The simple definition of the word crowd is “a large number of people”, Crowd marketing aims to increase revenue or interest in a company by involving a large number of individuals. What makes it such an interesting marketing technique is the use of a crowd for marketing. The purpose of this article is to in depth explain what it is and why it is efficient.
Crowd marketing is a digital promotion technique that offers an opportunity for you to narrate your company’s story and engage in a broader dialogue on multiple media networks using real people. Crowd marketing as a strategy also includes content creation, SEO (search engine optimization) and social media marketing in order to boost sales. A popular strategy is reaching customers through individuals who already have established a following, influencers. The technique provides for a complex of events aimed at increasing sales of a particular product, based on recommendations. By borrowing the following of the influencer, a company can reach the target audience faster. Satisfied customers equals loyal customers and this will favour your brand in the form of repeated sales, referrals and word-of-mouth ads. If a company is on a lower budget, this marketing strategy can be especially useful.
“An influencer can be anyone who has a broad audience or online following that they engage with.”
An influencer can be anyone who has a broad audience or online following that they engage with. It can be a singer, celebrity, athlete or any other person that through their large following is able to influence sales of products or services. This technique is particularly effective because of the large number of existing influencers, the existing diversity within them and the niche of individuals.
A successful example of crowd marketing is when car brand Volvo made Zlatan Ibrahimovic the face of the “Made by Sweden” campaign. Volvo knew that the decision behind buying a car is more than just technical details, it is about the image you want to display to the world. By gathering core values and choosing a world recognized influencer that matches their interests, they produced probably their most successful campaigns ever.
To understand what people want or need, make yourself a part of the community. Finding questions that are asked about your product or service and writing the answers to them is simple, but to gain an understanding of how to expose your product is more important. Be active and interact in the community of the target customer, whether it be a Facebook group or Google reviews. This will build trust for your brand as customers are aware that their opinions are heard and that you are actively working on improving their experience of your product or service.