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Summary

Marketing in the Participation Age is based on the Intrinsic  Motivation Theory that people are motivated to seek challenges, to  discover new perspectives, and in doing so, the activity itself  stimulates their desire to actualize their individual human  potential.    If a person is intrinsically motivated, they will choose to  actively engage and participate and the experience will be  rewarding.  Social environments can be designed to facilitate  and enable participation, or they can just as easily cause  disruption and disinterest.  This theory has been applied to psychology and education.   It has never been applied to marketing because it has not been  relevant to do sountil now.  Living by the principles  of Marketing in the Participation Age will help  companies edge out their competitors, and conscientiously plan  their programs to activate a set of motivational elements that work  together to inspire people to join, share, take part, connect, and  engage.  The key to customer participation is to activate all  three elements of the framework:    Discover:   The human desire to continually learn, and the satisfaction of  becoming competent at something.  In what ways are you  inviting Participants to learn more about your  product/brand?   Empower:   Inviting someone to have a meaningful contribution to the brand  and/or product.  Do you invite Participants to connect with  the brand: provide feedback, offer tips and suggestions, and help  to create the product itself?  Connect:   Humans love to interact with others in meaningful ways.   Brands often only think of creating environments that allow  Participants to connect with the brand, but do you build  environments that foster relationships with others who may share  the same interest?

Duration: about 5 hours (05:22:01)
Publishing date: 2020-07-20; Unabridged; Copyright Year: 2020. Copyright Statment: —

• Business & Economics