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. 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

YESTERDAY:
B2C

TODAY:
B2C2C2B2C2C2C2B...

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 WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3442998865

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 WWW.FLICKR.COM/PHOTOS/THISJANEISPLAIN/3443815350

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