a local finnish brand May 22, 2007Posted by nicholas gill in brand, content, digital advertising, futurology, integration, mobile, social networks, strategy, though leadership, thoughts, user generated content, web 2.0, you tube.
Insightful interview from McKinsey with the SVP marketing of Nokia. You’ll need to register to get the full article but some food for thought, here’s his response to how media is changing Nokia’s marketing efforts.
“The Internet is playing a much more important role than anyone ever imagined. Brands are going to be made and destroyed on the Internet, and there’s a whole set of new marketing rules for it. One cardinal rule is trust and respect. I saw a great metaphor the other day: a picture of a sheep with the fangs of a saber-toothed tiger. That’s a great depiction of marketing on the Internet. If you start playing games with people, they’ll find out and eat you alive. Consumers on the Internet are open to interesting ideas and they want to co-create content with you, but make no mistake: they are in charge.
Marketers have to get used to people shaping our brand meaning via Internet marketing. As an industry we’re still pushing content and we haven’t figured out how to unleash all the creative potential that lies in people talking about our products in exciting new ways. I don’t think banner ads are a total waste of money, but they’re not very effective. Context-relevant communication makes a lot of sense. We’re investing a lot in trying to understand how brands can interact with sites like YouTube and MySpace, plus blogs.”
And approach to consumer insight:
“Our approach is all about putting people at the heart of the way we design and market products: “first we observe, then we design.” We have teams of anthropologists, ethnographers, psychologists, and consumer insight experts observing and understanding people’s behavior. Their insights are used to shape our R&D and design focus.
One thing we’re trying to understand is the unconscious mind and the real reasons people buy things. That’s where the gold dust is. Of course, the products have to be well engineered, and you’ve got to give people rational reasons to buy something. But there are very few consumers out there who buy only based on a rational, linear decision process. Emotional reasons—largely connected to the subconscious—play a critical role. This is especially true for items or objects that are consumed in the public domain. In these situations people don’t buy just for rational reasons.”
And here’s some videos Nokia posted on You Tube of the mobile future: