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New York Times, November 12, 2008 — If crowdsourcing can be used to improve product design, music promotion and sports team management—to name just a few of the examples we've written about—why not the process of finding sales leads? That question is about to be tested through a new site that aims to put the crowds to work as a sort of community sales force.
Advertising Age, September 29, 2008 — Once upon a time — say, 2002 — digital spending was a negligible portion of total marketing budgets and we lived in a world where few marketers would dare go "beyond the banner." Fast-forward to 2008, and in some cases we have the opposite problem. Digital spending is still too low, but in the spirit of wanting to appear current, some marketers have rushed to embrace any and every new digital tactic.
This has resulted in a scenario where some digital tactics are dangerously close to "jumping the shark." Everyone is doing them, so they're not original anymore. They generally are not done well (i.e., in a way that builds brand equity, awareness or sales), and they may be so commonplace that rather than making a brand seem current or hip, they have the... continue reading
Wall Street Journal, September 16, 2008 — When executives at electronics retailer Best Buy Co. want to know if a new product or idea is likely to succeed, they can seek the opinion of rank-and-file employees by turning to the company's "prediction market."
The market, called TagTrade, allows Best Buy's workers to trade imaginary stocks based on answers to managers' questions. The market's judgment has often proved to be more accurate than the company's official forecasts.
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