For a while now, I’ve been saying that marketing is changing because the person is the channel. It used to be that only large organizations could cost-effectively reach the masses.

We all know now that is not the case.

But, when I talked about the channel, I had been thinking (until recently) that it was for information alone.

Not anymore.

Now, I am starting to see that with the changing nature of permission (at the absolute extreme, a company will not be able to reach someone who doesn’t want to be reached without a trusted introduction), it is possible that each of us will become a preferred retail channel as well for our social networks.

Just like you (hopefully) trust me for information around marketing, social media/networking, community-building, etc., you (we) may get to the point where you say

“well, Jeremy is an expert on technology, etc.,” so if I am in the market for a new computer/cell phone/whatever, I will just go to his store and buy whatever he has selected.”

I become the merchant.

I hand-select the products I love and am passionate about and offer them up for sale.

Want to buy the books I like and recommend? Go to the book section.

You know I take Purell seriously, right? Go to the Purell section.

You know I am passionate about Metamucil. Why not take my recommendation?

If you trust me, you’ll say “why not make the purchase through his personal store?”

The price is the same to you either way.

Of course, now, I have the added pressure of protecting my personal brand even more…since it is not just information, it is products as well.

But, since I know that (and because we live in a transparent world), I am going to take product selection very seriously. I will only rep the best ones.

Fred Wilson called this “super-distribution” and now I am starting to see how it will take shape.

This is not a ‘gentle change’ to how marketing is done. This is the beginning of a revolution.

 

Get Never Stop Marketing by email.
Subscribe here