Personalised targeting: Micro strategies for success

Daina Middleton

Effective participant marketing needs consistency in engaging consumers across search, location, social media and display

Over the past decade, simple push marketing techniques have become obsolete. Today's marketers understand the importance of cultivating brand participation. Those who interact with brands now dictate what, where and how they do so, using enabling technologies. Participant marketing requires rethinking traditional marketing models and strategies.

An example of an old model is the traditional marketing funnel, which assumes the more dollars a marketer pours in, the more buyers will come out the other end. In reality, the time and money required to keep the funnel full today exceeds budget and resource capacity. The funnel does not acknowledge the active role that current and potential customers play in the marketing process.