Crowdsourcing" to connect your brands with customers

Crowdsourcing is the online distribution of certain tasks to crowds of experts and enthusiasts. It is an act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call. Problems are broadcast to an unknown group of solvers in the form of an open call for solutions.The term has become popular with business authors and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals. For example, the public may be invited to develop a new campaign or carry out a design task (also known as community-based design) for your brand.

Perceived benefits of crowdsourcing include:

Problems can be explored at comparatively little cost, and often very quickly.

The organization can tap a wider range of talent than might be present in its own organization.

Crowdsourced Creative Services ( one of the most prominent examples of crowdsourcing of creative ideas and design services. provides marketers the ability to generate advertising ideas from a distributed network of more than 11,500 creatives from more than 125 countries. Major brands such as MTV, Virgin Atlantic and DaimlerChrysler have all sourced ad work from the company.

Another good example of crowdsourcing is going on now at where a national marketing firm is crowdsourcing through social mediums to find a new company name.

colourlovers.com community site, just nominated for a Webby Award, is exclusively focused on sharing of colors and palettes.

patterntap.com is one of the best community sites for interface designers looking for inspiration to solve common design problems, such as creating 404-not-found pages, navigation, footers, breadcrumbs, log-ins and more.

There are literally hundreds more. It's not always easy to spot the beginnings of a seismic shift, but once a technology is unleashed and widely adopted, it's awfully hard to make it disappear. Just ask any music-industry executive or newspaper journalist.
However, some have taken strong stands against the crowdsourcing of creative services and "spec work." There is even a new online organization called NO!Spec( that is actively trying to educate designers on the perils of participating and performing services for free.
Creative agencies are supposed to be hothouses of ideas with charismatic leaders and collaborative teams.But some says creativity is a social activity also.What happens when the technology behind crowdsourcing makes creativity a social activity that knows no geographic bounds?

For marketers, crowdsourcing creative services poses both great risks and rewards. Do you risk sourcing one brilliant creative idea at the expense of building a trusted relationship with a partner who lives and helps evolve your brand, in many cases, for years at a time? Can both approaches coexist?

Where does the creative produced by the collective take us? Do we visit wild new frontiers or does a herd mentality take hold? Let the debate on .

1 comment:

  1. refreshing yet knowledge enhancing scripts for all generations.....keep writing......gaurav.