Brand new World: Why digital marketing is different to Advertising

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.

BRAND NEW WORLD

WHY DIGITAL MARKETING IS DIFFERENT

TORSTEN HENNING HENSEL

PARTNER // CREATIVE CONSULTANTNOUVÉ INTERPLAY

WWW.NOUVE.EUWWW.NOUVE-INTERPLAY.COMWWW.TWITTER.COM/NOUVE_INTERPLAYWWW.FACEBOOK.COM/NOUVE.INTERPLAYNOUVENEXT.TUMBLR.COM

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HAS DRAMATICALLY CHANGED.

HTTP://BIGHUGELABS.COM/ONBLACK.PHP?ID=3812261243&SIZE=LARGE

MARKETING WAS IN

SEARCH FOR CUSTOMERS.

IN THE PAST

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THE MARKETING

THEY LOVE.

NOT ANY MARKETING, BUT

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DIGITAL

MARKETING

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Digital Marketing is the practice of promoting products and ser

vices 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 categor

.

ALWAYS AVAILABLE! BECAUSE DIGITAL MARKETING IS

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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

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A MEDIUM WITH

NEW RULES

WELCOME TO

YESTERDAY:

TODAY:

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

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

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Digital marketing must go beyond

commercial messages and touch people on

a more personal level.

THE RESUL

T

But this requires listening to

what consumers truly moves

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successful!

Nevertheless, marketers should

BE AWARE OF ONE THING

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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

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.

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BECAUSE WEB 2.0 IS NOT ABOUT ADVERTISING

IT‘S ABOUT PEOPLE AND RELA TIONSHIPS 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

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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

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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:

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