Participatory marketing-fascinating idea!
It does sound completely new for “growth markets” such as Asia where the marketing focus is still predominately on acquisition and “push based marketing”. When you are getting hounded by spam mails, sms & getting called by pesky telemarketers at odd times, it does seem like a breath of fresh air to seek participation from the consumer! I could choose to not get hounded by any of the push marketing stuff!
Ron Shevlin’s wrote a related article on his blog:
“A new marketing organization has been formed that you should take a look at it. It’s called the Participatory Marketing Network. The Participatory Marketing Network (PMN), an organization that helps marketers transition from push and permission marketing to participatory marketing."
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