The blog

The world championship rugby has ended and in the meanwhile, football fans are getting excited about the European championship next summer in France.

On December 4th, The House of Marketing hosted a Lunch & Learn at the STIMA Congress where our Marketing Manager, Karolien Vanhelden, and Marketing Consulting Manager, Sophie Van Orden, inspired an audience of marketers to embrace technology.

The House of Marketing goes Dublin! Find out what our THoM’ers discovered during their three days at the Web Summit! Facebook offices, Google offices and testing new technologies… everything they learned in a quick recap here!

Drones are hot. For real. Whoever got the chance to visit the Web Summit in Dublin or The Next Web Conference in Amsterdam should already be convinced of the message that technology is taking over also in marketing. Dronevertising is the use of one or more unmanned, aerial drones for advertising & marketing communication purposes. My prediction? Dronevertising will come to Belgium in 2016. And it will make you stand out from the crowd.

Together with 5 other THoM’ers I was present at the Web Summit in Dublin. We saw a lot of speakers, spoke with many different and promising start-ups and tested the coolest new technologies, but one topic caught my interest:

I already shared my insights gained at Scott Brinker’s first European edition of the MarTech Conference: technology is an essential enabler for marketing today. But from Matt Lerner (a digital marketer who turned VC) and Ian Cleary (CEO of Razor Social) I learnt about these (amongst other) pieces of MarTech genius:

In my previous blog post I already revealed insights that you won’t get without being in direct contact with Facebook professionals. My first day of a two-days session at the Facebook offices was about understanding your audience by digging into your data. The second day was about translating your brand purpose into storylines and content themes during a creative content hack.

Our THoM’ers really got inspired at the Web Summit in Dublin last week. Make sure to discover the 12 most inspirational quotes from the Web Summit! Interested ? Don’t hesitate to contact us for further insights.

I work as a digital marketing consultant for The House of Marketing at a large FMCG company in the food and beverages industry. The brand with which I’m involved has been doing great things with the largest digital platforms in recent years. However, performance, creativity and the ROI on media investments have decreased in the past few months: writing the same type of Facebook posts without a clear storyline behind them, bidding too low CPMs for our core target audiences, launching mini-websites and photo contests without being clear which brand objectives these efforts serve, etc. In conclusion, it was no longer doing the trick as our digital-savvy consumer was being bombarded by an enormous amount of other brands that were doing likewise! In order to solve the communication puzzle, we’ve put our heads together with the brand team and have decided to start a journey to ‘reinvent’ ourselves. Moreover we’ve set ourselves a challenging objective for 2015: pioneering digital!

Imagine you’re a marketer and you want to launch a paid search campaign. The budget has finally been approved and the campaign is starting to generate clicks. Perfect scenario, you’d think? Well, now imagine that Internet Service Providers (ISPs), such as Telenet, Proximus and Mobistar, are allowed to manage internet traffic and deliver data at different speeds. You haven’t planned a budget for a fee to these ISPs so they might just as well decide to favour traffic to another website that has paid, slowing down all traffic to your website. At that moment you notice that your website’s bounce rate goes through the roof and that conversion rates are falling.