With the emergence
of the Internet and social media platforms with the audience of thousands and
thousands of people, the concept of crowd marketing is seemingly a better
marketing solution for a lot of companies.
What is Crowd Marketing?
Crowd marketing is
a popular marketing technique in which a business connects to an influencer,
who is in direct contact with the target market of the product that the
business is marketing. The proliferation of social media networks including the
Facebook, YouTube, Twitter, Google plus and many other, crowd marketing has
gained increased popularity among marketers as being a cheap, effective and the
easiest way to reach target consumer. Unlike many other marketing strategies,
the target market reach of crowd marketing can be monitored in terms of measurable
indicators such as likes, shares, reviews, retweets, feedbacks etc.
In essence,
crowd marketing techniques are focused on increasing website traffic, lifting
search engine rank and strengthening the brand position. The main difference
between techniques like Social Media Marketing (SMM), Search Engine
Optimization (SEO) and the crowded marketing technique is that the later
technique directly approaches to target consumers rather than focusing on the
general public. One of the good examples of crowd marketing may be the
celebrity endorsement technique. In this technique, a business identifies
celebrities that already have a large fan base among the target market niche of
the business; the business pays the celebrity to endorse its product among its
target consumers. It is an effective way because people tend to be influenced
by celebrities, their lifestyles and what they recommend. Such marketing
technique is also used to approach the target market directly as long as the
influencing celebrity personality, as well as his fan base among the target
market population, are properly selected.
Crowd Marketing Techniques
Crowd marketing
techniques most recently rely on the social media platform and utilize the
power of content marketing to enhance target market reach. Since social media
has become an integral part of people’s lives, one of the most effective crowd
marketing platforms is Facebook, which has over 1,500 million active users.
Targeting Facebook as a platform to reach the target market has been popular
these days. The technique is straightforward –leveraging content marketing
method to attract the target market population among Facebook users. In this
method, the business creates a compelling content, mostly product or
brand-related videos, and finds an effective way to publish it over the
Facebook that will ensure most return on investment. Usually, celebrity pages,
celebrity accounts where many people keep their attention and the paid
advertisement that is boosted by the Facebook to help reach increased customer
base are utilized as crowd marketing technique over the Facebook. The number of
likes, shares, and comments can be used as a measure of the success of the
campaign. The most effective way to reach target market is to utilize the key
influence of the business niche. Identifying target consumers, their behaviors
and whom or what they follow can make the difference in crowd marketing. If the
key influencer of the target audience can be identified and can be used to
endorse the product or brand, the success of convincing the audience about the
reliability and superiority of the business goes higher.
The Power of Social Media
Another effective
technique that warrants success in crowd marketing method is to use tools that
help the business with key insights of the marketing as related to social and
content marketing wings of crowd marketing. For example, few web applications
help the business identify the target audience of a product, their key
influencer, their position and location within web domain and provides with the
best crowd marketing strategy starting from content recommendation to target
markets locating. These tools make implementation of crowd marketing easier and
more effective.
The Lego Group,
children’s toy builder company, has been leveraging the concept of crowd
marketing since the 90’s; it has used the Internet effectively to transform
website traffic into effective customers and revenues. The key idea to engage
target customers from around the world is novel and simple – it asks toy
builders and idea-makers to share their ideas about new toys. These ideas are
published on the website and are open to million enthusiastic audiences. Any
builder can upload his unique design built out of the combination of thousands
of different block pieces. The models are placed to audiences for marking and
the models that get highest marks are chosen for the award. Moreover, the
company uses fans’ ideas and models to build its toys from. Recently, it has
created builds from the theme of the movie “Star Wars” and “Lord of the Rings”,
which are the most popular builds from the company for years. The company has
been adopting social media-based marketing campaign to increase its audience
reach and enhance revenues. Last year, the company has earned about $4 trillion
in revenue, most of which can be attributed to the crowd marketing strategy.
Crowd marketing has also enabled it to become a global brand. The success of
the company may be set as an example for all businesses who wish to adopt crowd
marketing strategies.
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