The participation aspect of marketing (the fifth “P”) seems to have gained recognition over the past two decades due to the excessive tactic of “push marketing”, which as explained in lecture is in decline. This results from the customer population becoming aware that they can simply skip or ignore ads that they feel do not apply to them. An example of push marketing today is when unwanted ads accompany the “free” apps we download onto our smartphones. Throughout use of these apps, we are force-fed ads that can only be skipped by paying, when in reality, many just put down their phones during these ads and use the time instead to stretch their hands or turn their attention elsewhere until the ad is over. It can be argued that some of these ads follow an algorithm that is designed to appeal to the viewer they are sent to, but it is also known that interaction and collaboration is more effective with the consumer mindset because it is a way of “pulling” people towards your product rather than “pushing” them away.

I personally believe that the main reason that push marketing is ineffective is because consumers are aware that the companies are taking a lackadaisical approach to advertising by taking shots in the dark with their bombardment of ads, hoping that perhaps 1 in every 20 people receiving their pushed ads have a positive response. The problem with this is that the advertisers are not accounting for the other 19 people who now have a negative perception of their product, which can disparage the product via word-of-mouth. An online search that divulges more into the participation aspect of marketing seems to aim mostly at the use of social media marketing, as it is a way for a product’s provider to immediately respond/interact with curious consumers. This can easily be accomplished by having a marketing team consistently monitor conversations on blogs and forums, and keeping their RSS feed updated with quick responses to any questions/concerns, thereby giving the consumers a sense of active engagement. In the end, even if a consumer is not interested in a product, at the very least they should have a positive impression regarding your brand and may be likely to suggest that product to one of their associates in need.

The Henry Ford Health System was one of the first healthcare companies to incorporate participation factors into its marketing techniques by involving itself with social media in 2009 where they actually live tweeted a brain surgery, resulting in an increase of social media adoption by other healthcare and medical device companies. Despite this, there are still many promising products that have the potential to reach market, but are most likely hindered due to their provider’s lack of participation in marketing. Should the use of social media in marketing be perceived as a luxury or a necessity? Are there other methods of collaborative marketing other than through social media? Are there any disadvantages for a medical device company to invest in this type of advertising?

References:
(1) Abner, Kelly, “Participation-The Fifth Key of Marketing” (2007) Marketo
(2) Albee, Ardath “Participation: The 5th “P”” (2006) Marketing Interactions