|Startup Marketing Conference|
By Anji Ismail
The collaborative economy is a complex ecosystem, with global economic impacts.
Crowdsourcing - a concept that falls under the umbrella of the collaborative economy - offers considerable advantages for those who understand how to leverage their communities while managing for potential risks. In the marketing context, the collaborative economy is enabling better marketing that can be targeted and localized to the intended market.
Crowdsourcing works as a business model because of it’s unique ability to leverage horizontal networks and to engage the participation of large communities. Drawing on the expertise of people in different locations with various skills and interests, crowdsourced models are able to capitalize on matching the right people for the right job at the right time.
Mobilizing external actors (those not directly employed by you) through crowdsourced platforms can naturally bring significant risks. Relying upon a group of persons (crowd) can only work - if and only if - potential negative outcomes are well managed. Companies must carefully select, qualify, contract with, and manage their partners to ensure that quality does not deteriorate and affect end-customer satisfaction. The quality of your community is everything in crowdsourced platforms.
How to apply crowdsourcing to marketing?
In marketing, crowdsourcing offers extraordinary potential for better marketing by tapping into the skills of creative thinking people worldwide. This global network allows for greater access to the kind of out-of-the-box thinking not always available internally. New digital platforms are making collaborative marketing easier than ever. These platforms help companies accomplish much more than they might be able to do on their own. Thanks to the large number of community members that can be drawn on, content creation is easily scaled and distributed, making work more flexible.
Here at DOZ.com, a crowdsourced marketing company, freelancers from around the world are matched with unique tasks on marketing campaigns based on their skills, interests and location. DOZ uses a proprietary algorithm to match the right tasks to the right marketers. The collaborative economy is enabling better marketing in this way.
DOZ effectively draws on the expertise of folks from different fields and levels of expertise that would not otherwise be available to businesses. On the flip side, DOZ manages risk through a 3 step vetting process via social proof, gamification, and peer review. First, social proof is required before marketers can join the platform. Second, built-in gamification ensures that new community members only pick up non-critical tasks for any given campaign until they accrue enough points and have proved themselves on the platform. Third, every task completed by community experts must be peer-reviewed before the work is accepted.
The Future of Marketing
Collaborative platforms are allowing marketers to work more remotely than ever before. In the future, marketers will have the option to work on campaigns they enjoy, from the places they love -- through digital platforms that match them better with the right marketing work.
Better matching that enables marketers to find work they are not only qualified to do, but also genuinely interested in will inevitably enable more authentic marketing. A marketer would rather work all day long on a product he actually knows and loves. How many marketers have been “forced” to elaborate on cars they never drove, beers they never drunk and diapers they never used. Marketing is matter of expertise, of knowing a market, of understanding a segment, of drawing a customer profile etc. Imagine how powerful marketers can be when they actually start working on things they know and understand, when their creativity is not used anymore to guess what will work, but to actually build campaigns that would work on them as potential buyers.
Crowdsourcing is giving this opportunity to brands and agencies, to scale their marketing strategies with marketers who are made for the job. The marketer in 2024 will not have a contract with one single agency but instead will work simultaneously with 10 or 15 brands, within several cities. All of this will be managed remotely -- everything from kick-off meeting done on visio-conference, to shared editorial planning to collaborative, authentic content creation.
BI-WEEKLY GROWTH TIPS
GROWTH MARKETING TACTICS FOR 2015: WORKSHOP TOUR