solving complex challenges.

Marketing in the Participation Age is a new marketing philosophy based on the Intrinsic Motivation Theory that people are motivated to seek challenges, to discover new perspectives, and in doing so, the activity itself stimulates their desire to actualize their individual human potential.

Daina believes marketing and consumerism are undergoing a transformational change and tools, processes and language need to evolve as a consequence. She is known for thought leadership in the social marketing space - creating a new marketing lexicon including "participant marketing" - and has developed several ground-breaking market intelligence tools where brands can utilize social listening to effectively compete in interactive marketing. Participant marketing shifts the philosophy about how brands and people connect, creating new roles and equal status. Through her many years of client experience, she is also driven to redefine marketing to focus on performance, where agencies are compensated for the results they deliver for brands.

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