Marketers can no longer expect to achieve their objectives in terms of awareness and reputation solely through paid advertising and public relations in today's fragmented media and social landscape. Persons themselves have become the transmission medium of choice. The key to making a bigger difference is getting other people excited about your ideas. Consider your staff, your partners, and your consumers to be an extension of your marketing group.

Each employee at Plum Organics receives a business card with a discount coupon attached. Each worker is advised to keep an eye out for parents perusing the infant section of stores. They hand out company cards with vouchers for free products and politely inquire as to the parents' preferred brands of baby food.

Equinix found that one-third of its staff had difficulty telling the company's narrative when surveyed on the topic. Over 6,000 of the company's employees participated in an internal ambassador program. This program equips employees at all levels and across all departments with the resources they need to learn about the company's values, offerings, and methods for meeting the demands of the company's customers. During the first few months of the program, over 20% of workers participated in the training slope game, either online or in workshops, and the number of referrals for sales leads and job candidates sent by workers increased by 43% and 19%, respectively.

In the past, television has been the primary focus of Old Navy's advertising expenditure, especially during the back-to-school season. However, in recent years, they have shifted their attention to online programming centered on helping children develop a sense of empathy and a desire to give back to their communities. This strategy resulted in 3 million video views for the 2016 #MySquadContest, a 60% increase in social conversation about @OldNavy, and a 600% increase in the likelihood of recommending Old Navy to a friend. The contest attracted 32,000 young people who shared their "squads" of friends for a chance to win an epic day with their favorite influencer (versus those that viewed TV ads only). The program also resulted in a massive increase in donations to its charity partner, The Boys Girls Club.