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April 28, 2006

Pascal Rossini in English


Static marketing versus dynamic


ocial marketing, invented by Tupperware, is an ocean of incomprehension because new world
one of dynamic marketing’s precursor models ad agencies don’t exist yet.
which is coming back in strength and will deep-
ly change the advertising and communication world. Static marketing is almost entirely based on the fol-
lowing fundamental concepts: who is the buyer,
Social marketing allows the adding of actors to the why and how he buys, where will we sell the pro-
value chain which will not cost the product issuer duct? With what communication? What positioning
anything. These actors, receiving passive or active and at what price? Everything is imposed onto the
retribution, take care of promoting and selling a pro- consumer. In dynamic marketing, it’s the contrary:
duct within their community. It can also transform nothing is imposed.
static marketing’s rules (When I use «static marke-
ting», I count in all that is peripheral: traditional If these fundamentals have partly proven them-
marketing, public relations and communication.) selves up until today, it’s because the Internet didn’t
exist and the only medias able to influence a great
Through this example, I am going to show that dyna- number of customers were television, radio and
mic marketing is communication’s future. Creating the press.
or maintaining a product’s value on the promotional
level has become a fundamental question today. These medias all have a common point, they are
After the acceleration of network set-up and mass- monodirectional and asynchronous. In other words,
access to broadband connections, the traditional they are not interactive, do not allow precise ROI
advertising world seems petrified. Influential adver- calculation, and they are especially blind with res-
tising gurus don’t speak about modern advertising pect to the customers they are supposed to seduce.
with passion any more, and they invented it!
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These (old) concepts are more and more complex to

For the main advertising agencies, customer knowle- setup in the new world and are less adapted to the
dge is shady, and they are unable to understand end consumers who are becoming actors, influencing
customer’s behaviour. The only echoes that we get pricing, classifying products and giving them good
are announcements that budgets have been obtai- or bad efficiency grades. 
ned, which shows that the sector is not creative any The era of influence and transparency is being born
more and is subject to change. under our eyes.

Budgets can still be obtained because it’s old world Therefore, how do we use the old world’s rules to
managers who hold the reins of multinationals and seduce new consumers, who are organised in com-

other large groups, and they don’t know Google page munities, agile, perspicacious, mobile by definition,
rank, RSS feeds, personalisation and podcasts (I’m intelligent when alone and even more when networ-
not talking technology but business MODELS). They king. How to resist the word of mouth effect crea-
only know television and newspapers. Traditional ted by blogs which build notoriety 100 times more
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management teams don’t know that search and RSS efficiently than the best Public Relations campaign?
are going to transform their customer acquisition
models, and they will find themselves alone facing

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April 28, 2006
Pascal Rossini in English

Static marketing versus dynamic marketing

New consumers are everywhere in the world, they

use the Internet more than television for news and
““ Buzz is one of the unavoidable compo-
nents of dynamic marketing

distractions, they hardly read the press anymore,
yet they listen to radio which is usually personalised Price is not fixed by the vendor but by
for them like Pandora. communities, we must therefore talk of dyna-
mic pricing, built in real-time on networks via
price-comparison tools

““ Mass media is dead, persuasive mes-

sages must be personalised

““ Television will evolve from an imposed

program grid towards an on-demand and per-
sonalised model. No more prime-time, it will
be « all the time »

““ Visual and audio messages will be
bought by auction, in very short formats

Examples on the excellent The press will draw more and more
website >>> and on epinions>>> of its advertisements from the Internet in a
mixmedia form

Dynamic marketing:

Each individual or group will be able to
Today, promotion is insufficient, we display advertising and share revenue on their
must talk of persuasion web site or blog with other medias, Google’s

Adsense is already offering opportunities to
There is no sense to base oneself on cus- gain commissions paid by advertisers. Such
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tomer psychology or social membership; you social display areas could eventually overtake
must study communities, interactive tribes and traditional media advertising displays.
the buzz phenomenon

Companies must now ask themselves the right
It’s no longer the supplier via the mar- questions on the future of their communication,
keter who talks about the product and is the by learning the new rules in order to master them
reference, but the consumers who judge and internally.
grade the product

We can’t really speak of advertising anymore, be-
Advertising is no longer created by agen- cause we’ll be the advertisers. We already do it a

cies, but is built using intellectual strengths, number of times a day, when recommending a
opinions and user needs product to a friend by email or on a blog. It’s this

strength that marketers must understand and retain
Communities will influence products, in order to build tomorrow’s success stories.
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adapt them and orient them before their mar-

ket release We’re shouldn’t be talking about organisation mo-
dels, processes, management and advertising any-

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April 28, 2006
Pascal Rossini in English

Static marketing versus dynamic marketing

more, but models built on human relations, social

exchanges and intelligence sharing.
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