TORSTEN HENNING HENSEL
                     PARTNER // CREATIVE CONSULTANT
                            NOUVÉ // WWW.NOUVE....
TODAY’S TECHNOLOGY ALLOWS THE
TRANSPORT OF UNLIMITED DATA AND




                                  WWW.FLICKR.COM/PHOTOS/...
THANKS TO THE NEW TECHNOLOGIES,
A VAST NUMBER OF COMMUNICATION
CHANNELS HAS RISEN THAT INVOLVE
THE CONSUMER BETTER THAN EV...
AT THE SAME TIME, TECHNOLOGY
ALLOWS CONSUMERS TO
SKIP ADVERTISING
THUS, THE QUESTION IS: WHY DO
MARKETERS STILL WASTE THEIR
MONEY AND OUR TIME WITH THE
DISTRIBUTION OF OLD-FASHIONED,
NON-I...
”PEOPLE DON‘T LIKE ADS.
 THE MORE ACCESS PEOPLE HAVE TO
 TECHNOLOGY, THE MORE THEY WILL
 USE IT TO SKIP ADVERTISING. WHEN
...
ADVERTISING WAS YESTERDAY.
CONTENT IS THE FUTURE.




            ADVERTISING BANNED: SAO PAUL
                           ...
THE INTERNET IS ENABLING CONVERSATIONS
AMONG HUMAN BEINGS THAT WERE SIMPLY NOT
POSSIBLE IN THE ERA OF MASS MEDIA.
THESE NE...
THE NEW COMMUNICATION
SCENARIO CREATES THE TYPE OF A
CRITICAL USER WHO ACTIVELY SEEKS
FOR INFORMATION INSTEAD OF
PASSIVELY...
PEOPLE IN NETWORKED MARKETS HAVE
FIGURED OUT THAT THEY GET FAR BETTER
INFORMATION AND SUPPORT FROM ONE
ANOTHER THAN FROM V...
THIS NEW USER IS MUCH MORE
POWERFUL THAN YESTERDAY‘S
CONSUMERS. HE WANTS TO HAVE A
SAY AND CO-CREATE THINGS.




         ...
THE NEW USER
 UNDERSTANDS
  HIMSELF AS A
    DIALOGUE
 PARTNER, NOT
  AS A TARGET.
 BRANDS HAVE
 TO MATCH HIS
 SELF-CONCEP...
BRANDS HAVE TO FASCINATE THIS
KIND OF USER – AND TO STOP
PENETRATING HIM WITH ADS.
THE NEW USER REQUESTS THE
INFORMATION B...
RELEVANT CONTENT HELPS TO
GENERATE PUBLICITY MUCH EASIER
AND CHEAPER THAN BEFORE. USERS
WILLINGLY HELP TO SHARE, BUILD UP
...
BRANDS WHICH HAVE NO RELEVANT
CONTENT TO OFFER WILL (SOONER
OR LATER) GET IN TROUBLE. EVEN
THE BIGGEST AD BUDGETS WON‘T
HE...
WE ARE IMMUNE TO ADVERTISING.
IF YOU WANT US TO TALK TO YOU, TELL
US SOMETHING. MAKE IT SOMETHING
INTERESTING FOR A CHANGE...
”WE NEED TO REINVENT THE WAY WE
MARKET TO CONSUMERS.“
   A.G. LAFLEY , CHAIRMAN PROCTER & GAMBLE
BRANDED CONTENT HELPS TO
BUILD THE RELATIONSHIPS BETWEEN
CONSUMERS AND BRANDS.




                                  WWW.F...
BRANDED CONTENT IS ANY CONTENT
PAID FOR BY AN ADVERTISER WITH




                                  WWW.FLICKR.COM/PHOTOS/...
COMPANIES SHOULD START TO
PRODUCE BRANDED CONTENT TO




                             WWW.FLICKR.COM/PHOTOS/24316996@N05/4...
”THE SOLE ROLE OF FUTURE
    ADVERTISING WILL BE TO DRIVE
TRAFFIC TO THE WEBSITES – WHERE
 PEOPLE CAN DIVE INTO A BROADER
...
STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!
STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!
STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!
Upcoming SlideShare
Loading in...5
×

STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!

9,618

Published on

People don‘t like ads. The more access people have to technology, the more they will use it to skip advertising. When you as a consumer want content, you just want content. You don‘t want to be interrupted! The sole role of future advertising will be to drive traffic to the websites – where people can dive into a broader brand experience...

Published in: Business
6 Comments
54 Likes
Statistics
Notes
No Downloads
Views
Total Views
9,618
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
580
Comments
6
Likes
54
Embeds 0
No embeds

No notes for slide

Transcript of "STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!"

  1. 1. TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ // WWW.NOUVE.EU STOP YOUR BORING M.O.N.O.L.O.G.U.E.S! IT‘S TIME FOR BRANDED CONTENT BERLIN // SEPTEMBER 2010
  2. 2. TODAY’S TECHNOLOGY ALLOWS THE TRANSPORT OF UNLIMITED DATA AND WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610 THUS AN UNLIMITED INDIVIDUALI- SATION IN A PERMANENT DIALOGUE.
  3. 3. THANKS TO THE NEW TECHNOLOGIES, A VAST NUMBER OF COMMUNICATION CHANNELS HAS RISEN THAT INVOLVE THE CONSUMER BETTER THAN EVER.
  4. 4. AT THE SAME TIME, TECHNOLOGY ALLOWS CONSUMERS TO SKIP ADVERTISING
  5. 5. THUS, THE QUESTION IS: WHY DO MARKETERS STILL WASTE THEIR MONEY AND OUR TIME WITH THE DISTRIBUTION OF OLD-FASHIONED, NON-INTERACTIVE TVCS AND ADS?
  6. 6. ”PEOPLE DON‘T LIKE ADS. THE MORE ACCESS PEOPLE HAVE TO TECHNOLOGY, THE MORE THEY WILL USE IT TO SKIP ADVERTISING. WHEN YOU AS A CONSUMER WANT CONTENT, YOU JUST WANT CONTENT. YOU DON‘T WANT TO BE INTERRUPTED!“ BOB GARFIELD: THE CHAOS SCENARIO 2.0
  7. 7. ADVERTISING WAS YESTERDAY. CONTENT IS THE FUTURE. ADVERTISING BANNED: SAO PAUL O 2005 AND 2007
  8. 8. THE INTERNET IS ENABLING CONVERSATIONS AMONG HUMAN BEINGS THAT WERE SIMPLY NOT POSSIBLE IN THE ERA OF MASS MEDIA. THESE NETWORKED CONVERSATIONS ARE ENABLING POWERFUL NEW FORMS OF SOCIAL ORGANIZATION AND KNOWLEDGE EXCHANGE TO EMERGE. AS A RESULT, MARKETS ARE GETTING SMARTER, MORE INFORMED, MORE ORGANIZED. PARTICIPATION IN A NETWORKED MARKET CHANGES PEOPLE FUNDAMENTALLY. FROM: THE CLUETRAIN MANIFESTO, 1999
  9. 9. THE NEW COMMUNICATION SCENARIO CREATES THE TYPE OF A CRITICAL USER WHO ACTIVELY SEEKS FOR INFORMATION INSTEAD OF PASSIVELY CONSUMING IT. WWW.FLICKR.COM/PHOTOS/GUILLERMODURAN/2079885792
  10. 10. PEOPLE IN NETWORKED MARKETS HAVE FIGURED OUT THAT THEY GET FAR BETTER INFORMATION AND SUPPORT FROM ONE ANOTHER THAN FROM VENDORS. THE NETWORKED MARKET KNOWS MORE THAN COMPANIES DO ABOUT THEIR OWN PRODUCTS. AND WHETHER THE NEWS IS GOOD OR BAD, THEY TELL EVERYONE. WWW.FLICKR.COM/PHOTOS/GUILLERMODURAN/2148607872 FROM: THE CLUETRAIN MANIFESTO, 1999
  11. 11. THIS NEW USER IS MUCH MORE POWERFUL THAN YESTERDAY‘S CONSUMERS. HE WANTS TO HAVE A SAY AND CO-CREATE THINGS. WWW.FLICKR.COM/PHOTOS/VILLAGE9991/4032279348
  12. 12. THE NEW USER UNDERSTANDS HIMSELF AS A DIALOGUE PARTNER, NOT AS A TARGET. BRANDS HAVE TO MATCH HIS SELF-CONCEPT, WWW.FLICKR.COM/PHOTOS/POUNKIE/4690428587 NOT VICE VERSA.
  13. 13. BRANDS HAVE TO FASCINATE THIS KIND OF USER – AND TO STOP PENETRATING HIM WITH ADS. THE NEW USER REQUESTS THE INFORMATION BY HIMSELF. WWW.FLICKR.COM/PHOTOS/ASPIDISTRA/3041021769
  14. 14. THUS, BRANDS NEED RELEVANT CONTENT: INFOTAINMENT, ENTER- TAINMENT AND/OR SERVICE. WWW.FLICKR.COM/PHOTOS/JESSIE-ROWLANDS/2772606977
  15. 15. RELEVANT CONTENT HELPS TO GENERATE PUBLICITY MUCH EASIER AND CHEAPER THAN BEFORE. USERS WILLINGLY HELP TO SHARE, BUILD UP AND CO-CREATE CONTENT. WWW.FLICKR.COM/PHOTOS/JESSIE-ROWLANDS/2772152504
  16. 16. BRANDS WHICH HAVE NO RELEVANT CONTENT TO OFFER WILL (SOONER OR LATER) GET IN TROUBLE. EVEN THE BIGGEST AD BUDGETS WON‘T HELP THEM AS THE CONSUMERS SKIP WWW.FLICKR.COM/PHOTOS/10698020@N08/4200675564 THEIR ADS.
  17. 17. WE ARE IMMUNE TO ADVERTISING. IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE. FROM: THE CLUETRAIN MANIFESTO, 1999 WWW.FLICKR.COM/PHOTOS/33409140@N04/3351916041
  18. 18. ”WE NEED TO REINVENT THE WAY WE MARKET TO CONSUMERS.“ A.G. LAFLEY , CHAIRMAN PROCTER & GAMBLE
  19. 19. ”WHAT WE NEED IS A MIND-SET SHIFT THAT WILL MAKE US RELEVANT TO TODAY'S CONSUMERS, A MIND-SET SHIFT FROM 'TELLING AND SELLING' TO BUILDING RELATIONSHIPS.“ JIM STENGEL, CMO PROCTER & GAMBLE
  20. 20. BRANDED CONTENT HELPS TO BUILD THE RELATIONSHIPS BETWEEN CONSUMERS AND BRANDS. WWW.FLICKR.COM/PHOTOS/SCAR_/1727641766
  21. 21. BRANDED CONTENT IS ANY CONTENT PAID FOR BY AN ADVERTISER WITH WWW.FLICKR.COM/PHOTOS/LOLLYKNIT/417661856 THE AIM OF REFLECTING THEIR OWN BRAND VALUE WITHIN.
  22. 22. COMPANIES SHOULD START TO PRODUCE BRANDED CONTENT TO WWW.FLICKR.COM/PHOTOS/24316996@N05/4166382337 CONNECT WITH THE CONSUMERS AND THEIR WORLD.
  23. 23. ”THE SOLE ROLE OF FUTURE ADVERTISING WILL BE TO DRIVE TRAFFIC TO THE WEBSITES – WHERE PEOPLE CAN DIVE INTO A BROADER BRAND EXPERIENCE“ BOB GARFIELD: THE CHAOS SCENARIO 2.0
  24. 24. THANK YOU! WANT TO KNOW MORE? GET IN CONTACT: TOUCH.NOUVE.EU 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.

×