Marketing in the Participation Age
and over one million other books are available for Amazon Kindle. Learn more
Flip to back
Flip to front
Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage Hardcover – November 15, 2012
See all 5 formats and editions
Hide other formats and editions
| Amazon Price | New from | Used from |
|
Unknown Binding
"Please retry"
|
—
|
— | $347.35 |
$21.12
FREE Shipping on orders over $35.
Only 14 left in stock (more on the way).
Ships from and sold by Amazon.com.
Gift-wrap available.
Frequently Bought Together
NO_CONTENT_IN_FEATURE
Start reading Marketing in the Participation Age on your Kindle in under a minute.
Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.
Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.
Product Details
|
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
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
By
eugenebrill
on January 11, 2013
Format: Hardcover
Comment
Sending feedback...
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!
Thank you for your feedback.
If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful
By
Ellen Blasius
on December 4, 2012
Format: Hardcover
Comment
Sending feedback...
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.
Thank you for your feedback.
If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful
By
don kemper
on November 27, 2012
Format: Hardcover
Comment
Sending feedback...
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.
Thank you for your feedback.
If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By
Jennifer Mojo
on September 8, 2014
Format: Hardcover
Verified Purchase
Comment
Sending feedback...
A rapid fire read that cuts through the complexity of marketing today. 20 years of marketing evolution is broken down into a digestible layer of contextual understanding to set the stage for in a single word, defining the landscape we find ourselves playing in today. A space of active marketing, engagement and full PARTICIPATION. Daina cuts through the clutter, eschewing overly convoluted models and overused buzz words in favor of hammering home a new method of engaging with one another based on action, trust and partnership. I would have liked to have seen more examples of successful Participation Marketing, however, this book should land on the desk of every marketer and media executive still practicing one to many push methods.
Thank you for your feedback.
If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
2 of 3 people found the following review helpful
By
Amazon Customer
on September 18, 2013
I like to listen to an entire book before making a decision on the quality. But when I cannot even finish it, more than 3 times, I am done.
Maybe I am the wrong audience for this specific type of marketing topic. The author spends the first few chapters on the history of marketing. While in general I would find this interesting, it went back way too many years, a few hundred if I recall.
The other 3 major issues I had are:
1. While sometimes author as narrator is great, here I felt as though I was in a high school class being lectured. I even felt like asking, "Will this be on the test?". In my opinion, the tone, the author takes could be a lot better
2. If you want to teach me something, PLEASE, give me a lot of various, real life examples. OK, I get it, you worked @ HP, you substitute 'participant' for 'consumer', and you did some good work on an HP printer campaign(s). But how about some more, varied, examples
3. The author has created an equation to help explain her thoughts, theories and intentions. OK, I get it, but starting out every chapter repeating it. Then letting me know which part of the formula we're working on? Again, I felt as though I was being lectured to.
Again, while I don't work at a company the size of HP, maybe this title is better suited to people that do.
Maybe I am the wrong audience for this specific type of marketing topic. The author spends the first few chapters on the history of marketing. While in general I would find this interesting, it went back way too many years, a few hundred if I recall.
The other 3 major issues I had are:
1. While sometimes author as narrator is great, here I felt as though I was in a high school class being lectured. I even felt like asking, "Will this be on the test?". In my opinion, the tone, the author takes could be a lot better
2. If you want to teach me something, PLEASE, give me a lot of various, real life examples. OK, I get it, you worked @ HP, you substitute 'participant' for 'consumer', and you did some good work on an HP printer campaign(s). But how about some more, varied, examples
3. The author has created an equation to help explain her thoughts, theories and intentions. OK, I get it, but starting out every chapter repeating it. Then letting me know which part of the formula we're working on? Again, I felt as though I was being lectured to.
Again, while I don't work at a company the size of HP, maybe this title is better suited to people that do.
Thank you for your feedback.
If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By
patricia
on June 26, 2013
Format: Hardcover
Comment
Sending feedback...
This book should be read by participant focused marketing teams (agency or in house) who have a strategy... to ensure that they are maximizing the possibilities that Daina so clearly lays out. For those who do not have a strategy, have a murky strategy or one with low yield ...they need to read every word and get moving in the direction the author is recommending. This is a dynamic and fluid marketplace with fickle - low attention - buyers ....your strategy - plans and execution have to be one step ahead. This book (a fast read) will help to shape the thinking and framing required to keep you one step ahead.
Thank you for your feedback.
If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By
Amazon Customer
on March 25, 2013
Format: Hardcover
Comment
Sending feedback...
Daina's book is a refreshing change in that it's both useful AND readable! Throughout 'Marketing in The Participation Age' Daina uses her considerable knowledge to guide the reader in both how to think about marketing today and in how to navigate across organisations to activate these thoughts. Daina's book looks to the past to really understand the meaning of concepts like 'consumer' and inspires with examples while building up to the key sections - those that highlight Daina's Participation framework and Participation planning equation. 'Marketing in The Participation Age' is an informative read for anyone who wants to upgrade their knowledge and be guided towards delivering ground-breaking Participation based strategies.
Thank you for your feedback.
If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Most Recent Customer Reviews
What Other Items Do Customers Buy After Viewing This Item?
