4 February 2013


Embrace Open-Source Marketing

“Marketers must embrace open-source marketing for brands to prosper, as the rise of social media and digital means that hierarchies no longer trump good ideas”

Suzy Bashford, Marketing Magazine

Any marketer should know how to adopt an open-source culture in their marketing strategy. A successful open-source culture allows diverse communities to self-organise, experiment with ideas and learn from past mistakes. The following factors are crucial to this process;

  • Transparency
  • Trust
  • Autonomy
  • Meritocracy

The aim of open-source marketing is to allow individuals express their opinions and contribute to the common objectives. The success of an idea should be based on quality; an idea should not be put into action just because someone is high up in the business hierarchy. Don’t underestimate the “average Joe” as if they are given the chance they could have the potential to come up with a killer of an idea. Natural leaders should surface due to their commitment and what they have contributed, the outcome should over-rule process.

“Social media plays an important role by facilitating communication and removing barriers to collaboration”

Vlatka Hlupic, Westminster Business School

Social media facilitates communication in various directions such as;

  • Breaking down barriers in order for the collaboration process to happen
  • Giving employees a chance to get their opinions heard
  • Allowing the creation and sharing of knowledge
  • Adopting the emergence of innovative ideas via interactions


The common business mistakes…


Having improbable expectations and budgeting, it is important to remember that it takes time and resources.

Being too much in control of the open-source marketing process; as this can impede innovation and engagement.

Most businesses have a lack of transparency; it is imperative to include a wider group of employees when making important decisions and developing a strategy. This will ensure that problems don’t arise with the execution of a strategy.

Knowing when to take action is vital, as you don’t want to have time-consuming discussions that are unproductive and don’t lead anywhere.

Last, but by no means least, many organisations have poor communication. Communication should be transparent and relevant in all directions.


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