The blog

With the multiplication of channels, the strict line between online and offline has never been more blurred. The same goes for the division between point of sale and point of inspiration. Marketers have long realized that content is king, but the step to link this content with transactions is often one step too far. In the following Slideshare, we share some inspiring examples of brands that succeeded in taking this next step: They link point of inspiration with point of sale by making their content shoppable, or the other way around, by making a traditional point of sale a place of inspiration.

One of the focus areas for marketers these days is to manage complex, multi-channel customer journeys. Customers expect a seamless journey across all points of interaction as they don’t distinguish between brand, sales or service experiences. Quickly evolving technologies, such as virtual reality, chatbots or smart devices can help marketers to enable a more seamless experience. These technologies empower the marketer to take control of the customer journey and even shorten the path to purchase. Let’s highlight a few examples.

With a couple of hundred followers, I am just a small fish in the Instagram universe. But if you’re the lucky one to have +10k followers, you can start building your own professional blogging business: you are labelled as an “influencer”. For a regular sponsored Instagram post you can ask a brand for between 150 and 400 euro, depending on the quality of the picture. If you are playing in the Belgium Champions’ League, with +100k followers, an Instagram post can get you more than 500 euros.

For the past couple of months I’ve been working in the digital transformation unit of one of our customers. This has given me the opportunity to think about the major challenges a digital transformation process involves. If you are also confronted with a digital transformation process, then these interesting TED Talks will surely inspire you! Although they might not seem to be related to digital transformations at first glance, they contain surprising insights that will expand your views.

Every year, the E-Commerce Xpo takes place in Kortrijk. The expo gathers all relevant players for your e-ambitions and schedules some interesting talks to follow. The House of Marketing got inspired and shares some insights for those that are new to e-commerce but would like to get more acquainted!

The House of Marketing was invited by AIESEC Alumni Belgium to give a lecture to their alumni about the marketing environment today’s brands are facing while approaching a new generation of shoppers: “the millennials”.

I recently had the pleasure to attend Bernard Gustin, CEO of Brussels Airlines, at an inaugural lecture on “how to turn a crisis into opportunities” for the opening of ICHEC’s 2016-2017 academic year. His lecture was simply extraordinary; what a leader with such an inspiring and game-changing mindset.

The House of Marketing attended eTradeSummit 2016, where e-trade and hands-on digital experts shared their insights and knowledge. We have summarized the 10 key takeaways from this edition, inspiring you how you can amplify your e-commerce business.

Many companies invest in their content strategy, but what could be the advantage of blogging by employees? What is the purpose and how can your company benefit from it?

The retail industry has experienced a major transformation over recent years with the advent of e-commerce. A business can now market its products across borders, independent of its physical location. With a total of 685 million online shoppers spending an average of €1,540 in Europe, and with e-commerce turnover predicted to grow by 14% in 2016, today is definitely a good time to market your products online.