The blog

In this episode, David Vansteenbrugge, Managing Director at addData joins us to explain how digital transformation helps companies adapting to customers’ needs and new behaviour by leveraging new technologies in order to improve customer experience.

Implementing Growth Marketing in a highly regulated environment like pharma sounds like a crazy idea, right? How could you, if you’re dealing with many limitations and barriers such as the overload of policies and restrictions, the high involvement of different stakeholders, the long validation and approval processes and the lack of a structured approach when starting a new project? Moreover, physicians and patients often show a lack of digital engagement through digital channels. So why would you even consider it, as the world of Growth Marketing seems just too different from the world of pharma?

Over the last couple of years, the energy market has become increasingly competitive. There's a major focus on acquisition; think of attractive promotions and comparison websites, which imply that a customer can easily switch suppliers and save money.

I struggled, but I had fun while doing it. This is what sums up my Immersion Camp experience.

Une première étude sur la motivation sous-jacente des choix des consommateurs réfute certains postulats antérieurs

Eerste onderzoek naar onderliggende motivatie voor consumentenkeuzes ontkracht eerdere veronderstellingen

Let’s start with a question. What do you think is the most polluting: a paper advertisement brochure or a marketing email? Let me guess, you said the paper brochure. Actually, the answer is not that simple.   In this article, we discuss a more sustainable alternative for paper brochures that will at the same time increase your conversion rate. I will start by telling you this much - the solution lays in the combination of emails and paper folders. It’s all about the right content, on the right time in the right shape. But first let’s look at some data. Are you more interested in the solution, in that case you can directly go to the second part.

Healthcare companies arrived rather late at the digital party, but the good news is that they are catching up as we speak, which makes this an extremely exciting time! As many of our customers active in the healthcare industry, we are witnessing an interesting shift. Not only are companies setting up partnerships and ecosystems with tech providers or start-ups, but they are also taking steps within their organizations by, for example, creating new job roles with a focus on digital and/or customer experience.  

Let’s start with a question: What do you think is the most polluting: a paper advertisement brochure or a marketing email? Let me guess, you said the paper brochure. Well, the story is not that simple.

When a company starts, their focus generally lies on attracting new customers. Their marketing efforts are therefore almost 100% focused on customer acquistion. It is at this moment that the value of a real marketing generalist shines through, and they get praised (yes, you should praise your marketing team from time to time, we like that) for being able to create an overall story and strategy which makes sense and brings in new business. However, where this approach makes complete sense in the beginning, chances are that once your company has reached a certain level of maturity, there is less and less value to be won with new customers. Instead, more efforts need to shift towards the existing customer base, and so should your marketing team's competencies.