April 28, 2006
Static marketing versus dynamic marketing
ocial marketing, invented by Tupperware, is one of dynamic marketing’s precursor models which is coming back in strength and will deeply 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 product within their community. It can also transform static marketing’s rules (When I use «static marketing», I count in all that is peripheral: traditional marketing, public relations and communication.) Through this example, I am going to show that dynamic 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 massaccess to broadband connections, the traditional advertising world seems petrified. Influential advertising gurus don’t speak about modern advertising with passion any more, and they invented it! For the main advertising agencies, customer knowledge is shady, and they are unable to understand end customer’s behaviour. The only echoes that we get are announcements that budgets have been obtained, which shows that the sector is not creative any more and is subject to change. Budgets can still be obtained 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 RSS are going to transform their customer acquisition models, and they will find themselves alone facing
an ocean of incomprehension because new world ad agencies don’t exist yet. Static marketing is almost... [continues]
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