Rachael Marret – MRM Worldwide,
Great Event – highly recommend checking out the podcast, even if it won’t be able to convey the images, the spirit of the even, interesting conversation, and, oh, the food! 🙂 The podcust and pictures are already posted on the site. Ha! You can spot my very photogenic back on one of the pictures 🙂
The age of the participation – consumers expect brands to behave in a certain way. “The balance of power” between the brand and consumer.
loyalty paradigm is inverting: consumers expect brand to “be loyal,” to assure consumer’s privacy.
Consumers expect transparency
Consumers are “self-servicing” their way to brands
Marketing need to behave differently:
Before – “What does the brand wants to say”
Now – “How the brand allows consumers to participate”
We need to get beyond “engagement” to “participation;” participation has higher emotional bond.
Participation enabling tools:
How do we measure participation?
Participation – proxy of consumer value. There are more passive users than active users. Level of participation can be used for consumer segmentations.
The most poignant quote from the presentation, I think is this one: