De ‘Your Thoughts’ van deze maand. The Economist schreef in juli dat de grote FMCG-fabrikanten in de problemen komen. Lokale rivalen snoepen marktaandeel af, en het lukt ze niet meer om adequaat te reageren op de razendsnel veranderende consumententrends. Een directielid is er tegen The Economist openhartig over: ‘We’re kind of fucked.’ Veelbelovende startups opkopen De …

Een interview met Cees Snoek, professor in computerwetenschappen.   Tekst: Klaas Weima Cees Snoek, associate professor aan de Universiteit van Amsterdam houdt zich bezig met beeldherkenning door computers. Blippar, de partij die het Nederlandse Layar overnam, liet professor Cees Snoek in Cannes afgelopen juni een verhaal houden over artificial intelligence (AI). Technologiereuzen als Apple, IBM, …

Companies of all sizes see achieving a single customer view as a top priority, but their efforts are being thwarted by outdated organisational silos that split marketers by channel, not customer, new research finds. Achieving a single customer view is a goal for companies across every sector, as brands push towards delivering a seamless, personalised experience. The ability …

The marketers of tomorrow will need to be curious, understand consumers and be willing to learn from ‘people better than them’ if they want to have successful careers in the industry according to top marketers. The tools marketers have to reach people might be changing, but the core business of marketing is still the same …

Marketing is often viewed as an expense rather than a revenue generator, but now savvy brands are creating content operations to deliver new sources of direct income, as well as brand awareness. At brands such as PepsiCo, Mondelēz International and MasterCard, perceptions of marketing are starting to shift from being a cost centre to a revenue generator. Traditionally, …

“Tomaten die weinig water krijgen, worden lekkerder”, zegt Noortje Goethals, brandmanager bij Knorr. “Lekkerder en duurzamer. Daarom gaan onze tomatenkwekers slim om met water.” Vanaf 2010 werkt Unilever achter de schermen hard aan verduurzaming. Per product hebben ze de productieketen doorgelicht om te weten waar het grootste verschil gemaakt kon worden. Vanaf dit jaar begint …

Like it or not, the way we use social media is changing. And Instagram knows it. The photo-sharing network recently launched its most significant and talked-about feature to date: Instagram Stories. It allows users to share—in a slideshow format—photos and videos that then disappear after 24 hours. Yes, you’re right, it does sound a lot …

Brands that are inclusive of the LGBT community are more likely to be perceived as welcoming of other minority groups too but LGBT representation is still “noticeably lower” than other areas of diversity, says Stonewall’s Joey Hambidge. While brands are getting better at promoting cultural, age and gender diversity in marketing and advertising, there is …

Coen Olde Olthof is per 1 september ceo van Alpha.One Olde Olthof (1972) wordt naast ceo ook mede-eigenaar bij Alpha.One, een bedrijf dat met neurologische data en machine learning inzichten in drijfveren biedt. Olde Olthof:  ‘Veel keuzes worden onbewust gemaakt en praten we naderhand recht. Toch is er die oprechte overtuiging bij mensen dat ze zelf …