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Crowdsourcing vs Crowd-sending
Crowdsourcing refers to consumers drawing value from platform participants like the brand, other consumers, or third-party businesses.
Crowd-sending refers to consumers providing value to there platform participants.
According to a study, these two manifest in various interactions on flagship platforms. We can group these interactions into five key platform building blocks: transaction block, community block, benchmarking block, guidance block, and inspiration block.
They argue that brands should assemble building blocks and functionalities based on a common overarching consumer goal.
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MORE IDEAS FROM THE SAME ARTICLE
- Ad-Hoc: consumer crowdsourcing and crowd-sending intensity is limited and interactions are focused on the brand's core product
- Capitalizing: intense consumer crowdsourcing while integrating value creation
- Catalyzing
There are two central processes that shape brand flagship platforms:
Just like anything else in the industry, brand flagship platforms show the risk of dilution of the core brand due to the inclusivity of third parties, platform hijacking through consumers, and high operational costs.
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Crowdsourcing has become an essential instrument in every marketer’s toolbox, and recent research provides guidance for how firms can best use the strategy. Managers should ensure that the crowd is heterogeneous so consumers truly benefit from finding each other’s ideas inspirational rather than competitive.
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