NEW IS DIFFERENT
TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
WHY DIGITAL WWW.NOUVE-INTERPLAY.COM
TO ADVERTISING BERLIN // NOVEMBER 2009 NOUVENEXT.TUMBLR.COM
HAS DRAMATICALLY CHANGED.
M ARKE TING W AS IN
FOR C USTOM ERS.
CUSTOMERS ARE IN
SEARCH FOR MARKETI
NOT ANY MARKETING, BUT
Digital Marketing is the pr
actice of promoting prod
ucts and services using
digital distribution channe
consumers in a timely, re ls to reach
levant, personal and cost-
Whilst digital marketing do effective manner.
es include many of the te
Internet Marketing, it exte chniques and practices
nds beyond this by includ contained within the cate
ing other channels with wh gory of
require the use of the Int ich to reach people that
ernet. As a result of this do not
non-reliance on the Inter
net, the ﬁeld of digital mar
MA E includes a whole host of keting
elements such as mobile
sms/mms, display / bann
er ads and digital outdoo
BECAUSE DIGITAL MARKETING IS
WANT IT, NEED IT.
ARE OPEN FOR IT.
THE Y LOVE DIGITAL BECAUSE
DI GITAL HAS SET THEM FREE.
THEY LOVE DIGITAL BECAUSE
DIGITAL HAS GIVEN
BECOME THE LEAD
A MEDIUM WITH
Through social media, communication
channels have gone off, resulting in
A MULTI MILLION ARENA WORLD.
For companies, it gets increasingly difﬁcult
to keep step with the pace and to be present
whereever their consumers are.
Thus, the consumers themselves get an important
role as communicators and brand evangelists.
Consumers become co-creators of value.
In such an environment,
one-way communication is no longer sufﬁcient
to get into the heads and hearts of consumers.
Also, shouting your brand‘s message into the ears
of people is no longer cool...
Brands must initiate conversations
by offering spaces and tools that allow
people to discuss and create.
Brand s need to offer value.
Valu e that comes from content.
Content that is relevant for them.
Brands need to ena ble people, engage them,
solve their p roblems, improve their lives.
IMAGES: WWW.FLICKR.COM; TAG: SLEEVEFACE
Communication itself needs to become a product
with an own value that can be consumed.
Digital marketing m ust go beyond
ial messages and t ouch people on
a more personal level.
But this requires listening to
what consumers truly moves.
SPACES / TOOLS
CONTENT... ... is what
Nevertheless, marketers should
BE AWARE OF ONE THING...
PEOPLE WON‘T TALK ABOUT YOUR BRAND
THE WAY YOU WANT THEM TO DO IT.
BECAUSE THEY‘RE ALL DIFFERENT! http://digitallabz.com/blogs/the-14-peculiar-social-media-users.html
The Know it All The clueless self-promoter is, well, clueless. Mr. Rain on Your Parade
Whatever the topic, he knows everything It’s not so much that he’s trying to be a Acts out by bringing his elitist attitude to
best. His opinions are usually complete spammer; it’s just that he really doesn’t every post he can ﬁnd. Nothing is good
garbage, but at least he himself is convinced know any better. enough for him. Every article he reads
that he is great. sucks, and he’s going to let you know it.
Casual Observer The Elite
Few make it to this level, but when Crazy Political Extremist
This social media user is content to watch He only submits stories about
the action from the sidelines. He’s having a they do, the social media world is
in the palm of their hands. conspiracy theories, and he swears
enough time watching all the others interact, he has the inside track on all the
but he has no urge to jump in. inner workings of the government.
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.
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
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
Has connections with the top users on the site, but
whenever they can.
he’s not quite on their level. A good percentage of
his submits go hot, and he’s usually willing to help.
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.
2.0 IS NOT ABOUT ADVERTISING.
BECAUSE WEB . IT‘S ABOUT
BOUT PEOPLE AN D RELATIONSHIPS
ES AND SOLUTIO NS 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
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.'
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
Marketers should remember:
Social media is called social media because
the media‘s use and purpose are social.