Apr 13, 2009
It’s Not About Creating Situations, It’s About Finding Them
Digital marketing is not advertising, because where advertising to a large extent focuses on creating situations, digital marketing is about finding them.
In the words of Henry Jenkins (via theengagedconsumer.power.com):
- “as Jenkins gives his advice on “courting” community vs. “creating” community. Jenkins says that this starts by studying and connecting to existing communities vs. necessarily always building from scratch”
And connecting this idea to the utilities/services mindset; where companies need to explore existing situations and activities in order to discover where and how they can create deliberate value.
3 Comments, Comment or Ping
Ryan Moede
I really like this description as it lends itself to understanding that as digital marketers, we need to bring insight to how we can be useful for folks. Are there any particular brands you have in mind right now that are doing a good job of this?
Apr 14th, 2009
helgetenno
Hi Ryan, thanks for the contribution. :o)
I find Anjali Ramachandran’s list/wiki of branded utilities a very good start:
http://brandedutilities.pbwiki.com/
Also there are a lot of great examples in Contagious Magazines’ Most Contagious 2008 report:
http://www.contagiousmagazine.com/resources/BrandedEnt_extracts.pdf
Hope that provided some useful resources?
Best regards
Helge tennø
Apr 14th, 2009
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