Crowdsourcing: An Application of Promotional Marketing

Silvia Sanz-Blas (), Sandra Tena-Monferrer and Sánchez-García Javier
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Silvia Sanz-Blas: Universitat de València
Sandra Tena-Monferrer: Universitat Jaume I

Chapter Chapter 12 in Advances in Crowdsourcing, 2015, pp 147-161 from Springer

Abstract: Abstract Groups are more creative than individuals; therefore, they also contain more knowledge, and this assumption represents the central principle of crowdsourcing. The term “crowdsourcing” is a contraction of the words crowd (a large number of people) and outsourcing (the use of external assistance or help). The crowdsourcing concept was popularized and clearly defined in a Wired Magazine article published by the American journalist Jeff Howe in 2006, and since then, it has been implemented in a wide range of industries. Nowadays, with the proliferation of the crowdsourcing practices, it has become necessary to clearly define what crowdsourcing really is and what its specific limits are. So, while there is not one unique way to categorize the crowdsourcing landscape, the most popular classifications done by experts and researchers on the subject classify crowdsourcing performances according to the task or labour performed, the features of the crowd or even the problem or task being solved. All in all, before launching any crowdsourcing initiative, it is important to determine what your ultimate goal is, and the answer to that question will help you decide which crowdsourcing model can maximize strengths and minimize weaknesses. Any crowdsourcing project turns into a promotion and marketing campaign, since the diffusion performed for the campaign, in order to be successful, should be managed in the same way as any marketing action would be.

Keywords: Crowd; Knowledge; Marketing; Open innovation; Community; Market research; Problem-solving (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-18341-1_12

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