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.
One way of clever marketing that I have noticed is Spotify Ads in the free version of Spotify. Spotify has now made it so that if you want to listen to ad-free music, you have to pay for Spotify Premium. Another way is to use high-profile celebrities to market certain products. An example of this is Sydney Sweeney’s American Eagle Jeans Ad. I heard the ad when I was using Spotify to listen to music. As someone who shops at American Eagle, I do see the appeal of the ad but after listening to the ad and seeing it everywhere on social media, it was off-putting for me personally.
In modern marketing, participation has become one of the most important elements of success. Unlike the traditional 4 Ps (product, price, promotion, and placement), participation focuses on how customers interact and engage with the brand. With the rise of social media and digital platforms, companies no longer just talk to customers, they talk with them. Participation allows consumers to feel like they are part of the brand’s story and not just buyers. For example, many brands use online polls, challenges, and user-generated content to build stronger relationships with their audience. Another example is companies like Medtronic and Philips encourage doctors and patients to participate in product improvement by sharing feedback and real-world usage experiences through online forums or clinical partnerships. This collaboration helps refine product design and build trust with healthcare professionals. This approach helps companies create loyalty and trust because people are more likely to support brands they connect with.
I think the best or at least most effective way of marketing something is having someone famous who a lot of people know promote that product. Also, most people are on social media, so the majority will be engaged if the product was marketed on social media. If the majority is on social media, they will know about that product. In terms of the famous person promote the product, it makes a difference if the field of the product coincides with what that famous person is known for. For example, let's say the product to be marketed is new sports shoes. People will be more engaged if the product was promoted by famous athletes than someone who isn't known for sports. This goes the same for any field. An actress known for her beauty would get more engagement promoting a new beauty product than an athlete promoting it. It all depends on what the product is, what the product is intended for, and who is promoting the product. Any unusual or impractical combination of product use and person promoting the product will effect how the engagement is. Also, more people likely to be engaged with a product if they have social media, since the majority has social media. It all depends on what the product is, what the product is marketed and intended for, who is promoting the product, and how the product is promoted.
A clever example of participation that I have personally witnessed is how brands interact with people’s videos on TikTok. Many companies now reply to user generated social media content in the comment section or even create their own “stitches” with fan videos. For example, brands like Duolingo and Ryanair have become popular for their funny and engaging responses to users. Instead of posting traditional ads, they use humor and quick interactions to make people feel noticed and entertained. Oftentimes, their comments aren’t even about the brand itself. They’re just funny, playful, and engaging, which makes people want to interact with them even more. This type of participation works because it makes the brand feel more human and approachable. When a company responds to someone’s video, it encourages others to post their own content in hopes of getting noticed too. It turns marketing into more of a conversation, where customers and brands build connections through shared creativity rather than one way advertising.
I have noticed the use of Spotify's "Wrapped" feature as one instance of clever marketing participation. For those unaware the concept is pretty straightforward. Users show the songs and artists they have listened to the most resulting in millions of individual posts online without Spotify even asking. By allowing people to showcase their musical preferences, I would say it transforms them into promoters. Since people genuinely appreciate it and want to follow the trend, that type of participation feels authentic. Making consumers feel a personal connection to the brand instead of only being marketed to is, at least in my opinion, very crucial to effective marketing.
Participation in marketing is when brands invite customers to help shape their products. Crumbl cookies for example use changing their cookies once a week as marketing to their customers. When customers feel like their voices matter they are more likely to engage with the company. Social media has had a huge impact for crumbl in many other brands and it appeals to consumers.
