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.

What You Need to Know to Drive Up Customer Engagement

In this exclusive on-demand micro-course, you will learn:

  • The ins and outs of participation marketing—what it is and when to use it
  • How customer participation data should inform your strategy
  • What it means to be in a state of “perpetual beta”
  • When and how to engage your customers as co-creators
  • How to empower customers as brand ambassadors
  • How to effectively use customer data to provide customized marketing
  • The next steps for effectively implementing a participation marketing strategy for your own campaigns
  • And much more!

Access the Micro-Course

Get the Participation Evaluation and Planning Worksheet

Participation Marketing worksheet and screenshot of Matt Williams speaking in video

When you access this on-demand mirco-course, you will get the Participation Evaluation and Planning Worksheet. This interactive PDF will allow you to reflect on your current marketing strategy and help you plan how you will effectively work participation into your campaigns.

Matt Williams, MBA

Meet Matt Williams, MBA

Matt Williams is a visiting clinical professor of marketing and the faculty director of the Online MSM program. He has a passion for brand management and brings a wealth of knowledge in communications strategy, integrated marketing, digital strategy and leadership.

Williams spent 30 years in advertising and was the CEO of The Martin Agency, the 25th largest agency in the U.S. and one of the most creatively recognized agencies in the world, from 2013-2018. He is currently a managing partner and chief growth officer for Brand Federation, a team of nationally recognized brand strategists who deliver targeted brand and marketing strategies.

Participate in Your Career Development

Data and creativity are two elements to master to find success in marketing. As a student in William & Mary’s Online Master of Science in Marketing program, you’ll study both. This program was designed to prepare you to lead in this dynamic field, instilling deep, far-reaching expertise in digital marketing tools, technologies and strategies used by forward-thinking marketers across industries.

Whether you want to pivot your career into marketing or are aiming to advance to upper management and the C-suite, the Online MSM teaches you the skills you need to thrive as a marketer in this global, digital age. Learn more about the program and see what this degree can do for your career.

Explore the Online MSM Access the On-Demand Micro-Course

Questions? Let’s Connect.