Brand new World: Why digital marketing is different to Advertising

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
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.
THE RESULT