Auteurs:           Jan-Willem van Beek, Rutger Huizenga Uitgever:       Businesscontact ISBN:                978 90 470 10647 Eerste druk:    2017 Kernwoorden: innovatie, startup Boekrecensie door Jeanine Dijkhuis, Register Marketeer –  januari 2018 De titel en ondertitel van dit boek hadden beter omgekeerd kunnen zijn. Om …

What would you say to the many cynics of brand purpose strategies that argue that it is a fad that is falling out of fashion? If someone is going to default to cynicism as a first response, that’s quite immature. You don’t get to deem the very premise of purpose a failure – after a …

Most US consumers say it is important for companies to take stands on social/political issues, but most also say corporate activism should revolve around only certain causes and on certain channels, according to recent research from Sprout Social. The report was based on data from a survey of 1,022 adults age 18 and older in the United States. Some …

Door Alexandra van der Vloed* De retailmarkt is aan enorme verandering onderhevig. We zien bijna dagelijks voorspellingen uitkomen, dus even rustig bijkomen is er niet bij. Het voelt meer als werken in een enorme windhoos, waarin je snel een strohalm moet vastpakken, voordat je wordt meegetrokken. De traditionele retailer moet zichzelf continu opnieuw uitvinden en de …

    Purpose. Het sloop erin. Tot enige jaren terug lag geen marketeer er wakker van. Dezer dagen wordt het te pas en te onpas gebruikt om elkaar de marketingmaat te nemen en voorspellingen te doen over aanstaand commercieel succes. Beetje overdreven en weinig vernieuwend vindt Vincent Hooplot: ‘Alle organisatie hebben een hoger doel, alleen …

The marketing industry has been talking about disruption for years, but 2018 is looking like a year for rearranging the decks. In the past 12 months we have witnessed many developments that will surely shape the future of marketing. First, artificial intelligence—along with its promise to spark a creative revolution—will lead to more out-of-the-box marketing …

Vanmorgen werd mijn aandacht getrokken door een artikel in het Financieel Dagblad met de kop “Adviseurs dringen hart van reclamewereld binnen”. Afgezien van de kanttekening dat Deloitte en IBM in het verleden wel eens een creatief reclamebureau hebben gekocht, gaat het artikel voornamelijk over de stappen die richting digitale marketing gemaakt worden. Digitale marketing is hot en …

There are countless ways for a baseball team to win a game. Maybe it ends up being a 1-to-0 duel between two ace starting pitchers. Or maybe it’s a high-scoring affair—a wild 10-to-7 game with plenty of home runs and questionable pitching performances—yielding a bounty of baseball statistics ranging from the traditional (batting average, strikeouts, …

Achieving a total view of attribution is an iterative process which requires a combination of econometric modelling and digital attribution, according to an industry figure. In a WARC Best Practice paper, How to develop an attribution model for your brand, Patrik Sahlin, a principal consultant at Ebiquity, offers a practical introduction to these two main branches …

Even three years after Scott Brinker and Laura McLellan’s HBR article on The Rise of the Chief Marketing Technologist, the space continues to still see tremendous growth both in size and breadth. During the same time, the number of vendors in the martech landscape has quintupled from just under 1,000 to over 5,000. While recent predictions pointed to …

Ever since 1996, when Morgan McCall, Michael Lombardo and Robert Eichinger asked 200 executives to self-survey how they thought they learned, the principle of 70:20:10 has become commonplace best practice, if not the perceived truth, for how people learn in the workplace. If you’re unfamiliar with the model, it suggests that “development generally begins with …

Brand consideration is a useful but often misunderstood metric and one that may not always be the best measure to assess advertising, according to two industry figures. In a WARC Best Practice paper, Understanding brand consideration, Dominic Twose, Global Head of Knowledge Management at Kantar Millward Brown, and Polly Wyn, a Senior Research Analyst at the …