A mix of DNA and data

Martijn looks back on 2022 and for him, two topics stand out, including the move to the new lab!

“We have now settled into our new location and are ready for 2023. Another development at MM is the expansion of our team with even more experts in various fields. This allows us to support our clients even more broadly in the ever-changing marketing world: the strategy, the development of all communication tools, content creation and lead automation.”

Your DNA is the foundation

In everything we do, DNA remains our guiding principle. In a world full of possibilities, we advise our clients on the best solution that truly fits their DNA: a correct and honest story. Sometimes the choice can be overwhelming and it may seem like you have to choose, but that’s not always necessary! Online and offline communication tools actually complement each other. Trends are not always leading. For example, in 2022 we developed an, and yes you read that right, offline recruitment campaign. It was hugely successful, in contrast to the online ads. We also regularly achieve success with telemarketing. Maybe not the trendiest method, but as it turns out, it’s still effective. My point: one does not have to exclude the other.

Trends & developments

Of course, we do see new developments and trends. I still believe it’s important to work from a strategy: know who you are, who your client is, and where they are. From there, make clear choices in the message and the medium. That’s the order, not the other way around.

When we look at trends, data can no longer be missing from your marketing strategy. What I wrote about a few years ago after my visit to Silicon Valley has now become reality. For example, at the end of last year, Google Analytics 4 was introduced, the latest version of Google Analytics. Our clients’ websites have now all been migrated, allowing us to analyze even more and cleaner data. Artificial Intelligence is also becoming increasingly popular. We at MM are keeping a close eye on these developments so we can make the right choices for our clients. 

Data as a Foundation

Technology and data interpretation are becoming increasingly important in marketing, including at MM. For example, we are advising our clients more and more based on data about how and which resources we deploy. We do this using dashboards where we can see real-time developments and respond if necessary. This information gives us insights we wouldn’t otherwise have. ‘Why does one online ad perform better than another, for example?’ ‘Why does video, when used correctly, have more impact than a static image, or vice versa?’ Of course, the creative aspect is not missing. Trends can also be discovered here. Instead of taste or preferences, these choices are increasingly made based on data and strategy. A positive development, which I have supported for some time.

Media Mix

I am regularly asked by clients if there is ‘anything new’. My answer: there are always new communication tools, but the key to success is the right message and relevant content. Understanding your target audience’s needs and sharing solutions from your own DNA go hand in hand. That is the right mix, and then we choose the right tool for it, whether it’s TikTok, a podcast, vlog, animation, brochure, website, SEO/SEA, content creation, and I could go on. Don’t just tell people what you do, but let them feel something for your brand. That’s what we believe in at MM!

Finally, I think many companies are focused on generating leads, but then do little or nothing with them, or don’t even have a clear view of their leads. With the right mix of marketing tools and data, we can concretize these leads and also identify and retain existing customers.

Want to know more? Feel free to drop by our new lab to brainstorm about your marketing without any obligation.

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