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
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.
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
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:
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