Citizen Engagement Through Digital Participatory Marketing Tools: Innovation in Local Government Governance?[L’implication citoyenne par les outils digitaux du marketing participatif : innovation dans la gouvernance des collectivités locales ?]

This paper provides a state-of-the-art overview of the challenges surrounding citizen participation in local government projects, drawing on participatory marketing approaches and collaborative web tools, and positioning them in relation to the principles of New Public Management. It analyzes participatory mechanisms transferable from the private sector (co-production, co-creation, crowdsourcing) and proposes a taxonomy of active and passive tools based on the type of contribution, the objectives pursued, and the expected level of citizen engagement. This classification aims to clarify the link between private-sector practices and levels of citizen empowerment in local public action. Finally, the paper outlines future research avenues focused on measuring the impact of civic tech initiatives on citizen involvement in public decision-making processes.