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

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

by Daina Middleton

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Product Details

ISBN-13: 9781118402306
Publisher: Wiley
Publication date: 12/04/2012
Pages: 224
Product dimensions: 6.20(w) x 9.10(h) x 1.10(d)

About the Author

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.

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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