The Participation Game: How the Best Brands Make Best Friends

Norty Cohen

Today's consumers are in charge of the ads they see and the brands they choose to let into their world. Their friends are generating hundreds of interesting and compelling posts every day and commanding their attention.

For marketers who assume they can join the conversation, the question is not just how to get some of this attention. It’s how to give it. Even though the game has changed, many brands still play by the old rules, assuming that consumers want to welcome their messaging. Yet other brands easily build authentic connectivity and lead consumers through the purchase funnel to loyalty. In this entertaining and informative read, insights from consumers, case studies and interviews with top brands reveal a new approach, asserting that brand participation is the X factor to building loyalty.

PeerSphere: Volume 6, Number 2

PeerSphere is the quarterly e-journal of the Chief Marketing Officer (CMO) Council, an organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The journal is peer-inspired, peer-driven and peer-influenced and provides insight from global marketing leaders about best practices and strategies in the marketplace.

The latest issue of PeerSphere is now available and covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:

• How chatbots can help to revamp your social engagement strategy
• Stereotypes to avoid when marketing to millennials
• The components that most LinkedIn marketing programs are missing
• Q&A articles with marketing leaders at T-Mobile and HH Global
• Insights from marketing leaders at IBM Watson, Conversica, SAS and more

PeerSphere is available on a complimentary basis courtesy of our sponsor, Thomson Reuters. If you would like to get involved in PeerSphere as an interview or profile subject, please contact Managing Editor Mary Anne Hensley regarding any inquiries.