Forget the agency, get the crowd to produce your marketing insights

Here’s an interesting article in Adweek that describes the way big companies are turning away from individual (or agency-produced) insights in favour of finding out what ‘crowds’ of consumers think.

And, surprise, surprise, these exercises in democracy cost them rather less, with the winning submission sometimes costing as little as $1000 with the rest, which may be equally valuable, coming for nothing.

So just another cost-saving measure then?

Well it’s probably a bit more than that but the ‘flashmob takes over marketing’ trend is a wee bit disturbing.

It’s particularly annoying in the ads themselves where the trick these days seem to be to round up the biggest bunch of crazed consumers your budget will allow and just to film them acting oddly.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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