Ernstjan Albers

Last week I attended Rewire's AI event "tomorrow is calling". AI is hot everywhere, but Rewire (formerly known as Micompany) has been on the forefront for decades now. And with a speaker line-up with Tom Goodwin, Stefan Leijnen, and amazing speakers from companies like Rabobank, ASML, Brenntag, Novamedia, and Dataiku, I was very excited. I went home impressed, challenged and with lots to think about. Here's what I took from it: - Companies are already moving the needle using AI in substantial ways. For example Brenntag showing a program with well over 9-figure profit contribution - Solid foundation is key and after years of digital transformation, there's still lots of work to do. Be it in upskilling employee data literacy and maturity, or building the right platform infrastructure for your data. Give it the attention and investments needed to get it right now and not get stuck later - We will be going through various phases while adopting GenAI. In the first half we simply "add" to our business. Like a patch to a broken system. But in the second half we "rethink", and this is where the magic happens - To get there, it's important to understand that it's about the depth of change to the core, about systems and integration (not UI) - Good at tech, or good at using tech? Technology and digital native companies have been getting lots of attention (and valuation), but recently the pendulum is swinging back to incumbents. Corporates are getting good at tech as well - A provocative statement: for true "rethinking" deep category expertise is getting more vital than tech. Incumbents are therefore well positioned What do you think about this? Are we indeed going to see incumbents rethinking and reinventing themselves? Or do you think that they will get stuck in the "adding" phase, and true rethinking will have to come from novel businesses? Happy to hear your thoughts. Thanks Folkert de Jong and Tamara Kloek for the invite. It was a great event.

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Only big changes bring big uplifts. With small changes you can not see big uplifts. No, that is not true. See the example of COGNITEER. - we presented with Fabian Hans together in our webinar “A/B testing for beginner” a few weeks ago. In this A/B test, small adjustments were made to the consent text on a lead form where the consent text was slightly changed. The hypothesis was simple: IF the consent text is simplified, THEN users will be more likely to check the consent box and submit the form, BECAUSE the process feels less intrusive and easier to complete. The result? These subtle tweaks led to a 17% increase in lead generation. Small changes are often easier to implement and test, allowing for a more agile approach to optimization. Do you test smaller changes, and how has your experience been with doing that? #varifyio #experimentation #abtesting #cro

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Not all agencies are the same. A great one like Volt Media strategises & Implements: •Segmentation •Volume of sending •Ideas for new flows with goal of increasing repeat purchases, increasing customer reviews and increasing physical store traffic (or similar business objectives) •Stays on top of upcoming industry/ecosystem changes for you •Implementation of new tools to improve customer lifetime value. ...in addition to writing on-brand copy, designing beautiful emails/mms campaigns + managing the implementation of all it all. That’s how you create long-term value for clients. 👇 A 1 year long snapshot of our work in action… 

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Fractional versus Full time. Fractional: Total freedom. Entrepreneurial role. No cap on earnings.  Choose who you want to work with. 32 hours a week. It’s new and fulfilling every single day. You are always challenged.  No boss. You’re an ally. Constant learning.  Massive impact on the biz you serve.  Things move fast.  Know your value. Full time: Regular salary. Bennies.  60 hours week.  Boss. Fixed role. (Not entrepreneurial)  Less learning, more repeating.  Things move slow.  Stay in your lane.  Know your role. https://lnkd.in/gEgJpw_Z

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Many of you are already aware of this fun experiment, but - according to research - at least 40% of you don't see how this is relevant for your own business or department. But trust me, it is. Building this department has taught me more about organisational transformation and AI than I could have imagined. In case you want to know more, or how to get started, let me know.

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Trend alert: Patches are HOT - this time on apparel. Think jean jackets (also trending). Let our art teams create the perfect decorations for your events! Impression is EVERYTHING! Let's Drive Your Brand. #sponsorshipevents #activations #corporategifts #brandedmerch #promoproducts

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😅 Newsflash! I don't really like 'rules'.❗So why did I become one of the architects of 'Certified by influencerregels.com'? Please allow me to explain. 💫 I founded Storyboard in 2010, to become one of the first movers in the influencer marketing space. 🚀 Back then, marketeers and talents barely heard of this phenomenon. Traditional celebrities (TV/music/sports), made place for online creators (bloggers, vloggers) and the industry really kicked off. 🏇 In those early days, we landed big clients like Rituals Cosmetics, Heinz, Heineken, Jack Daniel's and many others. Through them, I learned about organizations like Stichting Verantwoorde Alcoholconsumptie (STIVA) and Stichting Reclame Code, both great examples of the industry taking responsibility to self-regulate to prevent governmental intervention. 🤠 I've seen many organizations come (and go), and some of those were real cowboys that were in it for all the wrong reasons (€€€). I started asking myself: "Regulate? Or wait until we will be regulated?" ❤️ In 2019 I reached out to DDMA with the ambition to follow a set example, and help this industry self regulate. This is how we founded the influencer marketing committee. It is our goal to launch initiatives and projects that accelerate the professionalism within our industry. 🔥 Since then, the perception of 'too little rules' shifted into 'there are so many rules, I don't know where to start'. We therefore launched influencerregels.com, and in April this year the e-learning & certification project 'certified by influencerregels.com' in collaboration with Stichting Reclame Code and @BVA ✨ Many major advertisers, including our own clients Heineken and Unilever, are supporting the project, and today over 1250 influencers are certified. Great news! Yet this is only the beginning of a unified approach that benefits the entire industry. ❓Are you are interested to contribute to shape a responsible future together. Let's connect and have a coffee.

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waterdrop® we want to work with you! We love what you do. So how can we show you what we're made of and what we can do for you? With a redesign of your product page, obviously. But not just by throwing in new things that we like. No! The first step was to go through everything in the store and pull out the elements that make waterdrop unique in their UI/UX design. It's such a clean, beautiful store, but the product page still looks a little uninspiring and almost "basic", so we started here first. The aim was to showcase the current branding even more and make UX optimizations in the process. 🎨 What was generally adjusted for the UI in the sketch? The call to action has been given a green from the same color space as the waterdrop® brand green. The fill colors for the elements became a little warmer to get away from the hard white and black. A lot of elements were added, so the right hierarchy was even more important. To make it easier to scan the content here, the body texts became lighter and boundaries were drawn purely through spacing or lighter UI elements instead of the previous hard lines. To play up the great brand character more, but also to differentiate more in the UI, we used the headings in the extended version, as on the other pages. 📊 Let's move on to a few of the most important UX optimizations from the sketch: It was clear the price needed to be put more in perspective. So we showed the price per drink, displayed it clearly and made the offer look like a real no-brainer (I mean 74 cents for 500ml of vitamins and a mind-blowing flavor? Come on, I need that!). Of course, there are many flavors, so a dropdown makes sense, but we couldn't resist somehow combining the form factor of a waterdrop® cube with the flavors. It should allow for even faster scanning of how many great flavors there are and a quicker selection for users. One of the main factors that came into play: An assumption of ours, but based on the data we have in the consumer space, is that AOV could be a big issue for Waterdrop. If someone buys something for €8.99, even with high shipping costs, it's really annoying in customer acquisition. So to increase user spend here, we would suggest the following: Incentivize more quantity and make it directly selectable. The image grid should be leaner and the (damn refreshing looking🤤) additional product images should be visible earlier. There are of course still all sorts of details (quite a lot, to be honest). But I'm at the character limit and anyone who read till the end has already no more time for their to-dos today 😂 But if anyone from Team waterdrop (Martin Donald Murray, Ieva Urbonaite...) wants to hear more about our ideas, hit me up! We would love to work with you!! So which version do you like better? P.S. To see the "after" in detail, just take a look in the comments

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As businesses, our customers are our biggest asset, and their feedback is invaluable. Whether it's a glowing recommendation or a constructive critique, every review presents an opportunity to connect and improve. But with the sheer volume of reviews flooding in, keeping up can be daunting. That's where AI steps in! Leveraging AI-powered tools such as DAC's TransparenSEE AI Review Response Generator, not only saves time but ensures thoughtful, personalized responses that resonate with your audience. By harnessing the power of AI, you can efficiently address customer reviews, fostering trust and loyalty while freeing up valuable time to focus on what truly matters: delivering exceptional experiences. #CustomerEngagement #AI #DAC https://lnkd.in/gHnTfy3D

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AI generated or real: can you tell the difference? 🕵🏻‍♂️ The New York Times has a fun little test. I scored a mere 9 out of 10. Here are my 5 key takeaways from the test ❶ My colleagues at Robovision are going to give me a hard time for a while ❷ Most images still have the classic telltale signs ❸ However, the realistic quality of most AI images is now really impressive ❹ Even experts won't be able to distinguish real from fake pictures with the naked eye in the very near future ❺ Initiatives like the Content Authenticity Framework need quick and widespread adoption But what about you? What's your score? Tell me in the comments 👇🏻 Take the test here: https://lnkd.in/eRXetjbm More on the Content Authenticity Framework here: https://lnkd.in/eFXTSU9w

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Will the purpose of websites change if generative AI take over? ”I checked with ChatGPT who was the most relevant vendors to contact, you were mentioned on that list, so here I am”. That was how a person introduced himself a bit over one year ago, at an event Optimizely sponsored in Utrecht. It was maybe also the first time I saw a true example over how customer research and channels used might change. And if so, anyone with a website needs to change with it. At Experimentation Forum in Stockholm, John Ekman mentioned that less traffic is being directed from Google, and that is expected to continue as Generative AI is used to provide answers rather than link to answers. Will the future of websites role be to lobby for what answers will come out of Gen AI? And will the purpose of optimization be to target visitors in which been recommended to visit your site? Will AI kill organic traffic and SEO as we know it? Well, still today, most content still get more or less zero traffic from search engines. So that statement might not always matter, but happy to hear your thoughts on the topic.

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Is it just me, or is Meta's attribution getting better? 🤔 We integrate Triple Whale with our partners whenever we can, but it's not always possible with custom webshops. Take, for example, the webshop below, which uses a relatively unknown platform. Because of this, we couldn't implement Triple Whale and had to rely solely on Meta's API. The client's team took the initiative to analyze the attributions daily for 30 days. And guess what? The results were off by only € 9,95! 🎯 This got me thinking – are we the only ones noticing improvements with Meta's API? Or have others had similar positive experiences? Of course, it's worth mentioning that for 8 out of 10 webshops, Meta's attribution still leaves much to be desired. But when it works, it really works. 😉 So, what's the takeaway here? Even with the best tools, sometimes you need to get creative and adapt. In this case, a dedicated team effort to manually track and verify attributions paid off big time. I'd love to hear from others who have had similar experiences. Are you finding Meta's attribution to be more reliable lately, or is it still hit or miss for you?

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🚀 Unlocking growth in 2024 requires high-performing content. We partnered with OOSC Clothing and helped them triple purchases and increase revenue by 208%! 📈 OOSC is a leading retro inspired ski-wear company ⛷ Before working with us, OOSC struggled with broad campaigns and lacked insights into key metrics. With our creative testing framework, we analysed and optimised their creative performance. The results? HUGE increase in purchases and revenue. How to get results like these from your creative? ➡ Use Motion to analyse performance against engagement metrics (CTR, CPC, TSR) ➡ Outline winners and loser - work out why they win or lose ➡ Feedback information on winning concepts double down on high performing hooks, CTAs and Creators. Use this approach to test creative and it will help your brand grow profitably from your paid social campaigns

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Quick update: As we increasingly collaborate with partners outside the Netherlands and Belgium, we've decided to expand our services to the European market (& UK). Therefore, from now on, I'll also be posting in English. 🤓 Why aren't we targeting the American market right away? Simple, we don't know this market as well as the European one yet. Of course, we are developing in this market and currently working on a few case studies. But for now, one step at a time. PS: Bring on those automatic AI comments… 😅

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Exciting News! Introducing my latest product development: Single Page Websites! With attention spans dwindling, Single Page Websites offer streamlined user experiences, especially on mobile devices, without compromising on impact. Plus, the cherry on top? Great ROI! Experience the power of simplicity and efficiency in web design. Read my article to learn more about maximizing your online presence. #WebDesign #DigitalMarketing #ROI #Simplicity #Mobile #Efficiency

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Last year I started writing about Challenger Marketing. As a team at YoungShand. we decided this was our focus. We wanted to pour our energy and passion into helping the number 2, 3 or 4 in the market. Those brands that have something new to offer and want to challenge the category leader by bringing something new to the market. This is essentially the value that marketing delivers. Introducing new products and helping consumers understand all the options available to them. Right now this is more important than ever as consumers are doing it tough with the challenges of inflation, high interest rates and rising unemployment. My objective was to write one piece a month over 2023 to complete a series of topics to fully explain different aspects of Challenger Marketing. Unfortunately in the middle of the year my Dad’s health took a turn, life got in the way and I didn’t have the headspace to complete this goal. But we’re back now! The focus of this article is on creating a great Customer Journey. The idea here is to balance what you do with what you say. One of the ongoing themes with Challenger Marketing is that you have to get everything right. It’s not just about a great branding, good product or a creative campaign - everything has to be integrated and working together. The idea with creating a memorable customer experience is to make sure that your investment in marketing truly pays off. If you have great marketing and a poor experience you have a churn issue. If you have poor marketing and a great experience you have a growth issue - the trick is to get both right. And the research shows that brands with the strongest experiences are 250% more likely to significantly grow their market share. So it makes sense to get this right! This article is the 7th in the series. All the articles are being published by the Marketing Association in the Insights and Strategy section of their Resource Hub. I’ll add a direct link to this article in the comments below. 

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As Market Director - Southern Europe at Van Natter Consulting Group, I've seen startups skyrocket their sales from zero to hero. The secret? A killer sales strategy. Whether you're a fresh startup or scaling up, a strong sales strategy is your ticket to hitting revenue targets and driving growth. 🚀 So, how do you craft a winning sales strategy? Let's break it down: First, know your market. Dive deep into your target audience, their pain points, and how your solution fits into their world. Market research is your best buddy here! Next, set clear goals. Use the SMART framework: Specific, Measurable, Achievable, Relevant, Time-bound. Whether it's growing your customer base by 20% or boosting monthly revenue by $50K, clear goals keep your team on track and pumped up. Then, identify your Unique Value Proposition (UVP). What sets your product or service apart? Your UVP should speak to your target audience and spotlight the unique benefits they can't find elsewhere. Don't forget to build a killer sales team. They're the heartbeat of your strategy. Invest in training, equip them with the right tools, and foster a supportive environment. A motivated and well-prepared team always delivers. Develop a structured sales process. It guides your team through each stage of the buyer's journey, from prospecting to closing. Clear steps mean consistency and efficiency. Leverage technology. Use CRM systems like Salesforce or HubSpot to manage customer relationships and track your sales pipeline. They help you stay organized and offer valuable insights. Lastly, measure and optimize. Regularly review your sales metrics and performance. What's working? What’s not? Use data to tweak your strategy and keep improving. At Van Natter Consulting Group, we're all about helping startups like yours craft and implement effective sales strategies. We offer workshops, training sessions, and even interim sales managers to help you succeed. Need help with your sales strategy? Shoot me a message! Let's take your startup to the next level, together. 💪 #SalesStrategy #StartupSuccess #VanNatterConsulting #SalesGrowth #Founders #StartupLife #BusinessGrowth

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Small beginnings, big endings… More than 9 years ago, Lizet Bloo and I left Amsterdam with two suitcases for Johannesburg, South Africa. This week, we left this remarkable country as a family of five, enriched with countless adventures and experiences I wouldn’t have wanted to miss. What is it like doing business in #SouthAfrica? Starting a company here was straightforward, but maintaining momentum proved challenging due to economic hardships, social unrest, political turmoil, cultural differences, and limited access to financing—elements I was not accustomed to in the Netherlands. Doing business and establishing relationships in South Africa is quite straightforward, especially in Johannesburg, a melting pot of many cultures and languages. My biggest learnings from starting and rapidly growing a company in South Africa are: 💡 Do not overthink. Copy a proven business model and tweak it according to the local context. 📣 Words can have different meanings. Despite being aware of the Dutch ‘fair and directness’, there are always blind spots. People are very forgiving, but it was invaluable to have a trusted right-hand person to help navigate potential language and cultural barriers. 🥊 Hardship is much more severe. Staff members work hard to make ends meet, which creates unique team dynamics. 👥 Join an established business network. Membership in a network organization like the #Entrepreneurs'Organisation is crucial for building a vital business network that supports you in both prosperous and challenging times, helping your business stay afloat during periods of turmoil. Thinking of moving abroad to start a new (entrepreneurial) life? DM me for other firsthand lessons learned. Picture: The moment we successfully exited Furniturespot in November 2023.

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Exciting news today 🔥 Channable became an official Google CSS partner, so you'll spot us in your Google Shopping search results 👀 Free to use till end of October, so go check the post below and save 20% on Google Shopping costs! More info around deal and pricing: https://lnkd.in/eFFRZ-_F #google #googleshopping #ecommerce #channable #googlecss #css

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