Crowdsourcing

On PSFK and IF! we’ve discussed crowdsourcing in the past. To those who are unfamiliar with the term, it simply means when businesses ask or tap into the collective wisdom of consumers around the world.

Steve Rubel has posted his AdAge column on the subject on his blog.

“Crowdsourcing is one reason YouTube was such an attractive acquisition for Google. Marketers by the boatload are rushing to launch campaigns where consumers, not the advertising agency alone, determine what goes into a television ad. The TV nets have been at it even longer. Reality television and text-message voting for American Idol are at their heart, crowdsourcing.”

He finishes with a stirring call to action:

“Now is the time for the industry to commit to crowdsourcing as not a nice-to-do but a must-do that permeates the bloodstream of our business. It needs go go beyond “upload your video here and maybe we’ll let you into our hallowed halls” to a process that that is far more strategic and integrated. Give individuals the creative brief. Let them guide you.”