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

TORSTEN HENNING HENSELPARTNER // CREATIVE CONSULTANTNOUVÉ // WWW.NOUVE.EUSTOP YOUR BORING M.O.N.O.L.O.G.U.E.S!IT‘S TIME FOR BRANDED CONTENT BERLIN // SEPTEMBER 2010TODAY’S TECHNOLOGY ALLOWS THE TRANSPORT OF UNLIMITED DATA AND THUS AN UNLIMITED INDIVIDUALI-SATION IN A PERMANENT DIALOGUE. .FLICKR.COM/PHOTOS/SANCHOME/72767610WWWTHANKS 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 ADVERTISINGSKIPTHUS, 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 2.0ADVERTISING WAS YESTERDAY.CONTENT IS THE FUTURE.ADVERTISING BANNED: SAO PAULO 2005 AND 2007THE 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, 1999THE NEW COMMUNICATION SCENARIO CREATES THE TYPE OF A CRITICAL USER WHO ACTIVELY SEEKS FOR INFORMATION INSTEAD OF PASSIVELY CONSUMING IT..FLICKR.COM/PHOTOS/GUILLERMODURAN/2079885792WWWPEOPLE 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.FLICKR.COM/PHOTOS/GUILLERMODURAN/2148607872WWW