The next tectonic shift in the marketing industry


Many people in the marketing industry refer to the next stage in Internet development – the metaverse – as the next revolution in marketing and consumption. They might be right, but it will be a long time before this total virtualization becomes part of our lives and becomes public domain.

Over the next five years, we will witness and fully participate in a completely different type of tectonic change – we will call it the “Guardian Revolution.” “

This approach is based on the Gatekeeper theory in which psychologist Kurt Lewin first engaged. The original approach, and my use of it, is about controlling information, data, and access, in the sense of deciding whether and how to get information (or advertising) to the public.

Gatekeepers are data decision makers who control the flow of information to an entire social system

They control the information and the path between the source and the “controlled” people – called: Firm

In the marketing, content, and advertising industry – gatekeepers determine what will pass from side to side, when, how often, and at what cost – this process is called: Guarding

Today there are two powerful and comprehensive custodians of marketing and content –

Facebook group and the Google group. (If we also take a look at the ecommerce industry more broadly, we should, of course, add Amazon to the trio of gatekeepers.)

Today, it’s almost impossible to create an effective campaign that doesn’t go through one of these closed guards. It is almost impossible to develop a business or a brand without the “approval” of the gatekeepers. It is impossible to establish a successful start without the support of the goalkeepers. The digital assets – sites and apps – of a brand or a small business will disappear if they are not promoted by the gatekeepers.

The duopoly nature of the keepers who actually determine everything – stifles the marketing and content industry. And when the industry suffers, prices go up and performance is less efficient. Everyone feels it.

The industry is starting to bubble up.

Advertisers don’t like gatekeepers because they control their campaigns

Editors / websites – Cut and Shrunk (in terms of activity and ad revenue) – because of the gatekeepers

Technology companies don’t like their dependence on these two keepers

Local regulators worried about the strengthening of giant guardians

Many countries are uncomfortable with the existence of such powerful elements that do not pay taxes

And above all – consumers / the Gated – don’t like these super creatures who hold so much personal data and clearly don’t really protect the privacy of our information.

The persistent bubbling will create an explosion which will cause the tectonic change:

Instead of 2-3 gatekeepers, hundreds or thousands of smaller – less powerful gatekeepers will arise.

There will be three types of digital zones in which the new goalkeepers will rule:

  1. Sectoral or professional communities – with clear management and an efficient economic model for the sustainability of each community
  2. Niche social networks. More intimate and focused on specific themes or interests.
  3. Market places – In which the strongest companies in each category will dominate. In these areas there will be commercial activity alongside the content and community activity open to the public.

New Guardians will be the ones who quickly realize that they have the opportunity and need to establish their own media space and areas of activity and do not depend on the consent of one Guardian or another to build relationships with them. the Gated.

There are four types of organizations or businesses that need and can lead this revolution :

Advertising agencies. As advertising on Facebook and Google has become more dominant, more traditional agencies have lost their relevance. If they don’t become guardians, they will disappear.

Large brands whose activities are based on relationships with consumers. For example – credit card companies, telecommunications, tourism businesses, banking and more.

American Express has invested in this direction by launching its Open Forum Initiative several years ago. It is a digital arena that supports small businesses through content, information and advice and has thus created a community of small businesses under the leadership of the company.

Publishers / Content Producers and websites whose activities were based on advertising shrank and were financially affected by the strengthening of the gatekeepers. Their only way to survive would be to become gatekeepers by creating markets and / or small social networks and / or managed communities.

New start-ups who identify the onset of such a tectonic shift and specialize in developing marketing platforms for the creation and management of segmental communities.

A very good example is the company called AdlessMarketing.com – Marketing without advertising

The company develops marketing and promotion platforms for entities that do not have significant advertising budgets – in principle, to small businesses and self-employed.

The company’s mission is to give small businesses and the self-employed an equal opportunity for success.

The self-employed and small businesses are the fastest growing business segments, but they operate in a very competitive field on a limited budget. They need help with marketing and business development (existing solutions are very cluttered and expensive). Adless has realized that the field of marketing is changing – it is going to be based on community marketing / single platforms as traditional one-to-many advertising is less effective.

Among the Adless platforms, you can find an area called TopIpro – which promotes freelancers based on the quality of their social presence and user recommendations (SPOQ – Social Proof Of Quality) Another platform, called Mesh is a network of business relationships – allows small businesses to find new partners and connect with professional consultants.

Another interesting platform from Adless is called Pact – a unique community space that allows small businesses and freelancers to distribute their content.

The four types of businesses that could become the new gatekeepers can do so more effectively if they establish strategic partnerships and work together. We will see few interesting joint venture initiatives and a lot of co-marketing relationships.



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