Crowdfunding may be the next digital marketing frontier

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Marketers should be thinking about crowdfunding similarly to how they thought about social media 12-14 years ago

"It's going to be the next big pillar in digital marketing," Jerry Needel, senior vice president of sales and marketing at Indiegogo, says. "Very similar to social media where independent social media consultants popped up, we'll see the same with crowdfunding. Fast forward 12-24 months and most major marketing agencies will have crowdfunding experts or arms within them."

Crowdfunding platforms like Indiegogo were founded to empower passionate people with ideas to take their shot. But that was just the beginning. While raising money used to be the sole core — and still holds huge importance for the platform — we're now seeing meaningful relationships forming between brands and their consumers in a way that is exciting, but also a little intimidating for some hesitant marketers who are unsure about how to participate in the conversation. "Where social media allowed people to share and communicate, allowing things to happen through communication, crowdfunding has added a commerce element, so that people aren't just sharing ideas but to actually raise money for them to make them a reality." Read more...

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