Consumers attraction to the crowdfunding of innovative products in digital era

Abstract

The promotion of innovative products in the Internet requires the constant updating of content, which eventually loses its relevance. For the modern BtC market, crowdfunding, as a model of searching for a project investments based on non-financial rewards for consumers, becomes more and more popular. On crowdfunding, the content plays the role of a marketing tool, which forms consumer’s interest in an innovative product, and generally attracting them to the project. The effectiveness of content depends on the rate of its obsolescence and is associated with the rate of consumers attraction. This article assesses the rate of content obsolescence on Internet-sites similar to crowdfunding, as well as the rate at which consumers are attracted to Russian crowdfunding platforms on the basis of data from 200 campaigns. Keywords—innovative marketing, innovative products, crowdfunding, rate of consumers attraction, rate of content’s obsolescence