Tuesday, July 20, 2010

Participation Marketing - Playing Your Part

When you hear the term "participation marketing," what comes to mind? Do you associate it with engagement marketing, direct marketing, or even permission marketing? Do you immediately think of social media, or campaign customization? In fact, participation marketing is all of these things and more. It's about encouraging Internet users to participate in your digital campaigns. But it's just as much about your brand participating in the online experience.

Now more than ever participation marketing is expected; Internet users anticipate the opportunity to interact with brands online. As you saw last week, those marketing in association with the World Cup have been focusing on interactivity, inviting users to customize and personalize online media in support of their preferred team.

Participation marketing is essential at times like this. We're in the midst of an international obsession that resonates so strongly with consumers that they want nothing more than to be a part of it. Brands that can offer them the chance to feel included will succeed in attracting their attention. Even if the chance to participate seems relatively inconsequential (creating a virtual team jersey for example, or painting one's face on a Facebook profile picture), this simple, but meaningful act gives consumers the chance to be a part of a cultural trend.

That isn't to say participation marketing must be limited to major cultural events. Digital marketers are eternally finding good excuses to incite participation in their everyday campaigns. Regardless of their campaign objective, most marketers value the importance of creating positive product associations, increasing brand familiarity, and encouraging a level of interaction that will boost affinity and recall. Participation marketing is ideally suited to accomplish all of these things, because it's primarily about two things: engagement and customization.

Read more at: http://bit.ly/aBPwDK

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