Crowdsourcing helps make brands part of the conversation

11/14/2012 | (U.K) (free content)

Brands are getting better at engaging customers in two-directional conversations -- and some of the smartest are taking those conversations to the next level by crowdsourcing new product ideas and marketing strategies, experts say. That helps ensure a brand's continuing relevancy and makes it part of the "general conversation in their consumers' lives," explains Iris' planning director, Michael Barrett.

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