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Marketing in the Participation Age, A 2013 Must Read By Daina Middleton, Global CEO, Performics

What do Tulips, the Arab Spring, Call of Duty and the Broadway hit Sleep No More Have to Do With Participant Marketing?

CHICAGO, Jan. 3, 2013 /PRNewswire/ -- Performance marketing agency, Performics, (part of Publicis Group) announces today Global CEO, Daina Middleton's new book, Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage. In this book, Daina defines Participant Marketing, a concept that applies Self-Determination Theory to marketing for the first time. Performics employs participant marketing as a lens to view all campaigns and has found that it truly drives performance through fostering two-way engagement between a brand and Participant.

Marketing in the Participation Age:

  • Explores the evolution of consumerism, stemming from the introduction of sugar and the tulip market in 1600s Holland and the Industrial Revolution
  • Evaluates the tools of marketing for the past 60 years, stemming from the advent of TV
  • Outlines the effect of the proliferation of mobile devices and social media on the world, such as its role in the Arab Spring, and its effect on brands and Participants
  • Examines successes and failures of brands such as Activision, LEGO, GM and others
  • Provides best practices for establishing truly participatory marketing campaigns and organizational culture

Marketing in the Participation Age will help marketing executives 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 Participation Way framework. Middleton discusses the three critical elements for marketers to activate:

  1. 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? 
  2. 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?
  3. 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?

"The start of 2013 signifies the move into the Participation Age, driven by 2012 being the year of mobility with Participants having a computer less than a foot away 24 hours a day, seven days a week," says Middleton. "The Participation Way has had a profound effect on delivering marketing results. Understanding simple demographics is no longer enough in a world where you can't just simply broadcast a message and hope that people will receive it. Truly competitive companies understand that they must inspire participants to act on their behalf to be successful in the Participation Age."

Participants thrive on continually learning, feeling empowered and providing input to the products and services they use. Marketing in the Participation Age shows businesses, entrepreneurs and leaders how to nurture these intrinsic desires to motivate participation and develop meaningful customer relationships that yield greater revenues.

FOR MEDIA: Please contact [email protected] for a copy of the book and for interview requests. You can also visit Daina on Google+,  her site at and connect with Performics on Facebook and Twitter.

About Performics

Performance marketing agency, Performics, is the first partnering with marketers to make smart marketing decisions that improve ROI. Founded in 1998, our performance specialists are certified experts in search, affiliate & feeds, and social & display channels across all screens. Performics, headquartered in Chicago with presence in 19 countries and regional centres in London and Singapore, is part of Publicis Groupe (PUB)—the world's third largest communications group and top global search spender. Participate with us at

Abhi Basu
Kwittken and Company
E: [email protected]
T: +1 646 747 7174 
M: +1 917 922 7132

SOURCE Performics

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