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WWW.FLICKR.COM/PHOTOS/VILLAGE9991/2901378820
BRAND NEW WORLD
WHY DIGITAL MARKETING IS DIFFERENT
TO ADVERTISING BERLIN // NOVEMBER 2009
TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
NOUVÉ INTERPLAY
WWW.NOUVE.EU
WWW.NOUVE-INTERPLAY.COM
WWW.TWITTER.COM/NOUVE_INTERPLAY
WWW.FACEBOOK.COM/NOUVE.INTERPLAY
NOUVENEXT.TUMBLR.COM
NOUVENET.MIXXT.ORG
MARKETING
HAS DRAMATICALLY CHANGED.
HTTP://BIGHUGELABS.COM/ONBLACK.PHP?ID=3812261243&SIZE=LARGE
MARKETING WAS IN
SEARCH FOR CUSTOMERS.
IN THE PAST
WWW.FLICKR.COM/PHOTOS/LYON_PHOTOGRAPHY/3652923135
CUSTOMERS ARE IN
SEARCH FOR MARKETING.
T
O
D
A
Y
WWW.FLICKR.COM/PHOTOS/36001715@N08/3323275609
THE MARKETING
THEY LOVE.
NOT ANY MARKETING, BUT
WWW.FLICKR.COM/PHOTOS/SAWDUSTDESIGN/3289617489
DIGITAL
MARKETING
WWW.THEFWA.COM/
Digital Marketing is the practice of promoting products and services using digital distribution channels to reach
consumers in a timely, relevant, personal and cost-effective manner.
Whilst digital marketing does include many of the techniques and practices contained within the category of
Internet Marketing, it extends beyond this by including other channels with which to reach people that do not
require the use of the Internet. As a result of this non-reliance on the Internet, the field of digital marketing
includes a whole host of elements such as mobile phones,
sms/mms, display / banner ads and digital outdoor.
ALWAYS AVAILABLE!
BECAUSE DIGITAL MARKETING IS
WWW.FLICKR.COM/PHOTOS/INGRIDESIGN/3068428266
WHENEVER THEY
WANT IT, NEED IT.
IT‘S THERE
HTTP://WWW.FLICKR.COM/PHOTOS/MAG3737/452838421
WHENEVER THEY
ARE OPEN FOR IT.
IT‘S THERE
WWW.FLICKR.COM/PHOTOS/M-O-N-O-C-H-R-O-M-E/3326687560
DIGITAL HAS SET THEM FREE.
THEY LOVE DIGITAL BECAUSE
HTTP://WWW.FLICKR.COM/PHOTOS/12861589@N03/2746441284
WWW.FLICKR.COM/PHOTOS/PETEFLETCH/3867701178
DIGITAL HAS GIVEN
THEM POWER.
THEY LOVE DIGITAL BECAUSE
DIGITAL HAS
BECOME THE LEAD
MEDIUM.
THE RESULT:
WWW.FLICKR.COM/PHOTOS/I_RULE/2971212075
WWW.FLICKR.COM/PHOTOS/ERININGRID/3502835406
A MEDIUM WITH
NEW RULES.
WELCOME TO
YESTERDAY:
B2C
TODAY:
B2C2C2B2C2C2C2B...
Through social media, communication
channels have gone off, resulting in
A MULTI MILLION ARENA WORLD.
HTTP://WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610
For companies, it gets increasingly difficult
to keep step with the pace and to be present
whereever their consumers are.
HTTP://WWW.FLICKR.COM/PHOTOS/WILLIAMDAG/99108600/
Thus, the consumers themselves get an important
role as communicators and brand evangelists.
Consumers become co-creators of value.
HTTP://WWW.FLICKR.COM/PHOTOS/NAWALIEEX3/3446850872
In such an environment,
one-way communication is no longer sufficient
to get into the heads and hearts of consumers.
HTTP://WWW.FLICKR.COM/PHOTOS/TIMOTHYSCHENCK/249496842
Also, shouting your brand‘s message into the ears
of people is no longer cool...
HTTP://WWW.FLICKR.COM/PHOTOS/FCHOUSE/3459445572
Brands must initiate conversations
by offering spaces and tools that allow
people to discuss and create.
HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291
HTTP://WWW.FLICKR.COM/PHOTOS/KATHYPRINTS/2817862973/
Brands need to offer value.
Value that comes from content.
Content that is relevant for them.
Brands need to enable people, engage them,
solve their problems, improve their lives.
HTTP://WWW.FLICKR.COM/PHOTOS/ZAWTOWERS/3462647469
Communication itself needs to become a product
with an own value that can be consumed.
IMAGES: WWW.FLICKR.COM; TAG: SLEEVEFACE
HTTP://WWW.FLICKR.COM/PHOTOS/35248424@N07/3268909071/
Digital marketing must go beyond
commercial messages and touch people on
a more personal level.
T
H
E
R
E
S
U
L
T
But this requires listening to
what consumers truly moves.
HTTP://WWW.FLICKR.COM/PHOTOS/VARGHESE/305046320
CONVERSATIONS
SPACES / TOOLS
VALUE AND
CONTENT... ... is what
makes social
media strategies
successful!
Nevertheless, marketers should
BE AWARE OF ONE THING...
WWW.FLICKR.COM/PHOTOS/LATITUDES/255246167
PEOPLE WON‘T TALK ABOUT YOUR BRAND
THE WAY YOU WANT THEM TO DO IT.
BECAUSE THEY‘RE ALL DIFFERENT!
The Spam-a-Lot
The guy who submits spam, spams the
comment section, tries to befriend you so he
can spam you, and keeps on spamming until
he finally gets banned.
Clueless Self-Promoter
The clueless self-promoter is, well, clueless.
It’s not so much that he’s trying to be a
spammer; it’s just that he really doesn’t
know any better.
Mr. Rain on Your Parade
Acts out by bringing his elitist attitude to
every post he can find. Nothing is good
enough for him. Every article he reads
sucks, and he’s going to let you know it.
The Know it All
Whatever the topic, he knows everything
best. His opinions are usually complete
garbage, but at least he himself is convinced
that he is great.
Crazy Political Extremist
He only submits stories about
conspiracy theories, and he swears
he has the inside track on all the
inner workings of the government.
Casual Observer
This social media user is content to watch
the action from the sidelines. He’s having a
enough time watching all the others interact,
but he has no urge to jump in.
Average User
Understands how everything works but usually
doesn’t put in the time to become an elite user.
They won’t spam you, and lend a helping hand
whenever they can.
Wide Eyed Enthusiast
A pretty good social media user. They’re just
now getting into it, and they want to take the
time to learn it properly. They’ll usually submit
useful content.
Second-Tier User
Has connections with the top users on the site, but
he’s not quite on their level. A good percentage of
his submits go hot, and he’s usually willing to help.
The Elite
Few make it to this level, but when
they do, the social media world is
in the palm of their hands.
www.flickr.com/photos/nateperro/2130350582
http://digitallabz.com/blogs/the-14-peculiar-social-media-users.html
AND THEY ARE NOT INTERESTED IN
TALKING ABOUT MAKEUP, INSTANT
SOUPS, DIGITAL CAMERAS, SAVING
PLANS, TELEVISIONS, BURGERS OR
JEANS IN A WAY THAT WOULD HELP
MARKET THESE PRODUCTS.
WWW.FLICKR.COM/PHOTOS/KEENAHN/3087637236
WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769
BECAUSE WEB 2.0 IS NOT ABOUT ADVERTISING.
IT‘S ABOUT PEOPLE AND RELATIONSHIPS. IT‘S ABOUT
SOCIAL ISSUES AND SOLUTIONS FOR THEM.
IMAGINE SITTING AT A TABLE WITH FRIENDS WHEN
A STRANGER PULLS UP A CHAIR, SITS DOWN, AND
TRIES TO SELL YOU SOMETHING WHILE YOU ARE
TALKING TO YOUR FRIENDS... YOU WILL NOT GET
FAR WITH A STRATEGY LIKE THIS. SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML
WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442999077
INSTEAD, YOU SHOULD COME TO THE TABLE
AND SAY, 'HERE IS A PRODUCT THAT I HAVE
DESIGNED FOR YOU THAT IS GOING TO MAKE
YOU ALL BETTER FRIENDS.'
SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML
WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442998865
Solving social failures in the offline world – that‘s the principle that
makes online social networks attractive in the first place.
FIRMS SHOULD BEGIN TO DO THE SAME AND HELP
PEOPLE FULFILL THEIR SOCIAL NEEDS ONLINE.
To execute on this, firms will need to start making changes to the
products themselves to make them more social and leverage
group dynamics. SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML
WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3443815350
Social media is called social media because
the media‘s use and purpose are social.
WWW.FLICKR.COM/PHOTOS/MCKLN/1290703890
Marketers should remember:
THANK YOU!
Copyright © nouvé
All cognitions, documents and methods presented by nouvé in the foregoing concept will remain
the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs,
timetables, plannings, fotos, moving pictures and sound materials as well as other stored media
associated with this concept is restricted to the realisation in conjunction with nouvé.
All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the
originators / rights owners. Rights of use will only be granted on the basis of this contract that will
also regulate their extent regarding time, space, content, intention and manner of use. All
realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation
to third parties are a violation of copyright with all its legal consequences.
Want to know more? Get in contact:
torsten.hensel@nouve-interplay.com

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Brand New World

  • 1. WWW.FLICKR.COM/PHOTOS/VILLAGE9991/2901378820 BRAND NEW WORLD WHY DIGITAL MARKETING IS DIFFERENT TO ADVERTISING BERLIN // NOVEMBER 2009 TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG
  • 3. MARKETING WAS IN SEARCH FOR CUSTOMERS. IN THE PAST WWW.FLICKR.COM/PHOTOS/LYON_PHOTOGRAPHY/3652923135
  • 4. CUSTOMERS ARE IN SEARCH FOR MARKETING. T O D A Y WWW.FLICKR.COM/PHOTOS/36001715@N08/3323275609
  • 5. THE MARKETING THEY LOVE. NOT ANY MARKETING, BUT WWW.FLICKR.COM/PHOTOS/SAWDUSTDESIGN/3289617489
  • 6. DIGITAL MARKETING WWW.THEFWA.COM/ Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of the Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor.
  • 7. ALWAYS AVAILABLE! BECAUSE DIGITAL MARKETING IS WWW.FLICKR.COM/PHOTOS/INGRIDESIGN/3068428266
  • 8. WHENEVER THEY WANT IT, NEED IT. IT‘S THERE HTTP://WWW.FLICKR.COM/PHOTOS/MAG3737/452838421
  • 9. WHENEVER THEY ARE OPEN FOR IT. IT‘S THERE WWW.FLICKR.COM/PHOTOS/M-O-N-O-C-H-R-O-M-E/3326687560
  • 10. DIGITAL HAS SET THEM FREE. THEY LOVE DIGITAL BECAUSE HTTP://WWW.FLICKR.COM/PHOTOS/12861589@N03/2746441284
  • 12. DIGITAL HAS BECOME THE LEAD MEDIUM. THE RESULT: WWW.FLICKR.COM/PHOTOS/I_RULE/2971212075
  • 16. Through social media, communication channels have gone off, resulting in A MULTI MILLION ARENA WORLD. HTTP://WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610
  • 17. For companies, it gets increasingly difficult to keep step with the pace and to be present whereever their consumers are. HTTP://WWW.FLICKR.COM/PHOTOS/WILLIAMDAG/99108600/
  • 18. Thus, the consumers themselves get an important role as communicators and brand evangelists. Consumers become co-creators of value. HTTP://WWW.FLICKR.COM/PHOTOS/NAWALIEEX3/3446850872
  • 19. In such an environment, one-way communication is no longer sufficient to get into the heads and hearts of consumers. HTTP://WWW.FLICKR.COM/PHOTOS/TIMOTHYSCHENCK/249496842
  • 20. Also, shouting your brand‘s message into the ears of people is no longer cool... HTTP://WWW.FLICKR.COM/PHOTOS/FCHOUSE/3459445572
  • 21. Brands must initiate conversations by offering spaces and tools that allow people to discuss and create. HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291
  • 22. HTTP://WWW.FLICKR.COM/PHOTOS/KATHYPRINTS/2817862973/ Brands need to offer value. Value that comes from content. Content that is relevant for them.
  • 23. Brands need to enable people, engage them, solve their problems, improve their lives. HTTP://WWW.FLICKR.COM/PHOTOS/ZAWTOWERS/3462647469
  • 24. Communication itself needs to become a product with an own value that can be consumed. IMAGES: WWW.FLICKR.COM; TAG: SLEEVEFACE
  • 25. HTTP://WWW.FLICKR.COM/PHOTOS/35248424@N07/3268909071/ Digital marketing must go beyond commercial messages and touch people on a more personal level. T H E R E S U L T
  • 26. But this requires listening to what consumers truly moves. HTTP://WWW.FLICKR.COM/PHOTOS/VARGHESE/305046320
  • 27. CONVERSATIONS SPACES / TOOLS VALUE AND CONTENT... ... is what makes social media strategies successful!
  • 28. Nevertheless, marketers should BE AWARE OF ONE THING... WWW.FLICKR.COM/PHOTOS/LATITUDES/255246167
  • 29. PEOPLE WON‘T TALK ABOUT YOUR BRAND THE WAY YOU WANT THEM TO DO IT.
  • 30. BECAUSE THEY‘RE ALL DIFFERENT! The Spam-a-Lot The guy who submits spam, spams the comment section, tries to befriend you so he can spam you, and keeps on spamming until he finally gets banned. Clueless Self-Promoter The clueless self-promoter is, well, clueless. It’s not so much that he’s trying to be a spammer; it’s just that he really doesn’t know any better. Mr. Rain on Your Parade Acts out by bringing his elitist attitude to every post he can find. Nothing is good enough for him. Every article he reads sucks, and he’s going to let you know it. The Know it All Whatever the topic, he knows everything best. His opinions are usually complete garbage, but at least he himself is convinced that he is great. Crazy Political Extremist He only submits stories about conspiracy theories, and he swears he has the inside track on all the inner workings of the government. Casual Observer This social media user is content to watch the action from the sidelines. He’s having a enough time watching all the others interact, but he has no urge to jump in. Average User Understands how everything works but usually doesn’t put in the time to become an elite user. They won’t spam you, and lend a helping hand whenever they can. Wide Eyed Enthusiast A pretty good social media user. They’re just now getting into it, and they want to take the time to learn it properly. They’ll usually submit useful content. Second-Tier User Has connections with the top users on the site, but he’s not quite on their level. A good percentage of his submits go hot, and he’s usually willing to help. The Elite Few make it to this level, but when they do, the social media world is in the palm of their hands. www.flickr.com/photos/nateperro/2130350582 http://digitallabz.com/blogs/the-14-peculiar-social-media-users.html
  • 31. AND THEY ARE NOT INTERESTED IN TALKING ABOUT MAKEUP, INSTANT SOUPS, DIGITAL CAMERAS, SAVING PLANS, TELEVISIONS, BURGERS OR JEANS IN A WAY THAT WOULD HELP MARKET THESE PRODUCTS. WWW.FLICKR.COM/PHOTOS/KEENAHN/3087637236
  • 32. WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769 BECAUSE WEB 2.0 IS NOT ABOUT ADVERTISING. IT‘S ABOUT PEOPLE AND RELATIONSHIPS. IT‘S ABOUT SOCIAL ISSUES AND SOLUTIONS FOR THEM.
  • 33. IMAGINE SITTING AT A TABLE WITH FRIENDS WHEN A STRANGER PULLS UP A CHAIR, SITS DOWN, AND TRIES TO SELL YOU SOMETHING WHILE YOU ARE TALKING TO YOUR FRIENDS... YOU WILL NOT GET FAR WITH A STRATEGY LIKE THIS. SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442999077
  • 34. INSTEAD, YOU SHOULD COME TO THE TABLE AND SAY, 'HERE IS A PRODUCT THAT I HAVE DESIGNED FOR YOU THAT IS GOING TO MAKE YOU ALL BETTER FRIENDS.' SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442998865
  • 35. Solving social failures in the offline world – that‘s the principle that makes online social networks attractive in the first place. FIRMS SHOULD BEGIN TO DO THE SAME AND HELP PEOPLE FULFILL THEIR SOCIAL NEEDS ONLINE. To execute on this, firms will need to start making changes to the products themselves to make them more social and leverage group dynamics. SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3443815350
  • 36. Social media is called social media because the media‘s use and purpose are social. WWW.FLICKR.COM/PHOTOS/MCKLN/1290703890 Marketers should remember:
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