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Participatory Marketing - What it is, How it Works

by Paul Marsden

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Participatory Marketing - What it is, How it Works Presentation Transcript

PARTICIPATORY MARKETING WHAT IT IS, WHY IT WORKS paul.marsden@clickadvisor.com clickadvisor insight for innovation

WEB 2.0 - THE READ/WRITE WEB - IS MAKING A NEW KIND OF MARKETING POSSIBLE

MARKETING BASED NOT ON PASSIVE CONSUMPTION, BUT ACTIVE AUDIENCE PARTICIPATION - ‘PARTICIPATORY MARKETING’

PARTICIPATORY MARKETING IS ALL ABOUT MARKETING WITH PEOPLE RATHER THAN AT PEOPLE

PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (USER-GENERATED CONTENT)

Nick Kellet, Ideas Guy, Innovator, Entrepreneur at List.ly I'd forgotten about the Hawthorne effect. Thanks. Great slides. 1 year ago

Are you sure you want to

Michelle Pavel, Profit Strategist at bestbuys4business.com Some more ideas on marketing if you have a cafe or coffee shop, visit http://www.cafeownersguide.com 1 year ago

ClaireWrigley Great presentation, I would really appreciate some help with this topic. Is it participatory advertising when the marketing actively involves the user/ audience with the product being advertised? Like when you get those free perfume tester in magazines, or when the marketing features something that allows the audience to cause an effect and experience the brand being marketed? 1 year ago

Virtual Assistant Inc. at Virtual Assistant Inc. Advantages of Virtual Assistants View more presentations from Virtual Assistant Inc. 2 years ago

Jimmy Nuava, credit cousellor at UK is it perticipatory marketting when people wear t-shirts with brands! 4 years ago

patrizia filippetti, freelance at social tecnology great 4 years ago

Barbara B. Nixon at Barbara B. Nixon Loved the slides on the Hawthorne Effect. Much better than the dry, boring lecture I remember from college on that topic! The images in your presentation are stunning. 4 years ago

Jordix Hi! Excellent presentation from France!!
Tell me, where could I get the type of images you use? Do you buy them?
Thanks and thank you for your pres!

http://mindtax.com 4 years ago

mickstravellin, Communications Planner I have seen you present a few times Paul and it always has been great. Thanks for posting these presentations. I have posted about it here
http://thingsdonotchangewechange.blogspot.com/

keep up the great work 4 years ago

Paul Marsden, Market Research, Digital Planning at www.viralculture.com Thanks for the kind comments everyone. Muhie - you make a good point 'isn't this all about engagement?' Yes - that's why I use the engagement ring image BUT the mass advertising industry has hijacked the term engagement as a buzzword for 'attention' defining engagement as 'Engagement is turning on a prospect to a brand idea enhanced by the surrounding context' - which if it isn't meaningless marketing mumbo jumbo is certainly not participatory marketing. So to avoid confusion, I call this kind of marketing participatory marketing 4 years ago