The document discusses how crowdsourcing can help improve marketing effectiveness by allowing organizations to tap into the knowledge and ideas of customers, members, and other stakeholders. It provides examples of how Crowdicity, a crowdsourcing platform, has helped companies like P&G, LEGO, and Saint-Gobain gather insights and new marketing ideas from large online communities. The key benefits of crowdsourcing for marketing are that it is lower cost than traditional research methods, much faster at generating and validating new ideas, and can engage a far larger audience to spark more creativity.