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

MARKETING
HTTP://BIGHUGELABS.COM/ONBLACK.PHP?ID=3812261243&SIZE=LARGE
HAS DRAMATICALLY CHANGED.

THE PAST
IN
M ARKE TING W AS IN
FOR C USTOM ERS.
SE ARCH
WWW.FLICKR.COM/PHOTOS/LYON_PHOTOGRAPHY/3652923135

WWW.FLICKR.COM/PHOTOS/36001715@N08/3323275609
CUSTOMERS ARE IN
TODAY
SEARCH FOR MARKETI
NG.

NOT ANY MARKETING, BUT
THE MARKETING
THEY LOVE.
WWW.FLICKR.COM/PHOTOS/SAWDUSTDESIGN/3289617489

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/

BECAUSE DIGITAL MARKETING IS
ALWAYS AVAILABLE!
WWW.FLICKR.COM/PHOTOS/INGRIDESIGN/3068428266

HTTP://WWW.FLICKR.COM/PHOTOS/MAG3737/452838421
IT‘S THERE
WHENEVER THEY
WANT IT, NEED IT.

IT‘S THERE
WHENEVER THEY
ARE OPEN FOR IT.
WWW.FLICKR.COM/PHOTOS/M-O-N-O-C-H-R-O-M-E/3326687560

THE Y LOVE DIGITAL BECAUSE
DI GITAL HAS SET THEM FREE.
HTTP://WWW.FLICKR.COM/PHOTOS/12861589@N03/2746441284

THEY LOVE DIGITAL BECAUSE
DIGITAL HAS GIVEN
THEM POWER.WWW.FLICKR.COM/PHOTOS/PETEFLETCH/3867701178

THE RESULT:
DIGITAL HAS
BECOME THE LEAD
MEDIUM.
WWW.FLICKR.COM/PHOTOS/I_RULE/2971212075

WWW.FLICKR.COM/PHOTOS/ERININGRID/3502835406
WELCOME TO
A MEDIUM WITH
NEW RULES.

YESTERDAY:
B2C

TODAY:
B2C2C2B2C2C2C2B...

HTTP://WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610
Through social media, communication
channels have gone off, resulting in
A MULTI MILLION ARENA WORLD.

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.

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
HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291
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.
HTTP://WWW.FLICKR.COM/PHOTOS/KATHYPRINTS/2817862973/

HTTP://WWW.FLICKR.COM/PHOTOS/ZAWTOWERS/3462647469
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.

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/

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! 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

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

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

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

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.'

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

Marketers should remember:
Social media is called social media because
the media‘s use and purpose are social.
WWW.FLICKR.COM/PHOTOS/MCKLN/1290703890

THANK YOU!
Want to know more? Get in contact:
torsten.hensel@nouve-interplay.com
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