Crowdsourcing is not only a way for companies to gain insight from their consumer but it is also a way for them to use the publics intelligence to complete the businesses tasks at hand. Instead of using business funds and time to plan advertisements that may or may not connect to the consumer, they can use the insight from their consumers for practically no cost at all.
A successful example of a crowdsourced ad is the Doritos Crash the Superbowl ad competition. Viewers were asked to enter in a Doritos ad in chances to win the chance of their work being shown during the Superbowl Halftime, here are a few examples:
Another example of crowdsourcing advertisement was when Starbucks invited their customers to decorate their iconic white cup anyway they wanted and share it on social media sites such as Instagram and Facebook.
Crowdsourcing comes with its disadvantages but thankfully the good outweighs the bad. Companies aim to build better relationships with their clients, viewers, and consumers and crowdsourcing allows that. By working with the target audience to develop ad's they wish to see and will make the biggest impact on them, companies can develop and work with their target market to both satisfy the customer and their marketing goals.
Instead of paying private companies or using valuable time brainstorming their own ads, they can use their viewers with little resources and costs. Crowdsourcing also allows many people from all walks of life to use their creativity to develop ad's that may not have been developed through a professional ad company. By letting viewers develop ads for your company, it allows the potential for new customers who may not have used or known about your company before hand.
The biggest critics of crowdsourcing are the the consumers themselves. Just like any ad, companies put their name behind ideas that they believe will get them a positive results. While paying big companies to form advertisements for your company, they don't always get it right and sometimes those dollars can go to waste in an ineffective ad. However, with crowdsourcing, companies put their name behind ideas that come directly from the consumers which most of the times comes with positive results because they are from the people the companies were trying to target in the first place. Crowdsourcing is a way for people and small groups to get together and compete for the best ad with little to no pay but instead a chance to develop advertisements that they, as the consumer, want to see and maybe even the chance to get recognized by the masses. People often complain about annoying or boring ads but with crowdsourcing, companies give the people two things they want, the chance to create ad's they want to see and the change to get involved and give their opinion.
Works Cited:
http://www.convinceandconvert.com/content-marketing/5-ways-crowdsourcing-improves-your-content-marketing/
http://www.wsj.com/articles/benefits-of-crowdsourcing-1414625224
http://www.adweek.com/news/technology/jdate-crowdsourced-its-ad-copy-biggest-rebrand-17-years-157847
Hi Alex: Thank you for your efforts here. If you would like to increase your score, please consider adding content in the following areas:
ReplyDeleteThere are several advantages of crowdsourcing for IMC campaigns that you do not clearly discuss including:
- It creates customer engagement
- It creates a stronger connection with the brand
- It creates its own market buzz
Please add content that discusses these advantages.
There are two main critics of crowdsourcing as related to IMC:
- Ad agencies
- Creatives
Please add content that discusses these.
Thank you!
Creating customer engagement is another advantage to crowdsourcing. It creates loyalty and trust between a brand or company and their consumer by showing the consumer that the company values the customer insight and wants their product or service to meet the consumer needs. A consumer is also more likely to stay engaged with a company or brand if their product or service remains relevant in their day-to-day lives. With crowdsourcing, companies and brands are able to stay relevant because this technique allows you to get consumer feedback quickly thus allowing your company to meet the demanding and changing needs of the consumer. The final way it create customer engagement is the fact that crowdsourcing is fast and what the consumer wants so companies are able to optimize their content on a regular and consumer paced schedule.
ReplyDeleteAlong with creating customer engagement, crowdsourcing also creates a stronger connection between a brand or company and the consumer. By engaging in an open dialogue between consumer and brand, consumers feel as though their voice is heard and the brand or company is making improvements for them which results in returned customers and brand loyalty. It also benefits the company or brand by getting important feedback and responses directly from their target market.
The last benefit crowdsourcing has is the creation of market buzz. When companies are putting themselves out their for direct criticism, they get interaction from the public and with interaction from the public, people will talk and when people talk, market buzz about their company starts to arise. The more a company utilizes crowdsourcing, the more useful feedback they receive and the more attention they receive. If a company is successful in making market buzz, chances are more people are going to start looking into that company and potentially become consumers of their product or service.
There are two main critics of crowdsourcing:
The ad agencies; who are the traditionalist and make/plan ad's for companies for a living. Crowdsourcing has the potential to take jobs away from them that they might have had otherwise. While it may seem like ad agencies despise crowdsourcing, some are coming to terms. While the create part of making ad's are now in the hands of the creatives and public, there still needs to be people and companies to manage these creatives and developments of advertising. This is where the ad agencies come in.
Creatives: these are the people who, are usually consumers of the product or service and the target market, create the advertising ideas and are the ones who know how to reach the target market the best.
With the creativity coming from the creatives and the management coming from the ad agencies, the two are able to work together (bringing in both of their expertise) and creating ad's that will not only meet the companies needs and wants but the needs and wants of the consumer as well, which is the most important goal.
Sources:
http://www.crowdsource.com/blog/2013/07/3-ways-crowdsourced-content-increases-consumer-engagement/
http://www.laneterralever.com/strengthen-brand-consumer-relationship-crowdsourcing/
http://mashable.com/2014/10/21/the-ad-industry-has-made-peace-with-crowdsourcing/
OK, so I was hoping that you would put these updates IN the blog itself!! :) But no matter, I got what 'I' wanted. You had to think about these things to write these comments. :) Your score has been updated.
ReplyDeleteBest of luck to you! DP