The internet has created untold opportunities for marketing and creative industries. The capacity to reach millions of people across a global audience in all manner of mediums has allowed, and in some ways necessitated, marketers to push the creative boundary

For every potential market that the internet creates, it also provides means to best engage and exploit it. This is best exemplified by the proliferation of crowdsourcing in recent years. In its most basic form you could describe the entire content of the internet as a form of crowdsourcing, a central hub populated with information from multiple users. Take for example Wikipedia, a central database updated with the world’s knowledge. Crowdsourcing in the sense that we are concerned with has more specific applications, but is essentially the same model, many people contributing to one location or idea.

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