P r i n t e d w i t h jo l i p r i n t Pascal Rossini in English Static marketing versus dynamic marketing S ocial marketing, invented by Tupperware, is one of dynamic marketing’s precursor models which is coming back in strength and will deep- ly change the advertising and communication world. Social marketing allows the adding of actors to the value chain which will not cost the product issuer anything. These actors, receiving passive or active retribution, take care of promoting and selling a pro- duct within their communit y. It can also transform static marketing’s rules (When I use «static marke- ting», I count in all that is peripheral: traditional marketing, public relations and communication.) Through this example, I am going to show that dyna- mic marketing is communication’s future. Creating or maintaining a product’s value on the promotional level has become a fundamental question today. After the acceleration of network set-up and mass- access to broadband connections, the traditional advertising world seems petried. Inuential adver- tising gurus don’t speak about modern advertising with passion any more, and they invented it! For the main advertising agencies, customer knowle- dge is shady, and they are unable to understand end customer’s behaviour . The only echoes that we get are announcements that budgets have been obtai- ned, which shows that the sector is not creative any more and is subject to change. Budgets can still be obtain ed because it’s old world managers who hold the reins of multinationals and other large groups, and they don’t know Google page rank, RSS feeds, personalisation and podcasts (I’m not talking technology but business MODELS). They only know television and newspapers. Traditional management teams don’t know that search and R SS are going to transform their customer acquisition models, and they will nd t hemselves alone facing an ocean of incomprehension because new world ad agencies don’t exist yet. Static marketing is almost entirely based on the fol- lowing fundamental concepts: who is the buyer, why and how he buys, where will we sell the pro- duct? With what communication? What positioning and at what price? Everything is imposed onto the consumer. In dynamic marketing, it’s the contrary: nothing is imposed. If these fundamentals have partly proven them- selves up until today, it’s because the Internet didn’t exist and the only medias able to inuence a great number of customers were television, radio and the press. These medias all have a common point, they are monodirectional and asynchronous. In other words, they are not interactive, do not allow precise ROI calculation, and they are especially blind with res- pect to the customers they are supposed to seduce. These (old) concepts are more and more complex to setup in the new world and are less adapted to the consumers who are becoming actors, inuencing pricing, classifying products and giving them good or bad eciency grades. The era of inuence and transparency is bein g born under our eyes. Therefore, how do we use the old world’s rules to seduce new consumers, who are organise d in com- munities, agile, perspicacious, mobile by denition, intelligent when alone and even more when networ- king. How to resist the word of mouth effect crea- ted by blogs which build notoriety 100 times more eciently than the best Public Relations campaign? April 28, 2006 Page 1 http://www.pascalrossini.com/wordpress_eng/2006/04/28/static-marketing-versus-dynamic-marketing/ pascal.rossini C l i c k h e r e t o s e n d y o u r f e e d b a c k
Transcript
872019 Static Marketing Versus Dynamic Marketing[1]
Social marketing invented by Tupperware isone of dynamic marketingrsquos precursor modelswhich is coming back in strength and will deep-
ly change the advertising and communication world
Social marketing allows the adding of actors to thevalue chain which will not cost the product issueranything These actors receiving passive or activeretribution take care of promoting and selling a pro-duct within their community It can also transformstatic marketingrsquos rules (When I use laquostatic marke-tingraquo I count in all that is peripheral traditionalmarketing public relations and communication)
Through this example I am going to show that dyna-
mic marketing is communicationrsquos future Creatingor maintaining a productrsquos value on the promotionallevel has become a fundamental question todayAfter the acceleration of network set-up and mass-access to broadband connections the traditionaladvertising world seems petried Inuential adver-tising gurus donrsquot speak about modern advertisingwith passion any more and they invented it
For the main advertising agencies customer knowle-dge is shady and they are unable to understand endcustomerrsquos behaviour The only echoes that we getare announcements that budgets have been obtai-ned which shows that the sector is not creative anymore and is subject to change
Budgets can still be obtained because itrsquos old worldmanagers who hold the reins of multinationals andother large groups and they donrsquot know Google pagerank RSS feeds personalisation and podcasts (Irsquomnot talking technology but business MODELS) Theyonly know television and newspapers Traditionalmanagement teams donrsquot know that search and RSS
are going to transform their customer acquisitionmodels and they will nd themselves alone facing
an ocean of incomprehension because new worldad agencies donrsquot exist yet
Static marketing is almost entirely based on the fol-
lowing fundamental concepts who is the buyerwhy and how he buys where will we sell the pro-duct With what communication What positioningand at what price Everything is imposed onto theconsumer In dynamic marketing itrsquos the contrarynothing is imposed
If these fundamentals have partly proven them-selves up until today itrsquos because the Internet didnrsquotexist and the only medias able to inuence a greatnumber of customers were television radio and
the press
These medias all have a common point they aremonodirectional and asynchronous In other wordsthey are not interactive do not allow precise ROIcalculation and they are especially blind with res-pect to the customers they are supposed to seduce
These (old) concepts are more and more complex tosetup in the new world and are less adapted to theconsumers who are becoming actors inuencingpricing classifying products and giving them goodor bad eciency gradesThe era of inuence and transparency is being bornunder our eyes
Therefore how do we use the old worldrsquos rules toseduce new consumers who are organised in com-munities agile perspicacious mobile by denitionintelligent when alone and even more when networ-king How to resist the word of mouth effect crea-ted by blogs which build notoriety 100 times moreeciently than the best Public Relations campaign
New consumers are everywhere in the world theyuse the Internet more than television for news anddistractions they hardly read the press anymoreyet they listen to radio which is usually personalisedfor them like Pandora
Examples on the excellent TrendWatchingcom
website gtgtgt and on epinionsgtgtgt
Dynamic marketing
ldquo Today promotion is insucient wemust talk of persuasion
ldquo There is no sense to base oneself on cus-tomer psychology or social membership youmust study communities interactive tribes andthe buzz phenomenon
ldquo Itrsquos no longer the supplier via the mar-
keter who talks about the product and is thereference but the consumers who judge andgrade the product
ldquo Advertising is no longer created by agen-cies but is built using intellectual strengthsopinions and user needs
ldquo Communities will inuence products
adapt them and orient them before their mar-
ket release
ldquo Buzz is one of the unavoidable compo-nents of dynamic marketing
ldquo Price is not xed by the vendor but bycommunities we must therefore talk of dyna-mic pricing built in real-time on networks viaprice-comparison tools
ldquo Mass media is dead persuasive mes-
sages must be personalised
ldquo Television will evolve from an imposedprogram grid towards an on-demand and per-sonalised model No more prime-time it willbe laquo all the time raquo
ldquo Visual and audio messages will bebought by auction in very short formats
ldquo The press will draw more and more
of its advertisements from the Internet in amixmedia form
ldquo Each individual or group will be able todisplay advertising and share revenue on theirweb site or blog with other medias GooglersquosAdsense is already offering opportunities togain commissions paid by advertisers Suchsocial display areas could eventually overtaketraditional media advertising displays
Companies must now ask themselves the rightquestions on the future of their communicationby learning the new rules in order to master theminternally
We canrsquot really speak of advertising anymore be-cause wersquoll be the advertisers We already do it anumber of times a day when recommending aproduct to a friend by email or on a blog Itrsquos thisstrength that marketers must understand and retainin order to build tomorrowrsquos success stories
Wersquore shouldnrsquot be talking about organisation mo-dels processes management and advertising any-
New consumers are everywhere in the world theyuse the Internet more than television for news anddistractions they hardly read the press anymoreyet they listen to radio which is usually personalisedfor them like Pandora
Examples on the excellent TrendWatchingcom
website gtgtgt and on epinionsgtgtgt
Dynamic marketing
ldquo Today promotion is insucient wemust talk of persuasion
ldquo There is no sense to base oneself on cus-tomer psychology or social membership youmust study communities interactive tribes andthe buzz phenomenon
ldquo Itrsquos no longer the supplier via the mar-
keter who talks about the product and is thereference but the consumers who judge andgrade the product
ldquo Advertising is no longer created by agen-cies but is built using intellectual strengthsopinions and user needs
ldquo Communities will inuence products
adapt them and orient them before their mar-
ket release
ldquo Buzz is one of the unavoidable compo-nents of dynamic marketing
ldquo Price is not xed by the vendor but bycommunities we must therefore talk of dyna-mic pricing built in real-time on networks viaprice-comparison tools
ldquo Mass media is dead persuasive mes-
sages must be personalised
ldquo Television will evolve from an imposedprogram grid towards an on-demand and per-sonalised model No more prime-time it willbe laquo all the time raquo
ldquo Visual and audio messages will bebought by auction in very short formats
ldquo The press will draw more and more
of its advertisements from the Internet in amixmedia form
ldquo Each individual or group will be able todisplay advertising and share revenue on theirweb site or blog with other medias GooglersquosAdsense is already offering opportunities togain commissions paid by advertisers Suchsocial display areas could eventually overtaketraditional media advertising displays
Companies must now ask themselves the rightquestions on the future of their communicationby learning the new rules in order to master theminternally
We canrsquot really speak of advertising anymore be-cause wersquoll be the advertisers We already do it anumber of times a day when recommending aproduct to a friend by email or on a blog Itrsquos thisstrength that marketers must understand and retainin order to build tomorrowrsquos success stories
Wersquore shouldnrsquot be talking about organisation mo-dels processes management and advertising any-
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