THE 5th "P": PARTICIPATION

"As consumers spend more and more time controlling, uploading, downloading, filming, recording, and sharing their own personal experiences with products, services, and brands, we marketers must figure out how we can insert ourselves in this creator’s life in a relevant and credible way. Brands have two choices really:

1) They can continue to shout at consumers through traditional media vehicles and hope that’s enough to inspire them to take action; or

2) They can embrace the consumer’s desire to create, control, and share and empower them with simple creation tools that allow them to self-express…over and over and over. Ah yes, self-express. That sure brings back memories."

Excellent article published on BrandChannel.