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Participatory Marketing - What it is, How it Works

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  • 1. PARTICIPATORY MARKETING WHAT IT IS, WHY IT WORKS paul.marsden@clickadvisor.com clickadvisor insight for innovation
  • 2. WEB 2.0 - THE READ/WRITE WEB - IS MAKING A NEW KIND OF MARKETING POSSIBLE
  • 3. MARKETING BASED NOT ON PASSIVE CONSUMPTION, BUT ACTIVE AUDIENCE PARTICIPATION - ‘PARTICIPATORY MARKETING’
  • 4. PARTICIPATORY MARKETING IS ALL ABOUT MARKETING WITH PEOPLE RATHER THAN AT PEOPLE
  • 5. PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (USER-GENERATED CONTENT)

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