FOREWORD
Today’s marketers face being overwhelmed with the challenge of how to understand and use the new and dynamic methods and channels of engagement with consumers. With her unique experience and insight, Daina Middleton develops an approach that demonstrates how to connect with individuals and groups through participation. Daina’s passion for participant marketing was developed through her leadership roles at some of the world’s most respected marketing organizations. The theory and practicality is developed into a robust and highly applicable participation framework.
Marketing in the Participation Age provides an approach for motivating consumers to connect, engage, and socialize, which ultimately results in improved return on investment from marketing investments.
This book is both provocative and informative. It is vital reading for anyone setting out to navigate marketing in a digital age.
—Steve King
Global CEO
Zenith Optimedia
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