The blog

Mobile marketing is de toekomst, niemand die daar nog aan twijfelt. Het aantal mensen dat voornamelijk op mobiel surft en streamt, blijft spectaculair toenemen. Maar dat is niet de enige reden, zegt Dennis Peeters van The House of Marketing: “Bepaalde technologieën worden steeds toegankelijker. Volgens ons gaan ze dan ook een grote invloed hebben op de mobiele marketing van morgen.”

In the last article of our 4-part series on lead scoring, I share best practices to make sure you stay on the right track. Pre-reads for this blog post:

How do you know if lead scoring is beneficial for your company? In the second article of our 4-part series, I help you to decide based on 3 questions. Pre-read for this blog post:

How do you create your own lead scoring model? In the third article of our 4-part series, I guide you through 7 steps to build an efficient lead scoring model. Pre-reads for this blog post

In the first article of our 4-part series, I deep-dive into the definition of lead scoring and clarifies the difference between demographic and behavioral scoring. Topics we’ll cover in this article:

“If we have 4.5m customers, we shouldn’t have one store. We should have 4.5m stores.” This quote from Amazon CEO Jeff Bezos says it all.

Only 12% of F500 have remained since 1955. 40% of F500 will disappear in 10 years. Why? For years, companies have been competing on product and price because customers were looking for the best product at the best price. But the rules of the game have changed, especially since we entered the fourth industrial revolution. Building upon the digital revolution, the fourth industrial revolution is characterized by a fusion of technologies that blurs the lines between the physical, digital, and biological spheres. This new era comes with a hyper-competitive marketplace where customers are in the driver’s seat. As we are accustomed to having all the information we want within seconds and switching brands is a near-frictionless experience, customer expectations have risen higher than ever before. We are no longer satisfied with quality, a good price, good customer service etc. Customers don’t care if you claim you offer them a smooth omnichannel experience, they only care about connecting with you, the way they want and when they want. Only companies that succeed in engaging with their customers on a one-to-one basis, responding to their needs and (exceeding) expectations, have a chance to grow long-term loyalty.

THoMer Lucas attended The Next Web, one of Europe's most renowned tech conferences in Amsterdam. He brought home insights that demonstrate how the world of marketing never ceases to evolve.

Hyper-personalization takes experiences to the next level. They are the result of personal, behavioral and transactional data processed in an intelligent way, powered by artificial intelligence (AI). The combination of data and technology enables companies to provide an advanced one-to-one experience at scale. Based on key take-aways from the Adobe Summit EMEA, we clustered building blocks together into a hyper-personalization loop.

While I was taking part in the Great Breweries Marathon in May, I realized that there are a lot of comparisons between running a marathon and setting up a Marketing Automation tool. That's why I listed the 8 comparisons I saw (yes, during a marathon you have quite some time to think…).