Crowdsourcing isn't over, it's just overused.

This article below by Advertising Age puts across the point that crowdsourcing is over and that it doesn't work any more, although it does concede at the end that some projects do work.

That's the point that I would make: crowdsourcing isn't over, it's just overused by marketing departments. Just like Augmented Reality, everyone wants to get on the band-waggon, even though it might be pointless and not work for their brand.

There seems to be a pattern with new marketing techniques that goes in these stages:

1. A few pack-leaders do something new with a brand that is willing to be brave and innovative.
2. There is one high-profile successful campaign that brings it to the mainstream.
3. There is mass take-up. Brand managers will say "I want a campaign with X".
4. It's get to a point where everyone is doing it and many badly. Bad marketing agencies are making easy money off supplying the service to anyone and everyone; and brands are wanting to be a part of the phenomenon.
5. The appeal drops off and it settles down to just being another string to the marketing bow, used when appropriate.


http://adage.com/article?article_id=143896