Author Archive | J-P De Clerck

8 steps to make your marketing GDPR-compliant

The EU General Data Protection Regulation (GDPR) kicks in on May 25th, 2018 for all companies processing personal data of citizens in the EU, regardless of where they are based. This essentially means the majority of marketing organizations across the globe. According to research regarding GDPR compliance and awareness, most US companies are well aware […]

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The changing marketing technology stack in 2017

The marketing technology ecosystem is about to be expanded with more emerging technologies. An interesting phenomenon, however, is that there seem to be major differences between the technologies that marketers want to use more in 2017 in the US and those which are ranked highest on the list of marketers in other countries. If we look […]

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Customer experience and the Internet of Things: a reality check

The largest potential of the Internet of Things (IoT) from a customer experience – and marketing – perspective is generally seen in next generation smart devices, appliances and applications in the consumer space. The glue that needs to make it happen: data, put into context and turned into actionable intelligence. However, the so-called Consumer Internet […]

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Content Marketing Conference 2014 – the overview

Helping organizations succeed with content marketing by creating customer value and business value using content marketing. That’s what the Content Marketing Experience Conference 2014 was all about. Organized in Antwerp (Belgium) by i-SCOOP’s Fusion Marketing Experience, the Content Marketing Experience Conference was the ‘place to be’ for everyone interested in an integrated content marketing and […]

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Content marketing: a customer-centric manifesto

Content marketing is not an island. It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. We like to call it the Copernican view, the outside-in view as part of a broader ubiquitous optimization mindset. Creating business […]

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Thinking About Using Marketing Automation? Remember Content!

Marketers realize that an omnichannel customer can only be served properly when having a single customer view. The rapid growth of the demand for marketing automation has proven that increasing awareness. Omnichannel, multi-channel, whatever you call it: all channels matter in the buying journey. Some channels are more popular among specific target audiences or during […]

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Content Marketing Culture: Connecting the Content Management Docs

I often notice posts about how to create a content marketing culture. In most cases a crucial part is missing: content management and intelligent information management in general. In practice, the advice provided in blogs about the creation of a content marketing culture in reality often revolve around setting up a content marketing strategy, creating […]

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The Connected Customer Journey: Rediscovering Customer-Centricity

A customer-centric and integrated marketing view, based upon the customer journey and lifecycle, in correlation with touchpoints, customer experience optimization and persuasion/conversion architectures is not new. But apparently it’s rather new in social media marketing and other marketing techniques. The fact marketers – at last – start to connect the integrated marketing dots, in social […]

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