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2.4. Gatekeeper // New experts are taking it up a notch
Not only traditional partners are
becoming bypassers: New gatekeepers
are changing your position in the market
as well.
We believe that ambassadorship
marketing is the way to go, also for
retailers: employees and customers are
important (and probably the best)
ambassadors for brands in retail. Never
forget that people tend to buy what is
being recommended by peers.
We’re seeing a ‘good is good enough’-
attitude growing amongst your clients.
Snapchat for instance: communication
that is good, real but not perfectly
crafted!
TRADITIONAL GATEKEEPERS
Crowd-sourced opinionsPeers as news distributorsAutomatic algorithmsNew “experts”
+ + + +

2.4. Gatekeeper // New experts are taking it up a notch
Not only traditional partners are
becoming bypassers: New gatekeepers
are changing your position in the market
as well.
We believe that ambassadorship
marketing is the way to go, also for
retailers: employees and customers are
important (and probably the best)
ambassadors for brands in retail. Never
forget that people tend to buy what is
being recommended by peers.
We’re seeing a ‘good is good enough’-
attitude growing amongst your clients.
Snapchat for instance: communication
that is good, real but not perfectly
crafted!
TRADITIONAL GATEKEEPERS
Crowd-sourced opinionsPeers as news distributorsAutomatic algorithmsNew “experts”
+ + + +

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