Why brands are getting participation marketing wrong - and what to do about it

This event report covers the findings of a survey on participation marketing, including challenges and what brands can do to better engage consumers in the space.

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...

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