Brand New World

WWW.FLICKR.COM/PHOTOS/VILLAGE9991/2901378820
BRAND NEW WORLD
WHY DIGITAL MARKETING IS DIFFERENT
TO ADVERTISING BERLIN // NOVEMBER 2009
TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
NOUVÉ INTERPLAY
WWW.NOUVE.EU
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WWW.FACEBOOK.COM/NOUVE.INTERPLAY
NOUVENEXT.TUMBLR.COM
NOUVENET.MIXXT.ORG

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

MARKETING WAS IN
SEARCH FOR CUSTOMERS.
IN THE PAST
WWW.FLICKR.COM/PHOTOS/LYON_PHOTOGRAPHY/3652923135

CUSTOMERS ARE IN
SEARCH FOR MARKETING.
T
O
D
A
Y
WWW.FLICKR.COM/PHOTOS/36001715@N08/3323275609

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

DIGITAL
MARKETING
WWW.THEFWA.COM/
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.

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

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

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

DIGITAL HAS SET THEM FREE.
THEY LOVE DIGITAL BECAUSE
HTTP://WWW.FLICKR.COM/PHOTOS/12861589@N03/2746441284

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

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

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

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

For companies, it gets increasingly difficult
to keep step with the pace and to be present
whereever their consumers are.
HTTP://WWW.FLICKR.COM/PHOTOS/WILLIAMDAG/99108600/

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
by offering spaces and tools that allow
people to discuss and create.
HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291

HTTP://WWW.FLICKR.COM/PHOTOS/KATHYPRINTS/2817862973/
Brands need to offer value.
Value that comes from content.
Content that is relevant for them.

Brands need to enable people, engage them,
solve their problems, improve their lives.
HTTP://WWW.FLICKR.COM/PHOTOS/ZAWTOWERS/3462647469

Communication itself needs to become a product
with an own value that can be consumed.
IMAGES: WWW.FLICKR.COM; TAG: SLEEVEFACE

HTTP://WWW.FLICKR.COM/PHOTOS/35248424@N07/3268909071/
Digital marketing must go beyond
commercial messages and touch people on
a more personal level.
T
H
E
R
E
S
U
L
T

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!
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.
Clueless Self-Promoter
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.
Casual Observer
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.
Average User
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
useful content.
Second-Tier User
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.
The Elite
Few make it to this level, but when
they do, the social media world is
in the palm of their hands.
www.flickr.com/photos/nateperro/2130350582
http://digitallabz.com/blogs/the-14-peculiar-social-media-users.html

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

WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769
BECAUSE WEB 2.0 IS NOT ABOUT ADVERTISING.
IT‘S ABOUT PEOPLE AND RELATIONSHIPS. IT‘S ABOUT
SOCIAL ISSUES AND SOLUTIONS 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
WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442999077

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.'
SOURCE: HTTP://HBSWK.HBS.EDU/ITEM/6156.HTML

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

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

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

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