In a highly connected world, brands and their audiences are communicating instantly and across multiple touchpoints. The importance of client relationships and transparency has changed the customer’s role in commercial society. They are now stakeholders to the brand, and have an influence on whether brand messages proliferate or not. Crowdsourcing is one way of including audience members in the shaping of the brand, and digital marketing is one way to get the most input possible. Here’s a definition of crowdsourcing as well as how it enhances the brand and its marketing message:
The name kind of gives it away. Crowdsourcing is when companies or other organisations reach out to a large number of people for support. Sometimes brands need initial funding to kick-start their concept, while other times established brands reach out to their audiences for feedback regarding brand identity, marketing and advertising. Who better to request advice from than those who have a stake in your success? There are three types of crowdsourcing projects:
This variety of crowdsourcing is largely used by companies who require cash injections to develop projects, products, and services. This is common in the gaming industry, a prime example being Elite: Dangerous. NGOs use crowdfunding to raise support for humanitarian projects, and even individual people use smaller-scale crowdfunding projects to help with medical bills, legal fees, bail, etc.
The best way to plot a path to develop a new product, service or brand is to get input from your target audiences. They are the ones who will procure it, so it makes sense to have their take on things. Crowdcontests involve brands inviting people to compete in a contest of creativity, like designing new product packaging or coming up with a new logo.
Imagine having to caption and ALT tag 5 000 images. While these image elements are good for SEO, so you really should have them done, you don’t necessarily have to do them all yourself. Microtasking involves approaching a large audience of people to do small things, like adding ALT tags and captions to images, and paying them for their efforts.