Master Participation Marketing Strategy with William & Mary

You may have heard of the four Ps of the marketing mix: price, promotion, product and place. But did you know there is a fifth P that modern marketers should consider? This new P is “participation.”

“Customers have power to affect the products and the messages they consume, just by engaging in this participation ecosystem that’s been created,” said Matt Williams, William & Mary Raymond A. Mason School of Business visiting clinical professor of marketing and faculty director of the Online Master of Science in Marketing (MSM) program.

In the on-demand micro-course “Participation Marketing Strategy: Trends to Incorporate in 2023 and Beyond,” Williams discusses this fifth element that should be considered in your marketing strategy. In the first video, “Participation Marketing Strategy: What It Is and Why It Matters,” Williams details the industry shifts that are driving participation marketing, as well as the dos and don’ts marketers should be aware of when implementing this strategy. Then, in the second video, “Participation Marketing Strategy: Customer as Co-Creator,” he speaks on considerations for engaging your customers as co-creators, how to foster community building and the takeaways and strategic implications for participation marketing as a whole.

After you watch the videos, put what you learned into practice with the exclusive Participation Evaluation and Planning Worksheet.