Micro strategies for success (how marketers currently understand the importance of cultivating brand participation)

Strategic Direction

ISSN: 0258-0543

Article publication date: 11 October 2011

Keywords

Citation

Middleton, D. (2011), "Micro strategies for success (how marketers currently understand the importance of cultivating brand participation)", Strategic Direction, Vol. 27 No. 11. https://doi.org/10.1108/sd.2011.05627kaa.008

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited


Micro strategies for success (how marketers currently understand the importance of cultivating brand participation)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 11

Middleton D.Admap, June 2011, Volume 46 Issue 6, Start page: 40, No. of pages: 2

Discusses the way that marketers currently understand the importance of cultivating brand participation, and appreciate that participants play an active role in ’spreading’ content through their choices, investments and actions which determine what is valued in the new advertising media landscape. Explains that search was the leading indicator of participant marketing, requiring a focus on the motivations and choices of potential and current customers, rather than those of media companies, requiring advertisers to design content that better aligns with consumer interests. Argues that this approach compels the adoption of policies that sustain the desire to help circulate relevant material throughout a variety of media and suggests that marketing evolves to become a continuous relationship activity, rather than a large push approach. Suggest that the consistent performance of micro strategies across paid search, search engine optimization (SEO), social, display, and other advertising channels ensures the approach will only gain wider acceptance among brands going forward. Concludes that effective participant marketing needs consistency and engaging consumers across search, location, social media, and display.Article type: ViewpointISSN: 0001-8295Reference: 40AN353

Keywords: Advertising, Advertising agencies, Advertising effectiveness, Advertising media, Brand management, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Sales campaigns, Strategic marketing