FUTURE FRIDAYS #6:
The future of performance
All beautiful things must come to an end, even the &KOO Future Fridays. Since it was the last week of our informative webinar series, we ended with a bang. Ruben talked us through the future of performance through content and Eva & Bert showed us the future of Social Media Marketing.
Ruben kicked off our last webinar. Thanks to the rise of social media, brands have started developing strategies based around performance. What started as the perfect road to sales, soon became the fastest or the shortest road, while not always being the most effective. Digital performance has become a “least effort”- approach. Performance has been found unimportant by many because of a lot of misconceptions, but in the path from consideration to sales, performance is the key.
Using adapted KPI’s and a broader platform mix to create more room for content is necessary for gaining the most out of your performance strategy. Ruben introduces these factors in a new, adapted funnel, using this funnel from the awareness to the conversion phase. Ruben concludes that content is the key in this entire process because it works on all layers, creatively and practically. We have the platforms, we have the reach to gain a lot of awareness. We are only holding ourselves back.
Social media advertising has shifted from the marketing managers gut feeling to algorithms. This is why Eva & Bert think the future of social media lies in rethinking the advertising funnel to make better use of algorithms. They found 2 problems in the current funnel: targeting is often based on gut feeling and engagement does not correlate with purchase intent.
Based on these flaws a version 2.0 is created based on data input and data gathering or choosing one superhero channel that best targets the one key trait or search intent of the audience. The funnel is completed with reaction-conversion, choosing the rights metrics to measure success, it’s not about the likes and the low cost per engagement. The new social media funnel gives the algorithms all chances to prosper and gives you more space to correctly use the new adapted funnel.
This concludes the Future Fridays, hopefully the last six weeks brought you something to think about. The triple threat that was Ruben, Eva & Bert delighted us with their professional experience in their respective fields and couldn’t be better experts to end the webinar series that we have created.
FUTURE FRIDAYS #5:
Brands as a Service
The second-to-last week of Future Fridays was an extra-long webinar performed by Glenn Fellows, the master strategist who talked us through the evolution of brands–to–brands as a service.
In his webinar, Glenn shows us how he thinks brands will evolve from presentation to utilization. He believes that a brand is not just a logo but an embodiment of your company. A brand isn’t something you can design, but it is supposed to be a reflection of the values, emotions, ambitions, culture and processes that happen. All these factors come together in one word: purpose. Something that isn’t always seen as a priority next to profit. Glenn finds it much more interesting to talk about profit through purpose, accentuating the importance of showing the convictions of your brand.
With purpose comes an area that you can’t manage exactly how you want it, you can’t force people to agree with your convictions and buy your brand. Glenn introduces a new term: “the zone of control”. By defining the path of interaction with the customer,we can enforce the touchpoints that we control while also minimalizing the frictions in the customer’s path. By giving the customers the tools to take on these frictions, we can control the path of interaction even more.
The main question of Glenn’s webinar remains. How do we facilitate the frictions and dark spots in the consideration phase? No journey is without a hurdle and Glenn knows that. He believes that by using a utility mindset in the consideration phase, we can take away the negative emotions such as fear of risk and replacing them with feelings of comfort and security, a brand can really become more than a logo but a real service.
This rounds off the fifth week of Future Fridays. With great examples, insights and even his own new terms, Glenn showed us what brands are capable of and were the possibilities lie in purpose through profit.
Were you not able to attend the Future Fridays or do you want to experience the webinars once more? You can watch Glenn’s webinar here.
FUTURE FRIDAYS #4:
The future of digital transformation
As we entered the second half of our webinar series, digital mastermind Simon Meers and creative pioneer Veerle Vandenbroucke presented us their futuristic ideas. Simon showed us the future of digital transformation and Veerle taught us what the future of creative advertising holds.
“Digital has changed the world so much, it has become the world”, the first quote that Simon shows us is immediately the perfect one. Our world has spiraled into an environment where the smallest acts like shopping to more complex things as entertainment and communication have gained a digital component. Digital terms like AI and VR have seeped into our reality, businesses have to be dynamic and able to adapt to these changes. The covid-19 pandemic put a booster on this digital transformation and changes that were planned for the coming years have happened in a few months.
There are a few factors that caused this evolution to explode and cause these disruptions. Transaction costs have decreased and the entry barrier has almost evaporated, giving many people the chance to start something and make their own success. The generational shift and the increased connectivity in the world have been decisive factors together with the unprecedented automation that has influenced the world. It’s no longer the big beating the small, but the fast beating the slow. An agile strategy is the ideal recommendation for adapting to this environment and surviving the digital transformation.
It is our human instinct not to stand out. To be afraid of getting all the attention. Veerle explains us how this works with brands, how they can stand out and what the dangers are of not standing out. Avoiding generic advertising is very important. Veerle teaches us by showing different ads of smartphones, what catches the eye is that they all look exactly the same. Why do we do this? When we stand out to loudly, everyone watches. Nobody wants to be the weird kid at school.
Going with the flow of things makes us feel safe and we know what the risks are of standing out. But for brands this is not the case. Brands should be weird, brands should be bad, brands should stand out. Being creative and being bold pays off. A great example is Oatly, a non-dairy milk brand that has made its name by being absolutely fearless, confronting the Swedish milk Lobby in the process. Standing out can be a risk but being different always carries its risks, what matters is the payoff.
Adaptability and uniqueness where the 2 biggest subjects in last week’s webinars presented by the amazing Simon Meers and Veerle Vandenbroucke. Rounding off our 4th week of Future Fridays, they propel us into the final 2 weeks or our insightful webinar series.
FUTURE FRIDAYS #3:
The Future of Voice in a Post-Covid Era
The world is changing, constant evolution occupies the mind of every innovator and entrepreneur. To give our &KOO experts a platform to speak about the trends in their field we founded the &KOO Future Fridays, bringing you 13 speakers over 6 weeks. Each week we will summarize the most important insights brought by our &KOO professionals during our Future Fridays.
Francesco Cilurzo and Jenthe Blockx were our 2 speakers in the third week of Future Fridays. 2 geniuses who use their time trying to find innovative and technology-boosted solutions for businesses. Francesco showed us his thoughts on a direct-to-consumer future for brands while Jenthe guided us through the future of voice marketing.
There is a problem with the definition of direct-to-consumer. When people think about DTC nowadays, they imagine web shops and e-commerce, something that Francesco finds a bit oversimplified. He explains that direct-to-consumer is actually all about empowering and/or bypassing the traditional channels of distribution in order to build a direct relationship with the consumer. That direct relationship being the collecting of data, understanding your consumer, providing service and making your brand more visible.
By understanding and working on direct-to-consumer you avoid flying blind and not being able to anticipate on the behavior of your consumers. Francesco shows that the goal of DTC is to control the experience and eventually the conversation that you have with the consumer. Controlling the experience can be done by engaging consumers and by empowering and pressuring your channels. The final step of controlling the conversation is done, as Francesco said, by bypassing the channels in 3 forms:
- Full bypassing
These methods will help overcoming the hurdles of the future of direct-to-consumer.
The covid-19 pandemic has spiraled our world into a no touch economy. When Apple launched Siri in 2011 it was merely a feature, competitors soon followed with technology like Cortana, Alexa and Google Assistant. What was a feature soon became a personal assistant and with that the key to the economy that the virus has created. We went from “Why voice?” to “Why can’t I do this with my voice yet?”, a clear example of the change in dependability that has occurred.
Jenthe explains that using voice, boosts the results of different online applications. Online shopping, ticket sales and lead capturing are 3 very big examples where sales or leads are more than 10% higher through the use of voice. It’s important to optimize for voice by getting to know the ‘trigger’ words most often used to ask questions and by using voice-friendly copywriting. This way we can use the potential of voice to its fullest extent.
We have reached the middle of our 6-week webinar series, the third week was an interesting week filled with advice for adapting to the future and optimizing the technology of the future from 2 of our most innovative experts, Francesco and Jenthe.
FUTURE FRIDAYS #2:
The Future of SEA & The Future of Multichannel
The world is changing, constant evolution occupies the mind of every innovator and entrepreneur. To give our &KOO experts a platform to speak about the trends in their field we founded the &KOO Future Fridays, bringing you 13 speakers over 6 weeks. Every week we summarize the most important insights brought by our &KOO expertsduring our Future Fridays.
For the second week of our Future Fridays we put together experience and young talent with digital genius Arend Verschueren and business architect Jan Heyens. Arend taught us about the future of search advertising while Jan guided us through the future of multichannel. Arend explains that the future of search advertising is a paradox, like a knife that cuts on both edges. Because Google ads has become more accessible and easier to learn, everyone is starting to use and apply it to their businesses. This makes understanding the tools thoroughly a necessity in a more competitive environment.
Google ads is extremely user-friendly, offers smart-options and is almost entirely automated, all factors that make it very easy to use. On the other side this creates more competition, let’s marketers re-think how they do campaigns on Google and where their business value comes from. The privacy-first culture that is on the rise with the disappearance of cookies will also make it harder to target your audience. As a finishing statement Arend teaches us that an approach that is based on value, creativity and context will be key to succeed in this new environment.
Do you want to use multichannel for more sales or do you want to use it for a better customer experience? A short-term strategy with immediate turnover versus a long-term strategy where you’ll reap the benefits of creating a better experience for your clients. Jan started off his webinar by showing the potential of a multichannel strategy, although he focused on customer experience.
If you want to focus on customer experience, multichannel becomes omnichannel. Jan tells us that a lot of companies are still all about multichannel even though they think it’s a omnichannel approach. Most of them have a siloed approach while they should be busy putting the customer in the middle of all their services to create a 360-degree view of the customer. Something that isn’t as easy as it sounds.
The second week of Future Fridays was one filled with strategy and differentiation. Arend and Jan delivered us some amazing insights on standing apart from your competitors and made us even more excited about the remaining weeks of Future Fridays.
Were you not able to attend the Future Fridays or do you want to experience the webinars once more? You can watch Arend & Jan’s webinars here.
Join us this Friday for the third week of the &KOO Future Fridays where Francesco Cilurzo and Jenthe Blockx will welcome you with their digital and entrepreneurial trends!
FUTURE FRIDAYS #1:
The Future of Idea’s & The Future of Purpose Driven Marketing
The world is changing, constant evolution occupies the mind of every innovator and entrepreneur. To give our &KOO experts a platform to speak about the trends in their field we founded the &KOO Future Fridays, bringing you 13 speakers over 6 weeks. Every week we will summarize the most important insights brought by our &KOO experts during our Future Fridays.
Last week we kicked off the &KOO Future Fridays with 2 of the most innovative and creative experts we have to offer. Seb De Roover showed us what the future of idea’s holds while Kristel Vanderlinden taught us about the future of purpose driven marketing.
In Seb’s webinar he doesn’t talk about the ideas that will change the future or will change the way we do marketing, instead he tackles one central issue: “What is the creative arena in which ideas will be cultivated and what is the environment that our ideas will adapt to?” Seb believes that the future of ideas lies with the subtlety in which they will be presented. Instead of attracting as much attention as possible, we should bring our brand into the consumer’s living room as inconspicuously as possible.
In Kristel’s eyes, brand purpose is business purpose. Consumers are no longer interested in only your marketing but also in your inner workings. What are your initiatives in sustainability, equality, diversity, the wellbeing of your employees and your suppliers? Customers need more trust and more transparency, they need to support your brand and what the brand stands for.
Depending on the ethics and values of a business, customers will decide whether to make or break a brand. Using your purpose as a selling trick has become morally and socially questionable and is something our society has outgrown.
Subtlety and transparency, 2 keywords from last Friday’s webinars and 2 of the biggest working points for the future in the eyes of our experts. Seb and Kristel have opened our eyes to the possible troubles these factors can cause and taught us that they are solvable with your own innovation & intelligence.
Were you not able to attend the Future Fridays or do you want to experience the webinars once more? You can watch Seb & Kristel’s presentations here.