Crowdsourcing na era do marketing participativo

Abstract

The intention of this paper is to present Crowdsourcing through the display, analysis, description and integration of data and information collected in classical and side sources of different knowledge fields, outlining the state of the art of mass collaboration. It is a bibliographical review of qualitative analysis about the evolution of various marketing stages, since the transactional marketing focused in the product and selling, which was prevalent in the last century, until relationship marketing, which emphasizes customer satisfaction across value creation and market segmentation. The troubled environment of the beginning of the 21st century, together with globalization and the rising of the new information technology, provide the ideal setting to the outbreak of digital and collaborative marketing, which the crowdsourcing is beginning to gain space in communication and marketing strategies of global companies. The analysis of works, literature and scientific articles have allowed to trace and to describe the shift from transactional to relationship marketing, emphasizing, delimiting and explaining the public or mass participation process in this new way of doing marketing in an environment that promote and boost this new co-creation relationship between companies and consumers.