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Through social media, communication channels have gone off, resulting in A MULTI MILLION ARENA WORLD. For companies, it gets increasingly difficult to keep step with the pace and to be present whereever their consumers are. n such an environment, oneway communication is no longer sufficient to get into the heads and hearts of consumers. Brands must initiate conversations by offering spaces and tools that allow people to discuss and create.
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 WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY 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. TODAY 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 [...]... 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 HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291 Brands must initiate conversations by offering spaces and tools that allow people to discuss and create s need to offer value Brand. .. 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 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 Elite Few make it to this level, but...THEY LOVE DIGITAL BECAUSE WWW.FLICKR.COM/PHOTOS/PETEFLETCH/3867701178 DIGITAL HAS GIVEN THEM POWER 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,... 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... 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. .. 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:... 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,... content Valu that is relevant for them Content HTTP://WWW.FLICKR.COM/PHOTOS/KATHYPRINTS/2817862973/ HTTP://WWW.FLICKR.COM/PHOTOS/ZAWTOWERS/3462647469 ble people, engage them, Brands need to ena roblems, improve their lives solve their p IMAGES: WWW.FLICKR.COM; TAG: SLEEVEFACE Communication itself needs to become a product with an own value that can be consumed THE RESULT ust go beyond Digital marketing m... 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 T ADVERTISING 2.0 IS NOT ABOU BECAUSE WEB IT‘S ABOUT D RELATIONSHIPS BOUT PEOPLE AN IT‘S A NS FOR THEM ES AND SOLUTIO SOCIAL ISSU... TO DO IT BECAUSE THEY‘RE ALL DIFFERENT! http://digitallabz.com/blogs/the-14-peculiar-social-media-users.html 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 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