Occasionally when you’re wading through the many words availabe to you on a daily basis, you read something that really hits the spot (I know, that might be a middle-aged thing to say but, I maintain, only if you say it after your first sip of a cup of tea). Of course, this may simply mean that it appears to back up something you’ve been banging on about for months. This happened to me when I came across Consumer interrupted on biz-community the other day.

Theo Ferreira and Sacha Matulovich from Re:Act Ideas Agency 2.0 went off to Cannes Lions International Advertising Festival in June 2007. Those bright young lads not only scored a free gig to the South of France, I think they came up with some pearls of wisdom – particularly when it comes to providing people like me with ammunition against corporations who want to produce a company newsletter instead of a real programme.

As Matulovich comments, “Consumers want to be inspired and entertained; they want to have a sense of connectedness with their world and the people who live in it. The want to be a significant and contributing member of that world and finally, they want to be challenged to grow, learn and improve.”

Ferreira comments, “Experience and entertainment are two of the best incentives we as marketers can give our audiences to engage with our ads.”

In the past, advertisers may have sought to entertain their viewers but this approach is no longer sufficient on its own, particularly in a world where consumers have the widest choice of entertainment options available. Creating an experience for the viewer, in addition to keeping him entertained, will not only keep him listening for longer but also ensures that he engages with the brand, taking away with him the memories of an experience long after the interaction is over.

Participation, fast becoming known as ‘the fifth P of marketing’, is closely linked to Experience and Entertainment, and forms the second of Re:Act’s new categories. “Advertisers who excel in this category understand that the monologue has to end. Talking at the consumer is over. Participation is about getting the audience involved,” comments Matulovich, highlighting the fact that campaigns that encourage the consumer to contribute to and influence the outcome of a brands’ communication, are being rewarded by a more positive consumer response.

Yes, yes and again we say…. yes. There was a snidey little comment at the bottom of the piece that said it was all regurgitated from Purple Cow. Well, it may be but it is, I believe, worth regurgitation (if this isn’t all getting a bit too regurgitatory and bucolic) because I reckon it’s the key to a whole hill of social media marketing beans.