It’s now possible to reach people (customers, clients, subscribers, etc.) based on shared ideals and values. Microbusinesses of one sort or another have been around since the beginning of commerce, but the ease of connecting with people is a new phenomenon. Also, a large percentage of the population is being comfortable with making purchases online. These things create a perfect storm of economic convergence. It’s never been easier.
Three changes have occured in Marketing –
1. Advertising and marketing are no longer the same thing.
2. The most valuable forms of marketing are consumed voluntarily.
3. The network effect is the most powerful force in the world of ideas.
(The last assertion is based on the fact that culture changes everything about how we live our lives, and culture is driven by the network effect… society works because it’s something we do together.)