IMPACT OF ONLINE CROWDSOURCING ON MARKETING STRATEGY 1

Impact of Online Crowdsourcing on Marketing Strategy

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Crowdsourcing helps a company to obtain knowledge and views from a wide community

of individuals. Marketers utilize crowdsourcing to express the desires and wishes of their

customers, which essentially helps a company to better identify their customers. Dell IdeaStorm

seems to be a crowdsourcing platform introduced by Dell that helps Dell to consider what

concepts and desires are most essential to its customers. IdeaStorm offers Dell's consumers a

clear voice with an ability to provide online brainstorm discussions that help customers exchange

thoughts and work closely with Dell and many others. Dell's aim for IdeaStorm is to discover

what new goods and innovations their customers desire the most, which eventually drives Dell to

meet their customers' desires and expectations, therefore they can attract customers as well as

expand consumers.

How has the organization led the crowdsourcing utilized consumers to help build its

organization?

Dell has utilized its IdeaStorm platform in a number of ways to develop their company

overall. Through the application of a crowdsourcing platform, Dell can consider the thoughts,

desires, and wishes of its consumers in one spot. By encouraging their clients to share their

opinions, needs, and preferences, the organization has able to accumulate more than 18,000

concepts, and Dell has introduced almost five hundred of those concepts that could have been

overlooked or never introduced if the concepts were never shared with dell [ CITATION Fer14 \l

1033 ]. Owing to their ability to respond to their customers and to introduce a range of

innovations, Dell has really been eager to strengthen their customer and fan base even quicker

than they could have done if the crowdsourcing platform had not been introduced. Dell has since

introduced Storm Sessions as well as Extensions to that crowdsourcing platform. These aspects

have helped Dell to make its proposals visible to customers so that they are able to view what
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their customers expect of them, while still making concepts better so that it can result in being

successful when they are introduced. In general, Dell has used its customers to help develop their

enterprise as a whole through its IdeaStorm platform.

How does this option of crowdsourcing influence marketing strategy?

Dell's IdeaStorm platform drives its marketing approach in myriad ways. As the

organization has been empowered to gain from its marketing strategy through innovative brand

positioning and product creation. When producing unique products or providing new

improvements to existing products, the company has been empowered to gather the thoughts,

suggestions, and desires of its customers in one place. This helps Dell to incorporate and

introduce innovations, needs, and desires the most interest from its customers. This directly

influences Dell's market strategies so they would sell new goods in alignment with how much

they have learned from Dell's IdeaStorm crowdsourcing platform. Moreover, Dell will obtain

innovative ideas to place the company by exploiting crowdsourcing. Crowdsourcing lets Dell

and other businesses settle on the role they want to label their brand and to adapt to fit their

particular marketplace [ CITATION Chr12 \l 1033 ]. Crowdsourcing has helped Dell to gather the

responses of the audience that are authentic and tailored to the factors and facilitators of their

intended market that help them to emerge and eventually help Dell's become stronger. As a

whole, the organization's crowdsourcing has effectively influenced its marketing campaign in

various ways.

What is the impact of mobile and social media campaigns on marketing strategy for this

organization?

Mobile as well as social media strategies have a major influence on the organization's

marketing strategy. Dell tries to take chances with their social networking initiatives while
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keeping mistakes minimal. A specific illustration of this was when the organization decided to

create its first Twitter profile. Once it was introduced, Dell's Twitter profile was rather

unstructured, had no intent, and seemed unsuccessful. After exploring various uses for Twitter,

the company concluded that providing deals appeared to become the most successful way to

operate their Twitter profile. After evaluating the different approaches and working out what

works best, Dell managed to attract followers rapidly, and now the company is using Twitter to

notify, sell, connect and help its customers [ CITATION Kee10 \l 1033 ]. In response to Dell's loss

and performance on Twitter, Dell proceeded to observe, listen, communicate, and evolve from its

consumers. Owing to this, the company was empowered to focus on that several of its Twitter

users were using the social networking site to express their customer service concerns that

eventually contributed to the introduction of "Dell Cares". Dell Cares seems to be uniquely

designed to connect with consumers to help fix problems when informed through Twitter.

Through listening, observing, and responding to their social networking sites, the company was

effective in changing their social media and mobile strategies, which have led to a significant

effect on the organization's marketing strategy. Ultimately, Dell's social media, consisting of

Twitter, Facebook, and other sites, do not rely exclusively on the "B-to-C" marketplace. Dell

utilizes social media to develop the product and brand recognition, consider, explain ideas, and

engage current and future B to B consumers.

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References

Chrum, A. (2012). Innovating Your Marketing Strategy with Crowdsourcing. Retrieved from

https://www.crowdsource.com/blog/2012/11/innovating-your-marketing-strategy-with-

crowdsourcing

IdeaStorm. (2018). Retrieved from http://www.ideastorm.com

Keenan, J. (2010). 6 Ways Dell Uses Social Media to Drive Sales and Improve the Customer

Experience. Retrieved from https://www.targetmarketingmag.com/article/6-ways-dell-

uses-social-media-drive-sales-improve-customer-experience-25008416/all/:

https://www.targetmarketingmag.com/article/6-ways-dell-uses-social-media-drive-sales-

improve-customer-experience-25008416/all/

Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior: Building marketing

strategy. McGraw-Hill Education.