Why brands are getting participation marketing wrong – and what to do about it
Low Lai Chow
Brands and marketers are getting the fundamentals of participation marketing all wrong, according to a new survey released at Spikes Asia by TNS and J. Walter Thompson.
"Participation [marketing] is not why people connect," said Angela Morris, executive planning director of J. Walter Thompson Australia. "It's a response when people make the connection."
The regional study by TNS conducted in June investigated the online attitudes and behaviour of 5,600 consumers across seven markets in Asia Pacific: Australia, China, Indonesia, Malaysia, New...