The blog

Growth experts Oliver McAllister, Eva Dillen and Alicia Bandinelli share their view on and experience with Growth Marketing.  How do we do Growth Marketing? What is so unique about our team? Watch the video and tap into the world of rapid experimentation! 👇📽️

Multipharma is a premium distributor of pharmaceutical and para-pharmaceutical products in Belgium, with a strong focus on customer service and advice. The company’s historical backbone is a network of today over 270 pharmacies in the Belgian market. Recently, the online e-commerce channel has been added to the retail mix. Galvanized by the high sales ambitions for 2019 and low Q1 results, they contacted us to tackle several challenges: To increase the e-commerce revenue growth To install best-in-class customer acquisition funnels and boost conversion rates. To accelerate digital maturity in order to determine the key tactics for success and identify the opportunity gaps. To support the digital gap and to transfer knowledge to the current team for similar approaches in future.

Had you told your friends or family in 1997 that you were buying a car online, you would have got some strange looks or even been laughed at. But what’s the story today, 20 years down the road? Would they still be laughing? This is where we are right now: The growth of e-commerce has been unstoppable for many years now already. People of all ages love to shop online and can easily find anything on the web they want to buy immediately. And there is still a long way to go! With all the current technologies, this growth is expected to continue and even increase to unprecedented levels.

Today, disruption has impacted almost every aspect of business as a new relationship between companies and customers has taken center stage. The retail industry has been undergoing a radical shift over the past few years. Driven by reshaped customer expectations, the availability of data and the rise of new tools and technology, new business models or market dynamics have emerged. Just take automated stores, virtual showrooms or D2C (Direct to Consumer) models, for example, such as Dollar Shave Club (men’s beauty-care), Barkbox (pet utilities) or Casper (mattresses). The go-2-market has also been impacted, as the customer experience needs to be increasingly personalized: Consumers today are hooked on the real-time, customized world of digital landscape, while retailers have to reach them in new and exciting ways. On top of that, customers are demanding more sustainable businesses (shopping local, healthy food, cultural diversity)… raising new challenges for marketers in the retail industry. Enters corona… For some retailers it means filing for bankruptcy, for others it means coping with the growth by fixing internal processes,… for all it means showing resilience, creativity and courage to reinvent the way they work and adapt to this new reality. Corona has clearly accelerated some shifts in consumer behavior that retail marketers should take into account. We share 6 trends to get you started!

Content strategy, marketing automation, inbound channels – these topics aren’t new anymore. In fact, more and more companies are getting their hands dirty in content production, as they understand the power of developing a new, future-proof and strong sales engine. Having had the chance to work in different sectors on the development of content strategies myself, I’d like to take a moment to discuss the evolution of content strategy with some examples, but also actionable advice for you to act upon today.

Like most other festivals, Tomorrowland is a no-go in times of COVID-19. Instead of skipping a year, the organizers have launched a digital alternative taking place July 25th & 26th: "Tomorrowland around the world, the digital festival".  Via their computer, smartphone or tablet, visitors of all ages can explore the digital festival site and attend sets of their favorite artists. All stages are built in 3D, although DJs perform live. Even the fireworks and lazer shows are translated digitally. Nevertheless, Tomorrowland remains an unforgettable experience that can be considered as a corporate religion. To stay in this spiritual mindset, we summarize the important marketing lessons of this spectacular event as we've known it before corona came along – in the form of 10 commandments. For eons the 10 commandments have been an important source of inspiration for believers and even for non-believers… so why not use this to show you the way for all your marketing initiatives?

How can businesses continue growing, at least as fast as their competitors? These are undoubtedly amongst the main challenges of the remarkable year 2020 has become.

Diegem, 24 juin 2020 – La santé: il s'agit de la principale préoccupation des consommateurs dans le contexte actuel. Comment les entreprises répondent-elles à ces préoccupations? Au cours d'un webinaire en direct, les intervenants Ignace De Nollin (SmartWithFood/Colruyt Group) et Christophe Jauquet (auteur de Healthusiasm) partageront leurs points de vue et leurs expériences, inspirant les participants à intégrer la santé dans leurs propres stratégies. Le jeudi 2 juillet, The House of Marketing organise un webinaire interactif en direct consacré à l’« Healthusiasm ». Dans un monde secoué par le COVID-19, la santé n'a jamais été aussi importante. Pour répondre aux attentes en mutation des consommateurs, les entreprises doivent intégrer la santé à leur stratégie et aux trajets clients. Ce concept a été baptisé « Healthusiasm », explique Bert Van Eeckhoudt, Healthcare Specialist au sien de The House of Marketing et hôte du webinaire.

Diegem, 24 juni 2020 – Gezondheid: het is de voornaamste bezorgdheid van consumenten vandaag de dag. Maar hoe spelen bedrijven in op die nood? Tijdens een live webinar delen sprekers Ignace De Nollin (SmartWithFood/Colruyt Group) en Christophe Jauquet (auteur van Healthusiasm) inzichten en ervaringen, die deelnemers inspireren om gezondheid te integreren in hun eigen strategie. Op donderdag 2 juli organiseert The House of Marketing een live, interactief webinar over healthusiasm. “In een wereld opgeschrikt door COVID-19 is gezondheid nog nooit zo belangrijk geweest. Om tegemoet te komen aan de veranderende verwachtingen van consumenten, worden bedrijven uitgedaagd om gezondheid te integreren in hun strategie en customer journeys. Dat concept heet ‘healthusiasm’”, legt Bert Van Eeckhoudt, Healthcare Specialist bij The House of Marketing en gastheer van het webinar, uit.

First things first: What does innovation actually mean? We describe it as creativity, yet the kind that creates business impact. Yes, innovation covers brainstorms about new ideas and technologies, but the key goal is to ensure sustainable growth. An innovation strategy enables you to introduce both small-scale and radical changes in your processes and offerings to provide customer experiences that can sustainably outperform your competition.