We live in an extremely fast developing world. As a consequence, the world of marketing is changing dramatically. How to deal with this as a marketeer or company? Read it here!
My view on marketing in the modern world
When I was young, my favorite moments on television were the commercials. Especially the funny commercials were really appealing to me. Can you imagine it now? That you are going to sit down to watch some TV-commercials? But this is what we did 30 to 40 years ago. The impact of TV-commercials was enormous. Companies like Procter & Gamble and Unilever grew daily due to these commercials. Marketing used to be easy in that time. The ways you could reach consumers were limited and marketing was a one way street from companies to consumers.
Today it is all different. We switch to another TV-channel as soon as the commercials are starting. If we watch something on YouTube we can’t wait to click on the ‘skip ad’ button. We prefer to watch entertainment at ‘on-demand’ initiatives like Netflix. Popups on websites are clicked away with annoyance. We have withdrawn our subscriptions for papers and magazines. We have a ‘No junk mail’ sticker on our mail boxes. Before we buy something, we sort it all out on the internet. We walk into a store, grab the product we want and pay. Meanwhile we avoid contact with salesclerks, because the last thing we want to hear is a sales pitch.
You and me are no exception in this. The last 5 years, the consumer has changed a lot. Anno 2016, the consumer has a much lower tolerance towards commercial messages than in 2009. This is an development which is already there for more than 20 years, but moved on apace in recent years.
A lot of this decreasing tolerance towards commercial messages has to do with the ‘information-overload’ we are facing. On a regular day we process 9 times more information than in 2009! But we still have the same 24 hours in our day. This means that time has become our most valuable asset. As a consequence, we are developing a natural shield to protect us from all these ads. And this Tsunami of (commercial) information will grow exponentionally. More and more of our ads will drown in the ocean of information. The consumer has become almost intangible, which means that we have to change the way we’re executing marketing.
How? I think that ‘relevance’ and ‘heartketing’ should be the two keywords on every marketing agenda. Relevance is maybe a bit of an open door. It is not for nothing that you can’t open your Twitter timeline without seeing terms like ‘Big data’, ‘Data driven marketing’ or ‘Marketing automation’. The use of data in marketing is hot. Nevertheless is the number of companies who have an excellent strategy on this subject, relatively rare.
There is a thing about the hype around data driven marketing which annoys me a bit. This is the fact that a lot of ‘experts’ place data at the centre of their presentations and blogs. But the use of data is just a mean and not a goal. So what to do? Put the customer in the centre of your data driven marketing strategy. What is his/her (potential) customer journey? Which touchpoints does he/she encounter during this journey? Data is only worth something when you are able to act on it. With acting on it, you have just one goal as a company: making the customer journey as relevant as possible. This means that for every touchpoint you should describe the ideal experience and the customer data which is necesary to make this experience possible. Eventually you have described your ideal data profile for your customers. Then it’s time to think about ways to identify your customers at these touchpoints, both online and offline. With the developments we’ve experienced the last few years, there are (almost) no restrictions in the possibilities to identify customers. Next, it’s up to your IT department to connect the data flows and the different marketing software solutions with a customer data platform. Thereafter it’s time for marketing to set the rules for data capturing and implementing this data into the different marketing channels. Sounds hard and difficult? It is not an easy expedition, but it is definitely something which is necessary to help you to stand out in the (earlier described) Tsunami of information which consumers are facing.
But is an excellent data driven marketing strategy the wholy grail? No.. You are growing your chances that you customer is (extremely) satisfied about the customer experience, which will have a positive effect on sales. However, you are not the only one who is able to do this. In five to ten years, relevancy through the whole customer journey will be the standard. In the future it won’t be an enduring competitive advantage. But what will?
If all the companies are going to look like each other with their services & products and with an excellent customer experience, than there is only one competitive advantage left: the way people feel about a brand. People don’t but what you do, but why you do it. And what you do simply proves what you believe. That is why companies should focus on ‘heartketing’: building a brand that is appealing to customers based on deeper values. More than ever are people looking for brands where they want to belong to, according to mutual values. Think about Harley Davidson. The reason that a lot of people have a tattoo of their logo and not of Suzuki, has to do with the fact that they can identify themselves with the main value of Harley Davidson: complete freedom.
There is an scientific explanation for the success of ‘heartketing’. Our brain is devided in two halves: the neocortex and the limbic part of the brain. The neocortex is the part that let’s us rationalize things. When you are talking to a sales clerk in a shop when you want to buy a TV, this part of the brain will judge the different TV’s on specification’s, price, etc. The limic part of the brain is responsible for emotion, pleasure en motivation. Companies who appeal to our deeper values are connecting with our limbic part of the brain. And first you need to have the right feeling, before you can rationalize a purchase. And the kind of feeling you give as a company, is something intangible. It can’t be copied and can give you an enduring unique competitive advantage over your competitors.
So let’s take the responsibility and better our lives. Let’s start reaching the people who count instead of counting the people we reach. And let’s start building brands based on deeper values which are appealing to customers. We have the power to make this world a tiny bit better. Let’s do so, because there is already enough misery in this world…
2016 - Now
Head of Development, TDE
TDE is a label of Tripe Double where i’m responsible for the management of all digital development projects (platforms, websites, apps, digital activations). This means responsibility regarding innovation, planning, scope and budget.
2015 - Now
Online Sportmarketeer, Triple Double
Active in the area of digital activations in sport sponsoring propositions for (large) Dutch and international companies. Also responsible for the development of fanbase marketing strategies and the implementation of these strategies at different organizations in sports.
2014 - Now
Owner (together with my brother) of this webshop in wooden lifestyle gadgets (watches, sunglasses and more). Without any advertising this webshop has grown into one of the leading webshops in the market. My role is to maximize the turnover by making use of smart digital marketing strategies.
Project Manager, OutBox Matters
Responsible for streamlining the processes and communication between RNW, Dance4Life and TrINC Media within the Love Matters project in Kenya.
Online Campaign Manager, 1%CLUB
Responsible for the online communication of the 1%CLUB during the year with a special focus on the end of the year fundraising campaign “The Week of the Newly Rich”.
2010 - 2012
Master Degree, Tiburg Univeristy
Master Degree in Marketing Management, with a focus on Social Media
2003 - 2007
Bachelor Degree, Arnhem Businesschool
Bachelor Degree in Commercial Economics, with a focus on sportsmarketing
1997 - 2003
VWO, Candea College
High school education, with a focus on economics.
- Brand management0
- Cross channel marketing strategy0
- Digital activations0
- Online marketing strategy0
- Data driven marketing strategy0
- Data collection0
- Coversion optimalisation0
- Community management & webcare0
- Social media advertising0
- Google Analytics0
- Team management0
- Project management0
If you want to get in touch with me, please send me an email or contact me via social media. I will be more than happy to answer any question!
Get in touch
References from superiors
Lode BroekmanMarketing Manager Kras
I've experienced Michiel for more than a year as a hard working colleague with the following characteristics: very result driven, eye for detail and improvements, innovative and a true team player. He also has a great sense of humor. I would describe him as an experienced and skilled professional in the digital marketing area, an addition to every marketing department.
Winni NotenboomOnline Marketing Manager Kras
Michiel is a very driven and professional online marketer. He is able to put the theory into practice and has a very pragmatic way of working. He is very committed to his responsibilities and he has the ability to convince people easily due to his knowledge and his presentation. I've experienced working with Michiel as something joyful, due to his personality and his important role in the team proces.
Marianne GybelsDirector OutBox Matters
Michiel has proved himself as a great projectmanager in the 'Love Matters' project. His knowledge about social media and especially Facebook was really helpful. His structured way of working and his skills to manage processes have resulted into a successful project, despite the complexity of it with different stakeholders. This project also proved that Michiel has the right characteristics to bind different cultures in an international project.
Suzanne van StraatenE-Commerce Manager 1%CLUB
Michiel had a crucial role in our end of the year campaign "The Week of The Newly Rich"! As online campaign manager, he doubled the interactions with our online community and he also increased the number of website visitors. He was also responsible for the acquisition of numerous new Facebook fans due to the deployment of smart Facebook advertising. Michiel was able to pull this off really quickly and gave a sharp analysis afterwards, where we could build on in the following year. And besides his skills it's just really good fun to work with Michiel 🙂
Niels JansenSocial Media Manager 1%CLUB
Michiel has developed himself quickly as a stable and creative factor within the 1%CLUB. Knowledge of online concepts and community management, a broad background in (social media) marketing and dedication are the first thing which come to mind when i have to describe Michiel.
Amen! 🙏 t.co/hIRtFuDUz4
Deze mannen verdienen allemaal een monument. Wat een koers! #StradeBianche
Absolute droombaan voor een FE-developer die gek is van sport! Wie grijpt zijn kans? t.co/fxjG2r2GJ6
Hoe puur wil je het hebben? 👇 t.co/G1uSa151UQ
Heerlijk! De tijd van zondagen in de trainingsbroek op de bank gaat weer beginnen :) t.co/hqotLV8Imz