A collaboration between food company VanMortele and De Nieuwe Zaak has led to a forty percent improvement in conversions. Frank Beke and Niek Oerlemans discuss the challenges and opportunities that companies encounter when transitioning from a traditional to a digital organization at Emerce TV.
Vanmortele has been around for more than a hundred years. “We supply tubs of margarine to the catering industry, but the frying fats also come from us, as do the croissants you see at the supermarket,” says Oerlemans, digital marketing and media lead at Vandemoortele Netherlands.
He is responsible for the complete online customer experience, and strengthening the brand positioning of both the B2B and B2C brands. And that is quite a challenge. ‘We have an outdoor service, but we cannot visit all 40,000 catering establishments, so the question was: how can we reach them digitally?’
Vanmortele, originally a family business from Ghent, saw that customers use blogs and YouTube for inspiration, and e-mail to stay informed of these trends. ‘There are opportunities to strengthen the relationship with our customers.’
With the help of a maturity model and digital experts, De Nieuwe Zaak guided Vandemoortele in using their marketing budget more efficiently by continuously experimenting with programmatic media. The integration of upper-funnel marketing, such as social media, with search engine advertising (SEA) has increased brand awareness.
The video Capitalizing on brand awareness into commercial success with programmatic can be viewed for free after registration
Source: www.emerce.nl
