Participation within marketing refers to different ways of involvement of individuals and groups in the marketing process. The term is often used to discuss various forms of customer and public participation in relation to new product development, service innovation, or brand management. There are many different types of participation, such as:
Active participation: Customers are involved in creating new products or services through their input, suggestions and feedback.
Instrumental participation: Customers are involved in using or trialling new products or services but do not have a direct role in their development.
Awareness participation: Customers become aware of new products or services through marketing communications but do not have any direct involvement with them.
Reactive participation: Customers react to new products or services after they have been launched, for example through word-of-mouth or online reviews.
There are many different benefits that can be gained from customer and public participation, such as:
1. Increased customer involvement can lead to higher levels of customer satisfaction and loyalty.
2. Customers who are actively involved in the development of new products or services are more likely to adopt them.
3. Participation can help to generate new ideas and insights that would not have been possible without customer input.
4. Customers who feel their opinions are valued are more likely to have a positive attitude towards the company or brand.
5. Active participation can create a sense of community and belonging among customers.
Overall, participation is beneficial for both customers and companies. Customers get to have a say in the development of products or services that they will use, while companies gain valuable feedback and insights that can help to improve their offering.
How does Participation Marketing work?
Participation marketing typically involves engaging customers through activities such as contests, surveys, loyalty programs, social media campaigns, and other interactive activities. These activities help to build relationships between customers and brands while also providing valuable insights into customer preferences and behaviors.
What are the benefits of Participation Marketing?
The main benefit of participation marketing is that it helps to create stronger relationships between customers and brands. It also allows for more direct feedback from customers, which can be used to inform product development and improve customer experience. Additionally, participation marketing can help increase brand awareness and engagement with potential customers.
Fun Fact:
According to the 2019 Global Participation Marketing Survey, "86% of marketers are currently using participation marketing as part of their overall strategy" (Ascend2, 2019).