Our blog series ahead of the Brand Marketing Summit Europe is now coming to an end, with the third and final interview. In our previous blogs, we spoke to Michal Szaniecki and Bart Visser, both of whom are speaking at this year's summit.
Within the third interview of the series, we spoke to Arjen Vissers about how a marketing strategy with a structured approach that aims to build his brand is his focus for 2019.
Arjen Vissers is the Managing Director for Marketing and Communications for Aon leading strategy creation and implementation. With over 30 years’ experience in marketing, communications and sales in both B2B and B2C industries, Arjen has led a strong focus on digital channels and data-driven insights.
To see the full range of incites from the speakers of the summit, take a look at Incite Group's exclusive whitepaper.
Creating growth and building the brand by deploying a marketing strategy with a structured approach on several (future) client’s group (main topics: thematic & industry campaigns and Account Based Marketing). Secondly, creating insights by data & analytics obtained by Marketing Intelligence and finally Identifying & optimizing the buyer journey/user experience.
The customer journey is crucial and the foundation for the approach towards (future) clients. The 'traditional' push campaign and (cold) calling initiatives are diminishing in relevance fast. Understanding (future) clients and following, predicting and adapting their behavior is the key to future success.
Over the years I’ve experienced that marketing maturity differences between companies are growing at a rapid pace. Especially 'traditional' marketing vs 'digital & data' advanced marketing is a clear trend. During the summit, I’m curious and interested in the latter group of peers who can share their experiences, pitfalls and successes.
Don't forget to access Incite's Group exclusive whitepaper to discover more of the insights gained from this interesting interview series.
Make sure you also find out more about this year's Brand Marketing Summit Europe and who is speaking, as well as download your brochure.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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