Marketing In 2015: Open-Creativity Becomes The New Competitive Advantage

Marketing In 2015: Open-Creativity Becomes The New Competitive Advantage
SHARE
THIS


What best describes you?

In the race to stay relevant to consumers and emerge from the clutter, open brands will outperform their markets in 2015, says François Pétavy, CEO of crowdsourcing brand platform eYeka.

How can brands innovate fast enough in a world where consumer behaviours are shifting overnight? How does advertising stay relevant with a globally connected yet multicultural and hyper-fragmented audience? And how will companies cut through the clutter to reach consumers online, fighting for share of attention against content from their competitors, but foremost content generated by friends, families or influencers on social media? These are the questions on the mind of François Pétavy, CEO of creative crowdsourcing platform eYeka.

In the last few years, ‘open creativity’ – organisations sourcing creative ideas and innovative technologies from outside of their own corporate walls – has become a prevalent trend. The world’s biggest brands have been increasingly asking consumers to generate ideas and to produce content for them, mostly through crowdsourcing.Through a massively parallel creative process engaging hundreds and sometimes thousands of fresh and self-motivated minds, crowdsourcing enables the surfacing of fresh and sometimes disruptive ideas at unprecedented speed. Its effectiveness is not to be proven anymore, and it is no surprise the biggest FMCG brands increased their investments in crowdsourcing by almost 50% in 2014.

With that in mind, here are the five creativity trends I see unfolding in 2015.

1. The rise of the open enterprise

“Opening up” – under forms such as co-creation with consumers, crowdsourcing or open innovation – is now a boardroom topic, and one of the most frequent top five priorities among Global 1000 companies. The traditional firm / employees / suppliers / customers model is exploding towards a more open and collaborative approach where the boundaries are blurred.

According to McKinsey, 90% of executives are eager to get consumers involved in co-creation. Even Gartner predicts that by 2017, more than half of consumer goods manufacturers will source 75 % of their consumer innovation from crowdsourced solutions. A good example of this is Unilever with The Unilever Foundry as an incubator and hub to tap into innovative technology start-ups, in addition to involving its own employees and suppliers. My bet is that we will see more and more corporate endeavours in 2015 such as this. After all, no one is smarter than everyone.

2. Crowdsourcing will become the new normal

A few years ago, when I was speaking about crowdsourcing, I was often getting a “crowd-what?” look. Crowdsourcing initiatives were then financed from the 10% of marketing budget earmarked for experimentation and learning, or as a one-off PR stunt. The early experiments have paid off. We’re now seeing a “consumerisation” of enterprises as the new generations of marketers, who use Uber, AirBnB and Zipcar in their everyday lives, are comfortable with collaborative approaches.

The “Why don’t we crowdsource it?” question is now coming simultaneously from digital managers, brand directors, innovation teams, marketing leadership, and procurement departments. As a result we are seeing a strong acceleration of the internal adoption of these tools within those same companies who were in pilot mode three years ago. In 2015, we will see crowdsourcing become structurally embedded into the big brands’ marketing processes. And there will be a dedicated line item for it in marketers’ budget.

3. Collective intelligence will trump content creation

Crowdsourcing made a name for itself with competitions like the Doritos Crash The Super Bowl video contest. While such video content creation will continue to grow, I see more and more brands realising that the strategic value of crowdsourcing also lies in what crowds do best:  providing collective intelligence. Consistently, when crowdsourcing ideas for product development or to convey the idea of a brand, we see compelling trends and consistent routes emerging from the abundance of content delivered by participants.

In that spirit, when launching a crowdsourcing project aimed at exploring new dimensions of taste in China, Coca-Cola recently stated: “Don’t make an ad for Coke – we’re interested in your creative point of view”. We see companies such as Unilever leveraging the crowd not as a substitute of traditional approaches, but as a catalyst of their creative ecosystem – getting fresh, intelligently naïve ideas and combining these with robust strategy and execution.

4. Open companies will outperform others

Creativity and innovation truly matter – an August 2014 survey from Forrester outlined that 82% of companies believe that there is a strong connection between creativity and business results. Yet only 37% of companies see themselves as creative, and opening up is an efficient solution to fill that gap. Beyond the overall vision of co-creating value with consumers, companies have a truly pragmatic urge to find the right solution for the right audience faster than their competitors, which is what crowdsourcing enables.

Gartner predicts that consumer goods companies that employ crowdsourcing in marketing campaigns or new product development will boost their revenue by 1% compared to “non-crowdsourced competitors” as early as 2015. And my bet is that, beyond companies winning awards for crowdsourced advertising campaigns or products, we will see a “crowdsourcing dividend” paying off in 2015.

5. Taking part in crowdsourcing projects becomes a popular hobby

The collaborative economy is accelerating and most of us have now used at least one collaborative service. A recent study from TNS Emnid showed that 69% of Europeans consider themselves creative, and we know this from our own creative survey. Carried out with 1,989 respondents in the US, UK and France, it revealed that about 20% of the general population is interested in co-creating with brands. In 2015, taking part in crowdsourcing projects will become increasingly popular as a means for people to express their creativity and influence the creation and marketing of new products from their preferred brands.

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]