The blog

Research from Richard N. Foster has shown that the average lifespan of companies listed on the S&Ps 500 – the 500 most valuable companies traded on the U.S. stock market – was 61 years back in 1958. Today, the average lies more around 18 years. At this pace, 75% of the companies quoted today on the S&P 500 are set to disappear by 2027. Too big to fail? For FMCG companies, growth is no longer a given. Quick wins have become rarer, markets are becoming saturated, and the world has changed and evolved rapidly thanks to technology. A lot of smaller players have spotted opportunities and started grabbing market share from the big corporations. This triggers the question: How is it possible that small companies, with a fraction of the marketing budget of big FMCG companies, are winning more and more market share and hurting the big guys?

Telemedicine is a broad term. For the purpose of this article, we will define telemedicine as a two-way video and audio-based interaction between a healthcare professional and a patient concerning a health topic or issue, replacing a regular face-to-face conversation. For the sake of simplicity, the term virtual consultations will be used in the rest of the article.

The Innovation Team at Partena Professional is on a mission to disrupt the payroll industry with Payabl’. It’s a brand-new app which allows employees to decide when they receive the salary they’ve already earned instead of waiting until the end of the month.

To avoid this risk of failure when launching a new product or service, we revolutionized the Business Design Thinking framework by incorporating Integrated Data (ID) Marketing. By adding ID Marketing to your methodology, you put yourself in your customer's shoes while constantly checking in with them through validation. This is your key to successful innovation.

Since I was a kid, I’ve always been intrigued by sports. The tension, the competitiveness, the unreal happiness of winning and even the huge disappointment of losing are feelings that cannot be matched. As I wasn’t touched by a magic wand, my sporting career remained pretty recreational.

After a turbulent year in which quarantine, social distancing and lockdown have become part of our daily vocabulary, let’s take a look back at what we have learned as marketers. Which capabilities are crucial to step up and stand tall in times of crisis and to cope with the challenges we have all faced over the last months?

I’ve been working at The House of Marketing as a consultant for just over 2 years now and had the pleasure of working at 5 different clients, mostly in the FMCG sector but also in construction, B2B fashion & B2B services. Within this (relatively) short period of time, I’ve seen many of these clients struggling with the same topic, and that is getting the set-up of their marketing team right. Which capabilities do we need to remain or move ahead of the competition and cope with the continuous changes that affect the way we do marketing?

The mission: Define a digital channel strategy A team of digital channel experts was in search of their overarching digital (channel) strategy, in order to align themselves as one team, with one clear vision on digital channel marketing. The team, consisting of specific channel experts, were struggling to align on the broader picture. That is when this large Belgian retailer called in the help of The House of Marketing, to get a central perspective.

Green is the new black. Sustainability seems to be on every marketer's mind nowadays, and that’s how it should be. Driven by a clear shift in societal relevance, more and more companies are looking into how they can make their business offerings and processes sustainable. And we couldn’t be happier about it!

2020 will be remembered as the year we started to do things differently. Due to the COVID-19 outbreak, we suddenly changed the way we work, teach and socially interact. What did companies that were successful during this crisis do differently? What can we learn from them?