Social media has in way lifted the veil between consumers and companies. Individuals are now free to tag a company and address their grievances or compliments directly to them and many times the company responds. Additionally, a person can post a video or a post about a product and the company will reach out to them and ask for a sponsorship deal. The most interesting and fun ways of companies participating with their consumer base is by commenting directly to them. Wendy's and Duolingo's mascots are known for their witty quip and responses to comments and videos and it is effective, at least on me. I downloaded Duolingo and have frequented Wendy's more based on their personified presence online.
I've witnessed and been a part of some clever uses of Participation in marketing. One example that stands out is leveraging user-generated content and social media. Brands encourage their customers to create and share content related to their products or services. This not only builds a sense of community and engagement but also provides authentic endorsements from satisfied customers. It's a win-win situation where customers feel involved, and brands benefit from genuine user-generated content.
Another effective strategy is interactive content marketing. This can include quizzes, polls, interactive videos, or gamified experiences that encourage users to actively engage with the brand. This not only keeps the audience interested but also provides valuable data and insights about customer preferences and behaviors.
Additionally, live streaming and real-time interactions have become increasingly popular. Brands conduct live Q&A sessions, product launches, and behind-the-scenes looks, allowing customers to actively participate and have their questions answered in real-time.
Overall, the shift towards Participation in marketing recognizes that it's no longer about bombarding people with messages but rather involving them in a meaningful way, creating a two-way conversation that fosters a stronger connection between the brand and its audience.
I've had the opportunity to study and observe various clever uses of Participation in marketing. One standout example is Coca-Cola's "Share a Coke" campaign, which encouraged customers to share a Coke with a friend and share their experiences on social media. This user-generated content approach created a significant buzz, with millions of photos and videos shared.
Another fascinating case is Doritos' "Crash the Super Bowl" contest, where customers were invited to create their own Doritos commercials. The winning commercial was aired during the Super Bowl, generating excitement and creativity around the brand.
Spotify's "Year in Review" campaign is a great way to engage customers by offering personalized overviews of their listening habits for the year, showing that the company values their participation. Lego's "Ideas" platform allows customers to submit their own Lego set ideas, some of which are turned into actual sets, thus involving customers in product development.
In today's digital age, participation is crucial in marketing. It fosters a sense of community and connection, making customers feel like they are part of something larger. To further leverage participation, companies can consider hosting product development contests, creating user-generated content galleries, running customer referral programs, forming customer advisory boards, and hosting community events. These strategies not only boost engagement but also foster brand loyalty, word-of-mouth marketing, and increased sales.
Participation has become a huge factor in marketing due to the popularity of social media. Social media has provided companies with the opportunity to turn their marketing into a two-way conversation, whereas other marketing avenues, such as television commercials, are one-way conversations. Across different social media platforms, some companies utilize polls as a means to interact with the audience. It also allows for companies to understand what the audience is looking for regarding different products and could also help in forecasting the market. Participation also helps in the retention of information so if companies are able to successfully interact with the audience, they are more likely to remember the company and the product being marketed. Through social media, it can allow for the development of a loyal audience, if customers feel that the company values their concerns. These responses can help a company adjust its marketing strategy depending on the responses to its current strategy, as well as gain input on what customers like about the product and what changes the company could make going forward.
I've seen the fifth "P" in marketing on streaming services. Sometimes, instead of showing just any ad, the viewer is given an option between two ads. The viewer is meant to choose the ad that is more interesting to them and would apply to them better. This directly involves the viewer and likely makes them more apt to pay attention to the ad since they chose it for themself. I think it is a pretty clever marketing technique focusing on viewer participation.
@dag56 , agree using a celebrity is definitely an effective tool that's used in todays marketing to further connect with the intended audience. Another example of a celebrity very well used in Marketing is Ryan Reynolds in Mint Mobile ads. Mint is a new phone company that Ryan is either a shareholder of, or has purchased, and he chosen to advertise to the audience directly himself, using his star status to further boost the company's image. His name and image being a household one has directly lead to in an increase in the consumer base for this emerging phone company.
As others have mentioned social media certainly plays a role; however, similarly, other types of media have also been used for advertising. Youtube for example includes an influx of ads throughout their videos. To increase 'participation', that fifth P, I've noticed some Youtube ads will cleverly address the audience watching directly; for example they might say something like "Feeling aimless because you've been watching Youtube videos day after day..." etc. In that way directly targeting what the audience is actually doing when watching this advertisement. This direct connection serves to increase the participation by making the audience feel as if the advertisor might understand them as a customer more--hence they'll be more interested in the product being advertised.
One of the best marketing methods I have seen in the past few years has been on a weekly comedy podcast I listen to, Bill Burr's Monday Morning Podcast. Ad reads, scripts sent by companies for the podcaster or radio host to read verbatim, are the generally accepted way to advertise on radio and podcasts. However, there is nothing stopping people from fast forwarding as soon as these ad reads start, and most people do including myself. However, the comedian Bill Burr does not read the ad-reads verbatim, he constantly cracks jokes throughout the read, a lot of times at the expense of the product he is advertising. Some companies have dropped him as an advertiser as a result, but these companies I think are missing the boat here. This is the only podcast that I listen to the ad reads for, because it can sometimes be the funniest part of the show, and I actually have purchased a product because of these ads before.
