The Participation Age is fragmented, personal, connected, real-time, and always-on. Consumers have transformed into Participants who actively manage life by utilizing the many technology tools at their fingertips and expect to have ongoing relationships with brands. Traditionally, marketers utilized the science of persuasion. Today’s marketers must utilize the science of participation.
Marketing in the Participation Age is a new marketing philosophy based on what inspires people to engage. Living by the principles of the Participation Way will help marketers to edge out their competitors by activating a set of motivational elements that work together to inspire people to join, share, take part, connect, and engage.