The effects of television advertising are less and less noticeable, companies know that fewer and fewer people pay attention to what the ads televised say, but, on the other hand, advertising has increased through the Internet, with the added possibility of making the purchase at the same time of watching the ad. What has not lost strength, and in fact has grown with the use of blogs, is the importance of opinions of the users of a product.
Every day millions of people enter product and service names in search engines hoping to find useful information about what other people who have already tried them have to say. This system is very influential in buying trends, especially through the web, since positive opinions will make the products have more sales, and conversely, a negative opinion can end the product more interesting. Advertising analysts have realized the strength of the opinions of individuals on the purchase-sales, therefore, they have sought a formula to effectively apply this power, and in this way was born the Participatory Marketing.
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Image author: Alexandr
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Participatory Marketing, also known as “Word of mouth”, as a way to publicize a product, is not a recent invention, much less: it is frequent that People ask those they know about products or services they use in search of an opinion that will help them, first in person, later, through the Web. What companies have done has been to apply it to advertising.
In Participatory Marketing, the company that wants to launch a new product, chooses a sector of the market more or less broad (age, area of residence or sex may be some of the factors to take into account) and they are given a certain amount of the product, divided into a portion for oneself, and others to give away among their friends and known. The goal is for the person to talk about their experience with the product, share it with other people, and even talk about their experience in forums and blogs. In this type of Marketing you can take information as useful as: people who are interested, regions in which it will sell better or worse, suggestions for advertising... Many large companies, such as Coca-Cola or Pantene, use Participatory Marketing among their marketing strategies. Marketing.
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