The blog

Green is the new black. Sustainability seems to be on every marketer's mind nowadays, and that’s how it should be. Driven by a clear shift in societal relevance, more and more companies are looking into how they can make their business offerings and processes sustainable. And we couldn’t be happier about it!

2020 will be remembered as the year we started to do things differently. Due to the COVID-19 outbreak, we suddenly changed the way we work, teach and socially interact. What did companies that were successful during this crisis do differently? What can we learn from them?

We’ve embarked on a new year and are putting 2020 behind us, a very strange year marked by a global pandemic that has changed the world and our habits for good.

Two weeks ago, the Belgian Association of Marketing (BAM) organized their annual congress. The theme of this year’s congress was meaningful marketing and the importance of being purpose-driven. It also addressed how marketing is evolving and will continue to evolve in the coming years. Of course, we at the House of Marketing attended this event and are excited to share our vision and take-aways with you.

Let’s go back 4 years. It’s 2016. Donald Trump is about to become the US president, Brexit is a thing and we’re all catching pokémons on our smartphones. 2016, however, was also the year of ‘digital transformation’. As technological developments drove significant changes in customer behaviour, we were forced to rethink ways to drive growth by ‘going digital’. What that meant was different for every company, but strategic plans were drawn up and we were all going to be at the digital forefront within 4 years.

Looking back at the past few months, there’s no doubt that Covid-19 has only intensified the need and desire to go digital, also in the pharmaceutical industry. Meeting physically has become more difficult, if not impossible. This has prompted a dramatic increase in the number of pharma companies reaching out to the same target group, via the same digital channels, to create a personal, but now digital dialogue.

Last Wednesday I attended the Uplift Virtual Summit by Insider, a series of keynotes on personalized e-commerce experiences with speakers from NASA, Prezi, and Loewe. We took to the virtual stage ourselves as well: Dennis De Cat, Growth Marketing expert and Managing Director of our sister company Upthrust, presented together with one of our clients, Torfs. He and the e-commerce Manager of the shoe brand, Karl Bosmans, discussed the set-up and results of a scalable growth process.

Growth experts Oliver McAllister, Eva Dillen and Alicia Bandinelli share their view on and experience with Growth Marketing. How do we do Growth Marketing? What is so unique about our team? Watch the video and tap into the world of rapid experimentation! 👇📽️

Had you told your friends or family in 1997 that you were buying a car online, you would have got some strange looks or even been laughed at. But what’s the story today, 20 years down the road? Would they still be laughing? This is where we are right now:

Today, disruption has impacted almost every aspect of business as a new relationship between companies and customers has taken center stage.