STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!

STOP YOUR BORING M.O.N.O.L.O.G.U.E.S!

TORSTEN HENNING HENSELPARTNER // CREATIVE CONSULTANT

NOUVÉ // WWW.NOUVE.EU

IT‘S TIME FOR BRANDED CONTENT BERLIN // SEPTEMBER 2010

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TODAY’S TECHNOLOGY ALLOWS THE TRANSPORT OF UNLIMITED DATA AND THUS AN UNLIMITED INDIVIDUALI-SATION IN A PERMANENT DIALOGUE.

THANKS TO THE NEW TECHNOLOGIES, A VAST NUMBER OF COMMUNICATION CHANNELS HAS RISEN THAT INVOLVE THE CONSUMER BETTER THAN EVER.

AT THE SAME TIME, TECHNOLOGY ALLOWS CONSUMERS TO

SKIP ADVERTISING

SKIP

THUS, THE QUESTION IS: WHY DO MARKETERS STILL WASTE THEIR MONEY AND OUR TIME WITH THE DISTRIBUTION OF OLD-FASHIONED, NON-INTERACTIVE TVCS AND ADS?

”PEOPLE DON‘T LIKE ADS. THE MORE ACCESS PEOPLE HAVE TO TECHNOLOGY, THE MORE THEY WILL USE IT TO SKIP ADVERTISING. WHEN

YOU AS A CONSUMER WANT CONTENT, YOU JUST WANT CONTENT. YOU DON‘T

WANT TO BE INTERRUPTED!“ BOB GARFIELD: THE CHAOS SCENARIO 2.0

ADVERTISING WAS YESTERDAY.CONTENT IS THE FUTURE.

ADVERTISING BANNED: SAO PAULO 2005 AND 2007

THE INTERNET IS ENABLING CONVERSATIONS AMONG HUMAN BEINGS THAT WERE SIMPLY NOT POSSIBLE IN THE ERA OF MASS MEDIA.

THESE NETWORKED CONVERSATIONS ARE ENABLING POWERFUL NEW FORMS OF SOCIAL ORGANIZATION AND KNOWLEDGE EXCHANGE TO EMERGE.

AS A RESULT, MARKETS ARE GETTING SMARTER, MORE INFORMED, MORE ORGANIZED. PARTICIPATION IN A NETWORKED MARKET CHANGES PEOPLE FUNDAMENTALLY.FROM: THE CLUETRAIN MANIFESTO, 1999

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THE NEW COMMUNICATION SCENARIO CREATES THE TYPE OF A CRITICAL USER WHO ACTIVELY SEEKS FOR INFORMATION INSTEAD OF PASSIVELY CONSUMING IT.

PEOPLE IN NETWORKED MARKETS HAVE FIGURED OUT THAT THEY GET FAR BETTER INFORMATION AND SUPPORT FROM ONE ANOTHER THAN FROM VENDORS.

THE NETWORKED MARKET KNOWS MORE THAN COMPANIES DO ABOUT THEIR OWN PRODUCTS. AND WHETHER THE NEWS IS GOOD OR BAD, THEY TELL EVERYONE.FROM: THE CLUETRAIN MANIFESTO, 1999

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THIS NEW USER IS MUCH MORE POWERFUL THAN YESTERDAY‘S CONSUMERS. HE WANTS TO HAVE A SAY AND CO-CREATE THINGS.

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THE NEW USER UNDERSTANDS HIMSELF AS A

DIALOGUE PARTNER, NOT AS A TARGET. BRANDS HAVE TO MATCH HIS SELF-CONCEPT,

NOT VICE VERSA.

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BRANDS HAVE TO FASCINATE THIS KIND OF USER – AND TO STOP PENETRATING HIM WITH ADS. THE NEW USER REQUESTS THE INFORMATION BY HIMSELF.

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THUS, BRANDS NEED RELEVANT CONTENT: INFOTAINMENT, ENTER-TAINMENT AND/OR SERVICE.

RELEVANT CONTENT HELPS TO GENERATE PUBLICITY MUCH EASIER AND CHEAPER THAN BEFORE. USERS WILLINGLY HELP TO SHARE, BUILD UP AND CO-CREATE CONTENT.

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BRANDS WHICH HAVE NO RELEVANT CONTENT TO OFFER WILL (SOONER OR LATER) GET IN TROUBLE. EVEN THE BIGGEST AD BUDGETS WON‘T HELP THEM AS THE CONSUMERS SKIP THEIR ADS.

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WE ARE IMMUNE TO ADVERTISING. IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE.FROM: THE CLUETRAIN MANIFESTO, 1999

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”WE NEED TO REINVENT THE WAY WE MARKET TO CONSUMERS.“ A.G. LAFLEY , CHAIRMAN PROCTER & GAMBLE

”WHAT WE NEED IS A MIND-SET SHIFT THAT WILL MAKE US RELEVANT TO TODAY'S CONSUMERS, A MIND-SET SHIFT FROM 'TELLING AND SELLING' TO BUILDING RELATIONSHIPS.“ JIM STENGEL, CMO PROCTER & GAMBLE

BRANDED CONTENT HELPS TO BUILD THE RELATIONSHIPS BETWEEN CONSUMERS AND BRANDS.

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BRANDED CONTENT IS ANY CONTENT PAID FOR BY AN ADVERTISER WITH THE AIM OF REFLECTING THEIR OWN BRAND VALUE WITHIN.

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COMPANIES SHOULD START TO PRODUCE BRANDED CONTENT TO CONNECT WITH THE CONSUMERS AND THEIR WORLD.

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”THE SOLE ROLE OF FUTURE ADVERTISING WILL BE TO DRIVE

TRAFFIC TO THE WEBSITES – WHERE PEOPLE CAN DIVE INTO A BROADER

BRAND EXPERIENCE“ BOB GARFIELD: THE CHAOS SCENARIO 2.0

THANK YOU!

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