A new marketing organization has been formed that you should take a look at it. It’s called the Participatory Marketing Network. According to its web site:
Over the last 50 years, we have seen marketing evolve from “Push Marketing” to the “Permission Marketing” concepts popularized by Seth Godin. More recently, industry experts have proclaimed the coming of a new marketing model “Participatory Marketing,” and while their definitions may differ slightly, their concepts are united in their recognition that:
- We are in the midst of another paradigm shift that calls for new solutions that recognize and embrace consumer control and empowerment.
- The Internet and technology have fundamentally changed consumer and brand interactions forever.
- To succeed and build trust today, marketers must advocate for consumers and make them an active and willing participant in the promotional conversation.”
What I like about this concept is that it: 1) recognizes the need to move beyond push and persmission marketing, and 2) frames the model in a way that isn’t simply limited to social media and social networks. (On the other hand, I hope the network recognizes that just because marketers must meet the “participatory” challenge, it doesn’t mean that they can stop mastering the permission and push models).
The PMN is the brainchild of Michael Della Penna, who was a pioneer in the email marketing field as one of the co-founders of Bigfoot Interactive, and more recently, was Chief Marketing Officer at database marketing firm Epsilon.
Membership provides access to webinars (the first one from Charlene Li, co-author of the best-selling book Groundswell), white papers, and to proprietary Gen Y research that the network is conducting in conjunction with Pace University’s Interactive and Direct Marketing Lab.
There’s also a blog worth checking out.
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