Collaboration: The Wisdom of Crowds

The rapid rise of 'collaborative marketing' – that does things with (rather than to) other parties (be they consumers, competitors or suppliers) is changing the game for marketers.

The Wisdom of Crowds

Mark Earls

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-­parade 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...

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