E-commerce, big data, crowdfunding and cloud working – a few years ago these terms and similar keywords were only familiar to experts. Meanwhile they belong to everyday life. Digitalization has found its way into our lives – whether private or professional. Work has also changed; it offers many more opportunities than two decades ago. New markets and professions have been created, working hours and methods are changing too. At the same time digitalization entails risks: jobs are subject to cuts, employees are expected to be available 24/7.
These changes have obviously not been lost on politicians. The German Federal Ministry of Labor and Social Affairs addressed this topic in detail in the “Work 4.0 Dialogue“. The opening event took place on April 22, 2015, under the slogan “Re-imagining work”. Andrea Nahles, Federal Minister for Labor and Social Affairs, welcomed 300 experts to discuss topics surrounding the future of the workplace. At the same time, the basis of the dialogue was presented: the Green Paper Work 4.0.
Operators of online shops generally use large amounts of crowd generated content. Product descriptions are the most common form of requested content. Basically every operator needs a website with high quality content for its offers. Either by using the additional information to distinguish themselves from competitors, to reach top positions in search engine rankings and / or to bind visitors and offer them added value. Hotel portals and reservation platforms or the websites of large hotel chains can greatly benefit from crowdsourcing and the creation of high quality content.
In microworking users are given mini tasks, which cannot be processed by computers. Complex tasks are often divided into small individual jobs that are put back together again at the end of the project. The payment the users receive for these simple tasks, which includes searching for an address or telephone number or tagging content and products, is nominal.
The term is composed of the words “crowd” and “outsourcing.” It originally attracted attention in 2006, when the American journalist, Jeff Howe, published his article “The Rise of Crowdsourcing” in “Wired” magazine. Howe ascribes the origins of crowdsourcing to the open-source movement and predicts a radical development with regard to the future production of goods in terms of the manufacturing process, the persons participating as well as the costs involved. The journalist, who, in 2008, also published the book “Crowdsourcing – Why the Power of the Crowd is Driving the Future of Business”, sees crowdsourcing as a process in which a company locates volunteers who are willing to process specific tasks via the Internet. The companies benefit from outsourcing internal tasks to a crowd of outsiders.
Decisive factors for the success of product marketing often depend on where the customers come across the product: at the Point of Sale! That’s where the customers make the decision whether to purchase a product or not. This is why producers, retail chains, franchise corporations and publishing houses often invest a large part of their marketing budget in POS campaigns. They employ whatever solicits the positive awareness of the customers and triggers an impulse to buy. These include special promotional shelves and displays, contests, voucher activities or the distribution of information as well as product samples and tasters. Furthermore, top placement in the shelves as well as attractive sorting and presentation of the products are decisive for the purchase and are costly to obtain. Because of the amount of effort and the relevance for the marketing success, companies are eager to control POS activities as well as possible. Activities that are geographically spread out cannot be controlled at all times by those responsible for marketing. Field staff are generally asked to control POS activities while they are on business trips. However, this is not possible everywhere and at all times. Furthermore, it takes a lot of time, money and staff resources.
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