Marketers are moving away from short-term thinking

It’s been almost one hundred days since I started working at DVJ Insights as Director for the Center of Expertise, and it is about time for me to share my first experiences. The position turned out to be perfect for me, as it combines marketing communication, science & analytics and innovation, all the various fields I have worked in before. But just as important: there is also ‘a match’ with the organisation. The working environment is open and positive, and everyone has an enormous drive to bring projects to a successful conclusion. And by that I don’t mean ‘report delivered and we’re done’, but those beautiful, actionable insights that are shared with you as a client and make a real difference.

Marketers are moving away from short-term thinking

Last week I had the opportunity to speak at MarketingLive! about the results of the “Grote Marketing Enquête”, a large-scale marketing survey that we conduct annually together with Adformatie among more than 430 marketers in the Netherlands. One of the things that the survey results show is the importance of setting longer-term brand KPIs to assess the results of marketing spend. Instead of only aiming for short-term objectives such as lead generation or conversion.

Golden Effie for a.s.r.

The joy was great when it was announced that insurance company a.s.r. won the Golden Effie, the most prestigious marketing award in the Netherlands, with their ‘This is the time of action‘ campaign. THE example of an advertiser who does not go for short-term profit, but who is very committed to building their brand, and wants to achieve brand growth in this way. And that is what we believe in at DVJ Insights. Together with a.s.r., we developed a tracking method that allows the tracking of relevant brand KPIs, to which adjustments can be made. Next to that, we evaluated each campaign together with a.s.r., the advertising agency and the media agency. The resulting insights provided the base for further refining the media and creative strategy. Doing research does not guarantee a Golden Effie, but undertaking research lays the foundation for winning a Golden Effie.

a.s.r.: Congratulations again!