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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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Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage + How Brands Grow: What Marketers Don't Know
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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: 0.8 x 6.3 x 9 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #1,288,262 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


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.

Customer Reviews

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Most Helpful Customer Reviews

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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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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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.
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Format: Hardcover
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.
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Format: Hardcover
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.
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