BRAND NEW WORLD
WHY DIGITAL MARKETING IS DIFFERENT
TO ADVERTISING BERLIN // NOVEMBER 2009
TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
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.
30. BECAUSE THEY‘RE ALL DIFFERENT!
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.
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.
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.
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
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.
Few make it to this level, but when
they do, the social media world is
in the palm of their hands.
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.
33. 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. 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. 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. Social media is called social media because
the media‘s use and purpose are social.
Marketers should remember: