Program Hands-on Digital 2019

Jan Algoed - Dallas

The future of marketing                      

It is of course an "educated guess" on how communication will evolve (based on what is already happening today). For a long time I no longer make a distinction between "normal" and "digital" marketing: everything today is digital or a reason for digital marketing. I will talk about accessibility, trust and authenticity. These are the determining factors for the success of advertisers today.


Tom Evens – Universiteit Gent

Digital platforms, business models and the role of data

This presentation focuses on the business models of the notorious GAFA, which have established themselves as the leading digital platforms. Whereas Google, Apple, Facebook and Amazon are often portrayed as similar, all are based on different business models. What they share, however, is the centrality of data in the way they sell services and earn money. This presentation will analyse how these platforms work and identify the key basics underlying their successful business models.


Frederik Vermeire – WiSEO (Nederlands)

Zoekmachine marketing

Frederik werkt sinds 5 jaar op de zoekmachine zichtbaarheid van één van de hoofdspelers in de immo branche, namelijk Dewaele Vastgoedgroep. Dewaele Vastgoedgroep heeft een kantoren netwerk met meer dan 20 kantoren. De groep specialiseert zich in particulier vastgoed, bedrijfsvastgoed, syndic beheer, exclusief vastgoed en zelfs een eigen verkoopsplatform voor doe-het-zelvers.
Hoe kunnen we de "bricks" vertalen naar "clicks"? Hoe kunnen we ze samen laten werken? Hoe kunnen we de stijgende concurrentie te snel af zijn? Welke kosten zijn verbonden met zichtbaarheid van SEO & SEA. Frederik geeft unieke inzichten in zijn strategie om zoekmachine machines te verleiden zodat jij ook weet hoe zoekmachines werken en hoe je er meetbare resultaten kunt uithalen.


Sergi Calvo Soler – Alpro
Alpro: From Digital Zero to Digital Hero

How do you become a digital frontrunner brand? What does it take to be successful in this field? Join the Alpro journey throughout the last 10 years, from digital dummy all the way up to Best Digital FMCG Brand in 2019. This session covers the internal change that this transformation required as well as the strategic decisions that shaped our past, define our present and will guide our future.


Egelyn Braun – European Commission

Influencer marketing: challenges for EU consumer law and the New Deal for Consumers

Influencer marketing poses new challenges for the existing EU consumer law framework and for its effective public and private enforcement. The presentation will address the role of the Unfair Commercial Practices Directive, the Audiovisual Media Services Directive, the 2018 Commission study on social media marketing and the package of legislative proposals called the “New Deal for Consumers”.


Elke Sockeel – Goldiloks

Life as an influencer

Elke Sockeel shares her experiences on the field and explains how recent developments in social media and digital marketing are constantly shaping her job as an influencer.

She will mainly focus on the following topics and discuss them from an influencer point of view:

  • Becoming an influencer: How do you become an influencer? How do you build up online reach? How can you brand yourself on social media?
  • Influencers and brands: How do you create 'viral' posts and content?
  • Trends on Instagram: authenticity and ambassadorship
  • The future of influencers: Will this phenomenon reach a peak before disappearing or will influencers become the new 'creative directors' of the future?


Julie Vermeire – WECANDANCE

Digital Marketing WECANDANCE

Marketing is almost impossible without digital marketing, but what exactly does it mean? Every marketer gives his own interpretation, but the base remains the same. You start with the right questions, the right "why" and look for the right strategy. Julie Vermeire, who has been a brand manager at WECANDANCE Festival for three years and is currently paving her way in digital marketing, shows you how to best shape your plan.


Rebeca De Dobbelaer – OMCollective

Automation and voice search

These days, voice assistants are popping up everywhere like there is no tomorrow. Within the next five years, these assistants will be the most commonly used devices for queries online. Voice marketing is therefore no longer a thing of the future, but rather a new advertising channel digital marketers need to deal with and need to guard against. During this session, we will dig deeper into what voice marketing is today, how it will evolve in the future, how it is connected to automation and how we can adapt to it as marketers in the continuously changing digital world.


Jan Algoed - Dallas

The Blockchain and Marketingcommunication

About a flirt that could turn into a very serious relationship. What exactly is the blockchain and what does that thing have to do with marketing communication? All based on very concrete examples.


Katrien Berte – Mediahuis

Audience centric advertising: targeted advertising on major news websites

Mediahuis is one of the largest print and digital publishers in Belgium. The website of our newsbrands De Standaard, Het Nieuwsblad, Gazet van Antwerpen, Het Belang van Limburg and several major classified sites reach almost 1,2 million surfers every single day generating a large amount of data. Using our data management platform we reuse all this information for personalized publishing and advertising campaigns. Large reach can therefore be used to target very specific audience, tailor-made to the advertisers’ needs. In this presentation we discuss our approach to targeted advertising and show a few success stories.


Valeri Potchekailov – Storychief

Content Collaboration and Distribution 

In this workshop, we'll focus on the importance of content marketing in your overall marketing strategy as well as on an efficient distribution in order to gain more reach and traffic for your brand.

Content is King, but Distribution is Queen and she wears the pants (J. Perelman). 


Dries Vertommen – Samsung

Samsung Employer Branding

In this workshop we will focus on the Employer Value Proposition Samsung wants to develop based on the input of our future millennial workforce to win the War for Talent.

What is important for you when you enter the jobmarket and define your employer of choice. What type of company culture are you looking for and what kind of values, benefits and opportunities will influence your decision making process.

Product Innovation is our strength but what employer marketing innovation do you suggest to bring our Employer Branding to the next level?


Pascal Deseure – Nanopixel

AR & VR in Advertising

As the technology develops and its impact grows, augmented and virtual reality is increasing in popularity. What opportunities does augmented and virtual reality open up for advertisers? Let’s see what advantages AR & VR have for marketers and advertisers.


Tim De Witte – MyShopi

Omni-channel consumer activation in an ever changing market

How to maintain customer loyalty in an ever changing market where retailers are under pressure (as a result of e-commerce popularity for example) and consumer habits are changing equally fast: price-sensitivity is increasing, the distance one is willing to cover for shopping is being reconsidered, new channels are being used to discover new products, etc. So let’s look into how offline and online media reinforce one another into activating consumers at the right time with the right kind of message and how they help gather consumer insights that allow for campaign optimization.


Ilse Bruwiere – Ipsos

Online communication and the role of market research to optimize campaigns.

Digital statistics can be scary and raise uncertainties with companies on the actual effect of their digital ads.

In this context, Ipsos shows how you can develop effective ad with the help of research.


Peter Depypere – BAM

How Big Data & AI are affecting Digital Marketing

Big Data & AI zijn buzzwords die alom tegenwoordig zijn maar deze termen worden te regelmatig buiten hun context gebruikt en de technische begrippen die worden gebruikt zijn vaak niet of moeilijk begrijpbaar voor het bredere publiek.. Tijdens deze sessie inspireert Peter de deelnemers rond Big Data en AI en toont aan welk disruptief potentieel Big Data en Machine Learning hebben op digitale marketing aan de hand van bekende en minder bekende voorbeelden.


Ynzo Van Zanten – Tony’s Chocolonely

The story of an unusual chocolate bar

Tony’s Chocolonely isn’t your average chocolate company, but a chocolate company with a huge mission; to end modern slavery and exploitation in the cocoa industry. With amazing chocolate recipes they set the example and show that chocolate can be made in a more responsible way; in taste, packaging and the way they build long term relationships with cocoa farmers and the way they handle an open and transparent value chain. Ynzo van Zanten, Tony’s ‘Choco Evangelist’ will tell the story of Tony’s roadmap towards 100% slave free chocolate and how everyone can join this movement. And who knows, perhaps you will leave with a nice bar of Tony’s chocolate to take home.


Jeroen Coeymans – SBS

Smart advertising on television

During disruptive times, also the television medium adapts itself. It takes advantage of the technology and develops methods to offer the consumer more relevant messages and give advertisers a bigger impact, this complementary to what is offered by the traditional advertising model.

Addressable advertising is a form of TV advertising through which a TV spot is being shown only to the pre-selected target group. The advertiser can choose from segmentation possibilities that are, in their turn, based on data gathered from the TV station and/or operator. In this manner, the advertiser can avoid that his spot reaches non-relevant contacts and may conceivable also result in irritating the viewers.

With Smart AD, SBS Belgium launched its own commercial approach to addressable advertising. By this initiative, SBS turned itself into a pioneer.


Justina Raizyte - EASA

Digital Ad Standards in Europe

Ad Standards are industry established codes or a set of principles that local advertising ecosystems voluntarily comply with. The European Advertising Standards Alliance (EASA) is the single authoritative voice on advertising self-regulation (SR) issues in Europe working with its member network - ad standards’ bodies and organisations representing industry practitioners  - to make sure that ads are legal, decent, honest, truthful and worthy of consumer trust in advertising and in brands. This is a big and challenging task, constantly facing new evolving advertising formats and changing consumer behaviour patterns. However, EASA members, some of which were established more than 50 years ago, proved many times that flexibility and adaptability are part of advertising self-regulation DNA. Nowhere has it been more clearly expressed than in SR efforts towards encompassing online and digital commercial communication practices under its remit. From EASA’s first edition of Best Practice Recommendations (BPR) on Digital Marketing Communications, introduced in 2008, to BPR on Influencer Marketing launched late last year (2018) – EASA network has followed the consumers wherever new technologies brought them and is already taking steps into addressing application of artificial intelligence, augmented reality and many more. In the age of such rapid developments and interactivity of users and content creators reaching new grounds – it is essential to spread the message of responsible advertising across all channels and audiences.


Camille Depuydt – Coolblue

Coolblue and its obsessive focus on customer satisfaction

In 1999, business students Pieter Zwart, Bart Kuijpers, and Paul de Jong founded Coolblue in Rotterdam. They wrote down their business plan on a beer coaster. The plan consisted of 2 goals: making money and setting the bar for customer-centric entrepreneurship. To set the bar for customer-centric entrepreneurship, our customers’ willingness to recommend us to others is essential. The presentation will explain you how Coolblue tries to realize this on a daily basis.


Karl Gilis – AG Consult
How to survive in the age of AI, voice & hyper-personalization

Did you know that 52% of the Fortune 500 companies of 2000 don’t exist anymore? And that digital disruption will wipe out another 40% in the next decade? AI, voice & personalization are conquering the world. Once again, technology completely changes the way we do business and communicate with prospects and clients. How to make sure you will survive? After 18 years of successes and defeats as a digital consultant for companies as TUI, Carglass and Yoast, Karl thinks he has found the answer.