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Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage

ISBN: 978-1-118-40230-6
205 pages
November 2012
Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage (1118402308) cover image


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

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Table of Contents

Foreword Steve King vii

Acknowledgments ix

Introduction: The Participation Age xi

1 Marketing in the Age of Participation 1

2 The Catalyst: The Consumer-to-Participant Transformation 11

3 Tools for the Past 60 Years 31

4 Time for a Participation Revolution 57

5 Participation Way for the Participation Age 81

6 D + E + C = P2: Discover 95

7 D + E + C = P2: Empower 105

8 D + E + C = P2: Connect 119

9 D + E + C = P2: Participation 127

10 D + E + C = P2: Performance 137

11 Planning: Bringing the Participation Way to Life 147

12 Measuring Participation Performance 169

13 The Future Marketer: The Nurturist 183

References 195

Index 199

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Author Information

DAINA MIDDLETON is a pioneer in the digital marketing space, a marketing professional with more than twenty years in the industry, working in both the client and agency environments. She is the global CEO of Performics, the performance marketing division of Publicis Groupe and one of the largest and oldest search and performance media agencies. She regularly speaks and appears at industry events, including ad:tech, WOMMA, VideoNuze, and iMedia, to name a few.

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Press Release

December 04, 2012
Motivate People to Join, Share, Take Part, Connect, and Engage in Order to Survive the Participation Age

Reality has been altered in a large part because of the connected devices we use to interact with the world – and it should be the most crucial aspect of a company’s sales and marketing plan to tap into and understand the science behind this new age – the Participation Age.

In her new book, Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage Daina Middleton explains how, according to Intrinsic Motivation Theory, 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.   

She wields this theory in her book 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. This theory has been applied to psychology and education.  It has never been applied to marketing because it has not been relevant to do so…until now. 

“Today,  the Participation Age is more fragmented, personal, and connected than we could ever have imagined – and it’s always on and happening in real time. The Participation Age is about people who actively manage life by using technology tools available at their fingertips,” says Middleton. “Understanding customers in the form of simple demographics is no longer enough in a world where it’s also no longer enough to simply broadcast a message and hope that people will receive it. Competitive companies understand that they must motivate customers to act on their behalf to be successful in the Participation Age.”

Marketing in the Participation Age will help companies edge out their competitors, and conscientiously plan their programs to activate 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. Middleton can discuss these elements, which include:

  1. Discover:  The human desire to continually learn, and the satisfaction of becoming competent at something.  In what ways are you inviting Participants to learn more about your product/brand? 
  2. Empower:  Inviting someone to have a meaningful contribution to the brand and/or product.  Do you invite Participants to connect with the brand: provide feedback, offer tips and suggestions, and help to create the product itself?
  3. Connect:  Humans love to interact with others in meaningful ways.  Brands often only think of creating environments that allow Participants to connect with the brand, but do you build environments that foster relationships with others who may share the same interest?

Participants thrive on continually learning, feeling empowered, and providing input to the products and services they use. Marketing in the Participation Age shows businesses, entrepreneurs and leaders how to nurture these intrinsic desires to motivate participation and develop meaningful customer relationships that yield greater revenues.

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