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Structured marketing strategies for growth: Interview with Arjen Vissers

By Dave Chaffey 30 Apr, 2019
Essential

"The customer journey is crucial and the foundation for the approach towards (future) clients" Arjen Vissers, Managing Director for Marketing and Communications at Aon

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.

Structured marketing strategies for growth_ Interview with Arjen Vissers

What are your top three priorities for 2019 when it comes to your brand's marketing strategy?

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.

What new technologies or trends do you see impacting marketing and customer engagement in the wider industry this year?

  1. Marketing Intelligence/Data & analytics-driven companies
  2. Marketing automation integration with CRM
  3. Digitalization already for a couple of years

How important to your brand is understanding the customer journey and delivering personalized experiences to your customers?

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.

As a speaker at this year’s show, what are you hoping to learn and take away from the summit?

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 marketing publisher and learning platform Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a 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. To learn about my books, see my personal site Digital marketing books by Dr. Dave Chaffey. 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. Please connect on LinkedIn to receive updates or ask me a question.

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