With all the endless talk about how the Internet is changing everything, a lot of people get so caught up in the excitement, that the underlying reason for the disruption is rarely really understood. But for online marketers, we really need to understand what it is that's happening, so we can full exploit the changing marketplace.
No matter what area of life you talk about, the bottom line is that the concept of gatekeepers is slowly eroding, and being replaced by the citizens of the world. That's the core of what's been happening for years. It's what is being fought in the trenches of every single area of life today.
Gatekeepers, what's that mean overall? The gatekeepers of the past were the deciders of who got in the game of not. If for any reason they didn't want you, there was very little chance that you would make it in whatever you were trying to do.
This is why there has been so much panic over the enormous changes going on. Those that have been gatekeepers were those in power. Power doesn't want to be ignored and tossed aside. But that's what the real story of what the Internet has empowered people to do.
Don't like my music? I'll put it a video and upload to a site and let the people decide. Don't think I'm funny? I'll do the same. Let the people decide. Don't like my writing? I'll put it online free. Let the people decide. Get it. Gatekeepers have been the ones that have stood in the way of letting the people decide. That's the fierce battle raging in the trenches at this time. The gatekeepers are trying to hold on, but there's no way they will win this. It's way too late.
All they're trying to do now is to initiate delaying tactics while they attempt to catch up with the force that's swept down upon them. That tactic isn't going to work much longer; the dam is breaking, and the river is ready to run wild. It's already begun. Those that try to dam it up again, will either be run over, or pushed to the side into irrelevancy.
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