Brandon Evans on benefits and importance of crowdsourcing
"Every two days now we create as much information as we did from the dawn of civilization up until 2003." - Eric Schmidt, former CEO of Google
There's no better stat than Eric Schmidt's to illustrate how radically the amount of information available to people has expanded. Just a decade ago, marketers were able to control much of the messaging that consumers viewed about their brands.
The amount of messages consumers saw was also still relatively manageable, so reaching them solely via mass media remained a sound strategy. Today, the amount and speed of information and innovation are quickly rendering the formula marketers have used over the past few decades ineffective.