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Why digital marketing is different to advertising

Why digital marketing is different to advertising

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  • 1. WWW.FLICKR.COM/PHOTOS/VILLAGE9991/2901378820 BRANDMARKETINGWORLD NEW IS DIFFERENT TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WHY DIGITAL WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY TO ADVERTISING BERLIN // NOVEMBER 2009 NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG
  • 2. MARKETING HTTP://BIGHUGELABS.COM/ONBLACK.PHP?ID=3812261243&SIZE=LARGE HAS DRAMATICALLY CHANGED.
  • 3. THE PAST IN M ARKE TING W AS IN FOR C USTOM ERS. SE ARCH WWW.FLICKR.COM/PHOTOS/LYON_PHOTOGRAPHY/3652923135
  • 4. WWW.FLICKR.COM/PHOTOS/36001715@N08/3323275609 CUSTOMERS ARE IN TODAY SEARCH FOR MARKETI NG.
  • 5. NOT ANY MARKETING, BUT THE MARKETING THEY LOVE. WWW.FLICKR.COM/PHOTOS/SAWDUSTDESIGN/3289617489
  • 6. Digital Marketing is the pr actice of promoting prod DIRKITINGL G TA 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 phones, sms/mms, display / bann er ads and digital outdoo r. WWW.THEFWA.COM/
  • 7. BECAUSE DIGITAL MARKETING IS ALWAYS AVAILABLE! WWW.FLICKR.COM/PHOTOS/INGRIDESIGN/3068428266
  • 8. HTTP://WWW.FLICKR.COM/PHOTOS/MAG3737/452838421 IT‘S THERE WHENEVER THEY WANT IT, NEED IT.
  • 9. IT‘S THERE WHENEVER THEY ARE OPEN FOR IT. WWW.FLICKR.COM/PHOTOS/M-O-N-O-C-H-R-O-M-E/3326687560
  • 10. THE Y LOVE DIGITAL BECAUSE DI GITAL HAS SET THEM FREE. HTTP://WWW.FLICKR.COM/PHOTOS/12861589@N03/2746441284
  • 11. THEY LOVE DIGITAL BECAUSE DIGITAL HAS GIVEN THEM POWER.WWW.FLICKR.COM/PHOTOS/PETEFLETCH/3867701178
  • 12. THE RESULT: DIGITAL HAS BECOME THE LEAD MEDIUM. WWW.FLICKR.COM/PHOTOS/I_RULE/2971212075
  • 13. WWW.FLICKR.COM/PHOTOS/ERININGRID/3502835406 WELCOME TO A MEDIUM WITH NEW RULES.
  • 14. YESTERDAY: B2C
  • 15. TODAY: B2C2C2B2C2C2C2B...
  • 16. HTTP://WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610 Through social media, communication channels have gone off, resulting in A MULTI MILLION ARENA WORLD.
  • 17. HTTP://WWW.FLICKR.COM/PHOTOS/WILLIAMDAG/99108600/ For companies, it gets increasingly difficult to keep step with the pace and to be present whereever their consumers are.
  • 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 HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291 by offering spaces and tools that allow people to discuss and create.
  • 22. Brand s need to offer value. Valu e that comes from content. Content that is relevant for them. HTTP://WWW.FLICKR.COM/PHOTOS/KATHYPRINTS/2817862973/
  • 23. HTTP://WWW.FLICKR.COM/PHOTOS/ZAWTOWERS/3462647469 Brands need to ena ble people, engage them, solve their p roblems, improve their lives.
  • 24. IMAGES: WWW.FLICKR.COM; TAG: SLEEVEFACE Communication itself needs to become a product with an own value that can be consumed.
  • 25. THE RESULT Digital marketing m ust go beyond ial messages and t ouch people on commerc a more personal level. HTTP://WWW.FLICKR.COM/PHOTOS/35248424@N07/3268909071/
  • 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! http://digitallabz.com/blogs/the-14-peculiar-social-media-users.html Clueless Self-Promoter 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 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. 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. Average User Understands how everything works but usually doesn’t put in the time to become an elite user. Second-Tier 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. www.flickr.com/photos/nateperro/2130350582
  • 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. 2.0 IS NOT ABOUT ADVERTISING. BECAUSE WEB . IT‘S ABOUT BOUT PEOPLE AN D RELATIONSHIPS IT‘S A ES AND SOLUTIO NS FOR THEM. SOCIAL ISSU WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769
  • 33. WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442999077 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
  • 34. WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442998865 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.'
  • 35. WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3443815350 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
  • 36. Marketers should remember: Social media is called social media because the media‘s use and purpose are social. WWW.FLICKR.COM/PHOTOS/MCKLN/1290703890
  • 37. THANK YOU! Want to know more? Get in contact: torsten.hensel@nouve-interplay.com 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.

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