Marketing static vs dynamic marketing

Social marketing, invented by Tupperware is one of the predecessors from the aggressive marketing which comes into force and will dramatically change the world of advertising and communication.

Social marketing can schematically to add players to the value chain that do not cost the issuer of the product. These players, for compensation passive or active, working to promote and sell a product within the community. It can also transform the rules of marketing static, defining "marketing static", I include all that is peripheral: traditional advertising, public relations and communication.

For this example I will demonstrate that aggressive marketing is the future in these three areas: Maintain or establish the value of a product is a key issue today. After accelerating the establishment of networks, the spread bandwidth to broadband, the world of traditional advertising seem petrified, Seguela no longer speaks with passion of modern advertising that has yet invented.

For advertising agencies, there still picture, the halo on consumer knowledge, failure to capture the behavior of end customers. The only feedback we receive are announcements of obtaining advertising budgets with numbers zero to several ... This shows that the sector is more creative and is marginal changes.

These budgets are still obtained because they are the managers of the ancient world who take orders from large corporations and multinationals, they do not know the page rank from Google, RSS feeds, personalization, persuasion, podcasts (I not talking about technology but about business VECTORS). They know that television and newspapers. The traditional management teams do not know that the Search and RSS are transforming their customer acquisition models and they will find themselves alone, facing a sea of misunderstanding as advertising the new world do not exist . Besides, are they? since it is the consumer who will be advertising and marketing!

The static marketing is based almost entirely on the following fundamental: who is the buyer, why and how it buys, which will T'on sell the product? How communication? What position and at what price? everything is taxed to the consumer. In the marketing dynamic is quite the opposite.

If these fundamentals of marketing have static part of their evidence until now is because the Internet did not exist, the only media able to reach many potential customers were television, radio and the press.

These media all have in common, they are unidirectional and asynchronous, in other words, they are not interactive, they can not calculate an accurate ROI and most importantly, they are blind clients they are supposed to win.

The era of influence and transparency is born before our eyes. Therefore, how to use the rules of the old world to attract new consumers, community organization, agile, nomadic by nature, shrewd, intelligent and only collectively. How to resist the mouth of blogs, which built a reputation with 100 times more effective than a public relations campaign successful.

The new consumers around the world, they use the Internet more than television to inform and entertain, they almost do not read the press, and they listen to the radio, but customizable as Pandora.

Some examples of the excellent site TrendWatching.com>>> and the epinions>>>

The aggressive marketing is:

The promotion is currently lacking, we must speak of persuasion

Be based on psychology or social status of a buyer makes more sense, he must study communities, tribes interactive phenomena buzz

This is not the supplier via the marketer is the reference, but consumers who find and note the product

Advertising is not created by agencies, but it is manufactured using the intellectual forces, the views and needs of users.

Communities will influence products, adapt them, guide them before placing on the market

The Buzz is one of the essential components of aggressive marketing

The price is no longer fixed by the seller but the buyer must then speak of price dynamics is constructed in real time over the network using the price comparison and auction sites

The mass media is dead, we must customize the persuasive messages

The TV will evolve a model program schedule imposed on the viewer a la carte model and custom finished prime time, it will be "all the time"

The visual and audio spots are purchased at auction, and a very short format. The press will draw more and more announcements on the Internet in a form mixmedia

Each individual or group may become an advertising medium through blogs and websites, and share advertising revenue with other media, Google Adsense already opens opportunities to earn commissions paid by advertisers, and other formats are coming. These social supports may eventually exceed the area of traditional media ads

Companies must now ask real questions about the future of their communications, s'autoformant on new rules to better internal control, the source of their wealth.

There is no question today to imagine the advertising within the meaning of the word, for advertising, we will. We're already several times a day, recommending a product to a friend by email or a blog. It is this force that marketers must understand and capture for building tomorrow's successes.

It is more models of organization, process, management, advertising that he'll have to talk, but models built on human relationships, social interaction and sharing of intelligence.