The latest figures are out and big businesses are giving crowdsourcing the big thumbs up. Between 2013 and 2014 the Fast Moving Consumer Goods (FMCG) sector increased crowdsourcing investment by 48%, making it the most active crowdsourced sector of last year.
That’s according to a new report, ‘The State of Crowdsourcing’ – a study of Interbrand’s 100 best global brands in 2014 by crowdsourcing agency eYeka.
Some of the key findings were:
- Procter & Gamble, Unilever and Nestlé were named the top three crowdsourcing users for 2013 and 2014
- Among the top global brands to have most used crowdsourcing since 2004 are Toyota, Nestle, Microsoft, Santander, HP and Ford
- The most active crowdsourced users of the past 10 years are Coca-Cola, Pepsi and Danone
- Industry sectors where crowdsourcing has been adopted include: technology, automotive, finance and insurance, fashion, technology and restaurant/hotels
- Crowdsourcing of ideas by FMCG companies increased by 16% in 2014
- The top three crowdsourcing applications are video contests, idea contests and design contests
Consumers and Crowdsourcing
Crowdsourcing first came to most people’s attention when Jeff Howe wrote about it in a Wired article in 2006. Since then it has enjoyed considerable growth, and today, many companies are reaching out to the crowd for their innovation needs and to enhance their marketing efforts.
Having said that, there are still organisations who have yet to embrace the crowd, unsure of the benefits and whether it is for them. But when it comes to consumer facing companies, ever greater numbers of their customers are wanting to have more of a say in what their favorite brands deliver. Reaching and involving them through social media or other channels can be a smart strategy that reaps great benefits.
To read eYeka’s report on the evolution of crowdsourcing, click here.