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1 of 1 people found the following review helpful
on November 27, 2012
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
on January 11, 2013
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
on December 4, 2012
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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on January 9, 2013
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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on January 16, 2013
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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on February 19, 2013
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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on September 8, 2014
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.
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on March 25, 2013
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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on June 26, 2013
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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on February 22, 2013
I read the book, and now I'm fully on the participant bandwagon. In fact, I have added it to the presentation I'm giving to all our clients. It fits perfectly with my ongoing demand for a purpose behind everything we do. I've now crisscrossed the country evangelizing the secret to performance in marketing: Participation. My team has gotten tired of my preaching already, but that usually means they get it and are on board!
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