Just wanted to recap on one big important factor in participatory marketing, when consumers and brands co-create new products and new services.
And that is one of the points Charles Leadbeater so excellently makes in this presentation at TED:
- People will be waiting for your product, anticipating it
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That is something else then launching a product on an unprepared or indifferent customer base, or having to drive their anticipation upfront with tons of messaging on marketing channels.
Participation is both innovation and marketing, which also, according to Peter Drucker, are the two fundamentals of business.