Embrace crowdsourcing successfully

Share this article:
Embrace crowdsourcing successfully
Embrace crowdsourcing successfully

Companies need to be smart about their innovation strategies and look at their innovation initiatives as a key brand touch point. Plenty of organizations have tried to implement an open innovation strategy of their own, yet how many truly succeed? Whether it's Chrysler Listens or Change.org, some organizations are still struggling to become effective. Without knowing the right methods and processes when launching open innovation initiatives, crowdsourcing can lose its potential for turning innovation into actionable ideas.

Make sure crowdsourcing initiatives connect to your overall marketing strategy and brand. An organization's marketing team is not always the designated driver of crowdsourcing initiatives, but often, they should be. Marketers need to be brought in to ensure that open innovation sites serve as an extension of the overall brand. A simple way to do this is through white-label innovation platforms, which easily enable marketers to influence the look and feel of a crowdsourcing initiative so that there is a stronger tie between the brand and innovation.

Tap the wisdom of your entire organization. Innovation can often come from unexpected places. Crowdsourcing can be just as effective among internal employees as it is with customers. Part of the reason has to do with the fact collaboration across organizations is a relatively new concept; silo operational culture is not too far off in the past. Just a year ago, when one well-known consumer-facing Fortune 1,000 launched an internal innovation platform to help spur ideas within the company, one of its best actionable marketing ideas came from someone in IT.

Recognize that crowdsourcing can enhance the role of marketing, if done right.The wisdom of a crowd is reciprocal. Just as someone in an IT department is capable of giving marketing their next dazzling idea, innovation platforms can enhance marketing's role and provide them with actionable data to take to other areas of the cooperation.

matt@brightidea.com

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.