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Why Marketers Use Participation Marketing To Create Lasting Relationships With Consumers
There’s more content on the internet than even the most engaged and curious internet user could ever hope to consume. As brands, publishers, social media networks, and creators compete for the attention of audiences, engaging users long-term is becoming more difficult. Participation marketing comes with a simple goal: To build relationships with consumers through ongoing experiences with brands.
As studies show that millennials — who will represent nearly a third of total retail sales by 2020 — value experiences over possessions, it’s important for brands and marketers to consider how they can offer meaningful consumer experiences. Participation marketing is about creating a relationship between brands and their consumers, and that relationship is vital to marketers’ success.