The Wisdom of Crowds
Collaboration, co-creation, crowdsourcing: it's all about opening up and letting the people in to engage with your brand. It can be unpredictable, but fun says Mark Earls
Marketing can seem more fashion-Âparade than a firmly grounded and principled discipline – a neophile's paradise. Wave after wave of latest things – the newest, shiniest technologies, media or routes to market – come racing towards us, each heralded by a gaggle of vendors demanding a complete rethink of everything that we thought was best practice.
No wonder many of us feel slightly giddy: we're torn...