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The rise of privacy regulations
2018 saw the first significant steps in the world of data regulation. The European Union's General Data Protection Regulation (GDPR) went into effect, changing the framework in which companies can collect and process data. That very GDPR brought with it the famous cookie banner, which started appearing on websites everywhere. From this point on, marketers had to think seriously about how they handled personal data and what they wanted to measure and store. This used to happen according to the moral compass, of course, but the eye of regulation always compels just a little bit more.
In the years that followed, we saw similar steps in more and more places. In the United States, several laws emerged that imposed new restrictions on data collection and forced marketers to rethink their approach. The message was clear: privacy protection is no longer an option, but a legal obligation. The transfer of personal data between the United States and Europe has also been a frequent topic of discussion recently.
The essence of all the changes
Sometimes it almost feels like a game to make the marketer's job impossible, but you shouldn't see it that way. In fact: the aim of regulations is not to stop you from measuring anything. They do, however, seek to better protect the data of 'the individual' (or: personal data). In this way, we prevent that personal data from being used as a business model without consent. And while the regulations require an adjustment in part of the marketer's work, plenty of information also remains — but you need a well-founded strategy behind it.
Technological changes in analytics and tracking
As regulations transformed the playing field, the technology underlying web analytics and tracking also evolved. In a world where cookies are no longer the undisputed rulers of data collection, marketers and tech companies have been looking for new ways to gain valuable insights. As a marketer, you should have a clear understanding of this.
Changes in browsers and operating systems
First, we've seen several changes in browsers and operating systems that affect traditional tracking.
Safari and Firefox were the first to (partially) block third-party cookies or greatly reduce cookie duration, with ITP and ETP, respectively. This has had a huge impact on advertising tracking, which requires those third-party cookies and uses a cookie that marketers want to have on the device as long as possible for attribution reporting. A/B testing and Google Analytics were also hit with that cookie duration, as visitors are less likely to be seen as returning visitors and those same returning visitors don't always see the test variant they saw before.
Apple then came out with several changes to iOS (App Tracking Transparency) which also impacted how advertising providers handle their reporting.
Browser plugins and ad blockers
Ad blockers and other browser plugins have also been on the rise in recent years. But most users of ad blockers also facilitate the blocking of tracking tooling. And these plugins go even further than browser restrictions: they don't just block third-party advertising pixels, but also analytics tracking tools like Google Analytics that use a first-party cookie.
The impact of the changes
These changes forced companies like Meta to look for alternatives. Many new tools emerged, some of which incidentally disappeared just as quickly. One of the key trends in this development is the emergence of privacy-friendly tracking technologies. Cookie-proof tracking, cohort analysis, and advanced statistical models are taking over from traditional cookie-based methods. This still allows marketers to collect valuable data without compromising users' privacy. Those technologies are designed to deliver relevant content and ads while preserving user anonymity.
This is a key reason why we invest in modelling capabilities at iO. We strongly believe that aggregated data (without personal identification) will become one of the main alternatives in terms of data analysis. Smart models allow you to analyse large amounts of data and find insights not previously covered.
The impact on past years and the years to come
All these changes affect the way we measure data to some extent. And many of them have also been introduced incrementally, so you may not have felt their impact immediately. It pays to take a look back — we provide some benchmarks.
Impact cookie bar
First, of course, we have the impact of the cookie bar, which requests explicit consent from visitors. There has been a long debate about what type of consent and what data may be measured. But at iO, we see more and more organisations opting for the 'safe way'. Visitors also have the free choice to refuse statistical cookies at the start of their visit. In our experience, around 20-30% of visitors opt for this, but the number could go much higher than that. In other words: the tools for which you ask consent receive at least 20 to 30% less data, and that has a considerable impact on your marketing.
Impact on recognising user level
Changes in browsers and operating systems (ITP / ETP) affect data recognition at the individual level.
We see the following developments, for example:
In Safari, we see about 25% more new users on average, which means returning traffic is not recognised as effectively due to shortened cookie duration. That affects:
Organisations reporting at user level
Organisations doing A/B testing or online personalisation (and wanting to show the same version the next day)
In Safari, we also see on average about 35% more transactions from Direct traffic, meaning the original channel is no longer recognised due to shortened cookie duration. This mainly affects organisations using paid media who want to measure the impact of this channel.
Impact paid media channels
Third, we see an impact in organisations that invest heavily in paid media. Almost all of those channels use third-party cookies to measure advertising performance. That has a huge impact on the amount of data that 'comes back' in the advertising tools, which in turn has an impact on the reliability of the measurements — think attribution models, for instance. We don't get back data that we 'lose' due to lack of consent, of course, but modern alternatives to tracking exist that rely less on third-party cookies. Organisations using those alternatives get about 20% traffic back. That can be important for your CPC and audience quality.
The greatest impact is yet to come: Google's Privacy Sandbox
Depending on your situation — in particular the setup of your marketing tooling and advertising landscape — your organisation may have already suffered a lot from this over the past five years. But the biggest impact is yet to come. Many of the changes that cause data to arrive in a worse or different way don’t apply to everyone yet. They've only been implemented in browsers that serve only a small group of users or in a specific part of the browsers (e.g. only in incognito windows).
The biggest impact may yet come when Google Chrome also makes adjustments. With 50-60% market share in Belgium and the Netherlands, Google's browser is more than double the size of the second player, Safari. Google calls the planned tweaks their Privacy Sandbox. It was originally announced in 2020 and postponed a few times, but it will come in early 2024. Again, it'll start small: only 1% of Chrome users will get the Privacy Sandbox. After that, Google will gradually roll out the changes.
The Privacy Sandbox is the alternative to cookie-driven tracking for advertisers. But the rollout is going to be tricky: after all, Google has to take into account users, legislation, advertisers, and the ad tech industry. Keeping all those parties satisfied has proven to be a difficult task.
In essence, the Privacy Sandbox means that Google will work more with APIs instead of cookies. The first step after implementation is for ad tech organisations like Meta to adopt those APIs for their tracking standards. Google's goal is to have the Privacy Sandbox fully rolled out by the end of 2024. We will keep an eye on the impact.
The changes marketers need to make in 2024
As we approach 2024, marketers face a crucial challenge: balancing privacy and insights. It's clear that the trend towards privacy-focused regulations and technologies is irreversible. Marketers must adapt to thrive in this new environment.
In the years to come, marketers will have to invest in advanced tracking and analytics solutions that comply with strict privacy regulations. As such, you'll have to delve into the latest technologies and methods that respect user privacy while still providing valuable data.
First of all, marketers need to build trust with their audience more than ever. Obtaining consent for data collection is becoming the norm, and it's up to marketers to communicate clearly and transparently how they will use that data. An understandable Consent Management Platform is therefore essential.
There are also a number of things you can invest in in 2024 to build a strong foundation for analytics and tracking. For instance, you can think about the following initiatives, listed in order from simple to complex:
Cookieless analytics: There are alternatives to web analytics that work in a completely cookieless manner. Two well-known examples are Piwik PRO and Matomo Analytics;
Server-side tracking and tag management: Server-side tracking gives you more control over the data you share with third parties than traditional client-side tracking;
First-party data strategy: First-party data is data you have collected yourself from website visitors. For example, by being smart about lead nurturing flows, you'll be better able to analyse on a user level. Read more in this whitepaper;
Data modelling: Smart calculation models are often much better at extracting insights from large data sets than humans. In addition, models also become much easier to use.
Finally, we recommend staying up to speed, in terms of developments but also the impact on your organisation. By this we mean that you truly understand the impact of developments — in figures or in facts. Not every development has the same impact on your organisation.
Organisations that prepare well now for privacy-first analytics and tracking create a head start that they will enjoy for many years to come.
2024: the start of a new era for web analytics and tracking
The changes of recent years have prepared us for the shift to a 'privacy first' world, but the real challenge lies ahead. Marketers who embrace privacy regulations and invest in privacy-friendly technologies will continue to gain valuable insights and retain the trust of their audiences. In this rapidly evolving digital world, adaptation is the key to success, and 2024 promises to be an exciting year in any case.
Want to get a head start?
Our data and privacy experts are happy to help you make the right choices — for your reporting and for your customers.
Lars van Tulden
Data & Intelligence ConsultantFor 6 years now, Lars has been mining the new gold that is data. Considering the power of data to improve digital products and solutions, he loves showing clients the true value of their own channels – through numbers and his own sheer curiosity.
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iO's social advertising team visited TikTok HQ for the first Benelux agency workshop. TikTok is Gen-Z's search engine, and an exciting platform that’s constantly developing new features. We’ll be highlighting the most interesting insights and opportunities we learned from TikTok in this article.Read moreBlog
9 ways for your brand to win at Christmas
If you listen closely, you can already hear them. Christmas bells. Seriously. Christmas is coming! By the way, Christmas has already started for me. When I’m lying in my hammock in the South of France, I’m already thinking about Christmas trees, snow and beautifully laid tables. And, of course, I’m thinking about how to win at Christmas, traditionally the busiest commercial period of the year. But how do you make sure that your brand wins at Christmas? And how do you make sure you stand out from all the other Christmas campaigns?Read moreBlog
How to choose an appropriate data analytics platform?
A data analytics platform extracts data from websites and apps and processes it into actionable insights for your business operations. At the beginning of 2023, Google Analytics still had a market share of over 85% in our region and the choice was often an easy one. However, after a series of complaints and questions about its compatibility with GDPR legislation, Google Analytics is balancing on the edge of legality. Consequently, the following question arises: what should you pay attention to when choosing another data analysis platform?Read moreBlog
2023 Christmas commercials: mediocrity, craftsmanship, clichés and sometimes... brilliance
It’s that time again: It’s Christmas commercial season 2023. I’m ready for a wagonload of snow, candy, British stars, and tortured covers of familiar songs. And what did I get? Exactly that. I love it! A (completely objective) overview of the (mostly) British 2023 Christmas commercials. Brace yourself for Rick Astley, kisses, Ryan Reynolds, talking mittens, singing oven gloves, pink flamingos, John Travolta as Santa Claus and... a rediscovered hit from 1965. And... What did John Lewis do?Read moreBlog
The six digital and marketing trends for 2024
The rise of AI, shifts in the social media landscape, and the end of third-party data...2023 was, to say the least, a tumultuous year. But this year, marketers and their organizations are also facing significant challenges. Discover the six digital and marketing trends that will dominate 2024 and, most importantly, how you can successfully tackle them.Read moreBlog
Historical data export - Universal Analytics
Deadline for exporting Universal Analytics: 1st of July 2024 After the 1st of July 2024, it will no longer be possible to access data in Universal Analytics. Therefore, it’s essential to take timely action and export the data before that day. By exporting the data before the access is closed, you can gain valuable insights, store the data securely and take any further actions. It is wise not to do this at the last minute, as there may be obstacles, such as errors in extraction or technical challenges. To avoid potential problems, it is advisable to transfer the data in time to environment where it can be stored securely. That way, you can later use the data for further analysis or transformation purposes. By acting now, you can ensure that you don’t lose the valuable data and are well prepared for the future. So don't wait until the last minute - make sure you export the data from Universal Analytics before 1 July to a secure environment, where you can continue to use it.Read moreVideo
Infinite opportunities: Tim Colman (Proximus)
Creative concepts can elevate a campaign, says Tim Colman (Head of Digital Communication at Proximus). He talks about the importance of creativity at every stage of the customer journey.Read moreVideo
Infinite opportunities: Daan Simonis (Perfetti Van Melle)
Creativity isn't just useful for building a strong campaign — it's essential. Daan Simonis (Global Media & Digital Marketing Director at Perfetti Van Melle) explains why this is the case and how a creative idea has a strong impact, especially on paid media platforms.Read moreVideo
Infinite opportunities: Dorien Gevers (Carglass)
The Carglass website is a crucial platform, but other channels — digital and non-digital — are also very important in the omnichannel approach. Giving a personalised experience to every customer, with content tailored to their stage in the customer journey. Dorien Gevers (Email marketer at Carglass) explains every stage.Read moreCase
How do you boost sales across diverse target audiences as a market leader in internal transport?
Find out more about how iO and Toyota Material Handling Belgium boosted online sales of compact warehouse trucks and improved the quality of lead generation.Look at this client storyCase
How do you innovate public transport with a single portal for travel and payment data?
Linking data sources by registering personal and credit card data on an online portalLook at this client storyCase
How do you stay relevant as a fashion chain in a rapidly digitising world?
Companies in a competitive industry have to be able to act and react quickly. Discover how we helped JBC create an efficient advertising strategy.Look at this client storyCase
How to use social networks to modernise your digital communication?
Modernizing Automotive Digital Communications: Unleashing the Potential of Social Networks. Read the story here.Look at this client storyCase
How do you convert festival- goers into active members of your community?
From Festival Wristbands to Online Accounts: Converting Festival-Goers with Effective Paid Media. Read the story here.Look at this client storyCase
How a virtual museum highlights Flemish heritage
How do you develop a virtual experience platform that takes your customer experience to the next level?Look at this client storyCase
How we put Brussels Airport on the map with influencer marketing
iO takes Brussels Airport to new heights with influencer marketing. Read how we did it.Look at this client storyCase
How do you optimise a colourful campaign with data?
Gaining insight into the customer journey in a data-driven way with journey miningLook at this client storyStack
Take back control of your data with Piwik PRO
Privacy and data security are the highest priority at Piwik PRO, the GDPR-compliant alternative to Google Analytics.Read moreStack
Work smarter in the cloud with Google Cloud Partner iO
Google Cloud Partner iO helps organisations harness the power of the cloud for storage, analytics, development, and more.Read moreStack
iO - Usercentrics partner for Data Consent Management
Usercentrics (or Cookiebot) offers easy, transparent, GDPR compliant management of user consent and data.Read moreWhat we do
Understand your audience with market and consumer research
If you know your consumer, you can answer to their needs better. iO helps you with in-depth insights from market and consumer research.Read moreWhat we do
Research and audits, vital to strong organisations
Is your strategy based on a gut feeling or research and analysis? Our experts will lead the way.Read moreWhat we do
An innovative long-term partnership: strategy in technology
Support your organisation’s growth ambitions on budget with an in-depth tech strategy. Find out more about what iO can do for your business.Read moreWhat we do
CLM and loyalty to reward regular customers
CLM and loyalty is a win-win situation: customers benefit from their loyalty and you get data flows and a smoothly running business.Read moreWhat we do
Conversational & community management: meeting your customer
Conversational & community management is our way of forging a direct connection between you and your client, through effective targeting and creativity. Find out how we can help you.Read moreWhat we do
AI makes your organisation smarter and more efficient | iO
AI is more than a trend. Our experts are here to show you how AI can add value to your organisation.Read moreWhat we do
Digital accessibility: opening doors to all users
Enhance your website's accessibility with iO's expert guidance. Discover where your organisation stands, prioritise accessibility, and ensure transparency. Build a more inclusive digital world today.Read moreWhat we do
Engage your target audience with dynamic online and offline activations
Activate your target audience with dynamic online and offline experiences. At iO, we blend marketing, technology, and strategy to create impactful brand activations.Read moreWhat we do
Dashboarding & visualisation: draw correct conclusions from data
Dashboarding and visualisation are simple ways to keep your stakeholders up to date with your marketing achievements. Learn to understand your data.Read moreWhat we do
Measurement and attribution: does your marketing have impact?
How do you know if your creative marketing campaigns are working? With measurement and attribution - iO experts will guide you through the processRead moreWhat we do
Data management & data warehousing: go further with human insights
Bring order in the chaos of big data with data management & data warehousing. The iO experts will help you on your way.Read moreWhat we do
Data analysis: get useful insights from your data
By analysing raw data correctly, you get stronger results. Our experts will help you get started with data analysis.Read morePress
iO appoints Marco Merola as Managing Director on Campus Herentals
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iO launches magical end-of-year campaign for Brussels Airport
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Manna boosts brand awareness with a wink
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iO welcomes Martine Lemans as Managing Director of Consultancy Division in the Netherlands
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Lidl Belux selects blended agency iO as digital partner
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Amnesty International Vlaanderen and iO put a human face on hope with ‘the power of the people’
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Amnesty International calls attention to human rights violations in the Democratic Republic of Congo
Read moreWebinar
The TikTok effect for brands
Are you thinking of TikTok? Chances are that the image of Gen Z – young people with smartphones scrolling from video to video at record speeds – starts racing through your mind. Because isn't that what sets TikTok apart? Content created by hip brands aimed at a young audience, including limited ROI for brands targeting adults?Read moreWebinar
Webinar: first-party data collection with HubSpot
The cookieless future is coming. Soon, marketers will no longer be able to collect third-party data — so they need to find new solutions to balance data collection, privacy, security, and customised user experiences.Read moreWebinar
Webinar: Increase your sales with affiliate marketing
Want to increase your sales from anywhere — even when you're sleeping? If so, affiliate marketing might be right for your organisation. Tim van Hout (Team Lead Affiliate Marketing at iO) tells you everything you need to know about affiliate marketing in this webinar.Read moreWebinar
How do you implement a first-party data strategy for e-commerce?
The death of the third-party cookie. For a moment, it seemed like the world would end. But fortunately, there are alternatives for marketers and their organisations, including first-party data. A thoughtful first-party data strategy can help you build close relationships with your customers, create value, and streamline your marketing activities.Read moreWebinar
Corporate Alt Delete - give your organisation an innovation boost
How do you keep your business dynamics fresh and boost the innovation potential and that pioneering mindset in your organisation? Corporate Alt Delete invites you to take a fresh look at your organisation and jointly rewrite your story. Corporate Alt Delete is a book, a workshop, a mindset, and now also a webinar.Read moreEvent
Content Marketing & Web Editing Congress - People for content, content for people
Will everything soon be done by AI? And how will we still speak to each other's hearts? Spoiler: the human touch remains crucial. That's why this year's Content Marketing & Web Editing Congress revolves around humans. Thursday, November 14, 2024, we will gather more than 300 content professionals from all kinds of industries and organizations around the theme: people for content, content for people. Are you also interested in creating - with the help of AI – high quality content with and for people? Don’t miss out, get your ticket today. Get your ticket nowRead moreWebinar
Webinar | Will your organization be ready on 28th June 2025 for the EU's Digital Accessibility Law?
Will your organization be ready on 28th June 2025 for the EU's Digital Accessibility Law? Today, for your organization or business to thrive, a digital presence is essential. However, this online presence also brings about a growing need for digital accessibility. Moreover, the EU expects your organization to be digitally accessible by mid-2025. Discover why this is important and how to approach it during our webinar on 22nd August.Read moreWebinar
An ultimate customer experience with a composable architecture
Discover how a composable architecture provides the flexibility to quickly respond to market changes and deliver an exceptional customer experience.Read moreWhitepaper
Customer Data Platforms (CDP)
A Customer Data Platform collects your customers’ data and is mainly at home in the more ‘mature’ marketing departments of the organisation. A CDP combines customer data from different platforms and hands it back to you in a 360° package. This whitepaper illustrates how a CDP gets assembled, where its added value lies CDP can be for your organisation and which conditions best serve a CDP.Read moreWhitepaper
Get more out of your marketing budget
By using dashboards efficiently and automating your data analysis, better results are within your reach.Read moreWhitepaper
Four years of GDPR: where do we stand today?
Four years ago, GDPR turned our digital processes upside down like a battering ram. Both in our private lives and in our professional environments: our data was never better cared for, seemingly overnight. At the risk of enormous fines, that is. Today, no organisation can afford to disregard GDPR. How has it changed, today - four years later?Read moreWhitepaper
The ultimate end-of-year guide (with checklist)
With cyber week (starting Friday, Nov. 29) and the end-of-year period upon us, there are some great opportunities ahead to give sales another boost, whether you're in B2C or B2B. With this guide and checklist of no less than 61 pages (!), we help you fine-tune your marketing, communication and advertising strategy so that you catch the eye of your target audience. With this guide & checklist, compiled by our +2000 experts from different departments, you'll roll out the digital red carpet for your customers in the year-end period. Download it now.Read moreWhitepaper
The significance of data in digital marketing
Data help the marketeer implement digital marketing techniques in customer communication. But how do you use that data, exactly? And how can you enjoy the full force of data? In this whitepaper, we will show you how to optimise your customer and prospect communication through segmentation and personalisation. Moreover, we’ll show you how AI supports these processes.Read moreWhitepaper
Increase your webshop turnover
Webshops have reached the status of shopping standard in the digital age. Users are just a few clicks away from their favourite items. Anywhere, at any time of the day, from the comforts of home. This is why online advertising on digital channels has become key to webshop owners: channels allowing you to maintain your margins and successfully activate consumers throughout the purchase process.Read moreWhitepaper
Sales, leads, goals: your guide to Performance Marketing
Performance marketing is a branch of marketing where you focus on results. Which results? How can you measure it and - more importantly - how do you achieve it? This is different for every organisation, but the potential of performance marketing to deliver results? That’s universal. The efficient combination of leads, sales and targets is crucial.Read moreWhitepaper
Get more revenue from Google Shopping with Google CSS Managed Service
In 2017, Google was fined €2.4 billion by the European Commission for abuse of power. The internet giant was pushing comparison websites (Comparison Shopping Services, or CSS) lower in search results with Google Shopping. That fine was bad news for Google, but good news for organisations looking to make more online sales.Read moreWhitepaper
How to build an effective content marketing strategy
Producing content is a tactic everyone seems to rely on these days. Many organisations are creating content today — they have blogs, are active on social media, and might even publish their own magazine. But the underlying, supporting strategy? Something you rarely come across.Read moreWhitepaper
Successful digital transformation: 5 pitfalls you should avoid
Globally, only 30 percent of companies successfully implement digital transformation. This is because digital transformation touches every aspect of a business: from people and processes to infrastructure and customer relationships. The key to a successful transformation is to pay attention to all these aspects - but that doesn't always happen. In this white paper, we take you through five common pitfalls in digital transformation and give advice on how to avoid them.Read moreWhitepaper
Score on socials with the Social Benchmark Report 2023
When setting goals for social content campaigns, it's crucial to ensure they are achievable and have a tangible foundation. The iO Social Benchmark Report provides you with valuable insights into the world of social content performance, so that you can make data-driven choices to optimise your social content strategy.Read moreWhitepaper
Employer branding insights - How to recruit talent in 2024?
A tight job market and a short attention span from your target audience, who are also bombarded with content on a daily basis. Does recruiting new talent sometimes feel like a lost battle to you? We believe it doesn't have to be! Break through your target audience's content overload: invest in in-depth content to reach them and strengthen your employer brand. How can you successfully recruit and retain new talent for your brand? Discover it in "From Employer Branding to Recruitment - Insights 2024".Read moreWhitepaper
Whitepaper: Creating exceptional customer journeys with a Digital Experience Platform
In markets that are saturated with options and with customers that are overloaded with choices, it's an exceptional customer experience set will set you apart. A Digital Experience Platform can help you accomplish this - and we'll tell you how.Read moreBlog
Balancing your budget between brand building and performance marketing has never been more important
In our work with clients we see that there’s an increasing focus on effective, goal-oriented marketing communications. Data dashboards that show ‘more conversions’ and ‘more sales’ at a glance are preferred when reporting to the boardroom. But this carries a risk too. It might be a good time for brand managers to ask themselves: are the most obvious tactics also the most impactful ones?Read moreBlog
Privacy prevails: Google discontinues Similar Audiences in 2023
Avid advertisers might already know, but for those who don’t: Google is discontinuing Similar Audiences in 2023. Do you feel a mild panic rising in your chest? There’s no need to worry. Read all about the impact of Google’s decision on advertising in this blog.Read moreBlog
Advertise on and grow with Twitch!
You probably know about Netflix and Spotify. But have you ever heard of Twitch? With nearly 140 million monthly users, Twitch is one of the largest streaming platforms in the world. And yet, it is also a very underused advertising channel. Meaning there are loads of advertising opportunities waiting for you to take advantage of them.Read moreBlog
How can you maximise the impact of SEO in your marketing strategy in 2024?
As we navigate through 2024, the seismic shifts in search engine algorithms and user preferences demand that marketers adapt swiftly. The emergence of new search engines alongside Google's evolving algorithms highlights the urgent need for a robust, adaptable SEO strategy. In this rapidly changing digital landscape, integrating SEO holistically into your marketing efforts from the outset isn't just beneficial; it's imperative for staying competitive and visible.Read moreBlog
The Paid Search landscape: the latest developments
The rapid pace of developments in the digital world is not a new development. It’s up to us to keep up with these developments so that we can build future-proof strategies for our clients. That’s why the iO advertising team participated in a four-week PPC Masterclass with advertising gurus Bob Meijer and Miles McNair. PPC stands for pay-per-click, a collective term for everything connected with online advertising.Read moreBlog
Local SEO: optimise your online visibility
Local SEO is local search engine optimisation, a marketing technique that ensures that your company is found easily when potential customers search with local search intention. Local SEO is becoming more important and is therefore a huge opportunity for retailers with multiple physical locations.Read moreBlog
Transforming technology into a catalyst for innovation
In the beginning of this year, we launched the Opportunity report 2023. A collection of visions and insights from our experts to help you get the most out of the new year. On the 9th of March during the Opportunity online live event we brought these insights live to an interested audience to speak and discuss how to ‘Accelerate your business in 2023’. In this article, we’ll share the key takeaways from Raymond’s session with you - just a few of the many ways modern technology plays the part of enabler for digital transformation.Read moreBlog
How to chart the marketing course using channel management
To make your online business run smoothly, there are several aspects you can focus on. Your channel mix is one of those aspects. But how do you know if your mix is the right one? And do you stick to your initial choices or is it better to adjust your mix regularly? With channel management, you will find answers to these questions.Read moreBlog
Creativity is the differentiating factor for brands
How do you ensure that your brand stands out in the avalanche of content that consumers receive every day? According to the iO Opportunity Report , the key lies in creativity. "If you succeed in formulating answers to the questions, needs and problems of your target group with creative, audience-oriented content experiences, then you are just as creative as if you come up with an original advertising campaign that blows everyone's socks off," says strategy director content Ruth Nys. She has been working on content all her professional life and she regards creativity as an essential constant.Read moreBlog
The importance of offline media in your media mix
Despite the increasing popularity of digital media, offline still plays an important role in the media mix for companies and brands. Offline media - also known as traditional media - such as print, radio, and TV, among others, is still a powerful way to share information with the public. A way of communicating that should not be underestimated. Why is offline media important to your brand? And how can offline and online media support your brand?Read moreBlog
Why graphs are great: the power of infographics
Will you publish a story online using only text? Good luck. Chances are your reader will tune out before it even gets interesting. Don’t beat yourself up, it’s not your fault. The online world is dominantly visual: images keep the scrolling audience captivated. The alphabet alone won't cut it: when presenting data you can’t do without infographics.Read moreBlog
Anchor your brand in your target group's culture with social media
The added value of social media is sometimes difficult for marketers to determine, apart from the results it has to offer the sales team. As a result, some tend to consider a 'must do', while it actually offers a wonderful way to gain a place in people's lives. The key is to identify your brand with the culture of your target audience, and for that, social works best. However, this requires a certain amount of courage from your brand.Read moreBlog
The Future is Modelled: strengthening Online Marketing with Data Modelling
We notice that, in the dynamic world of digital data, modelling marketing data is taking an increasingly prominent role. The ability to model data and gain valuable insights is becoming more and more accessible to organisations. In this blog, we explore what makes data modelling so important and what has contributed to its increased accessibility. We’ll also share our experiences with helping our clients discover the potential of data modelling during our Data Discovery workshops.Read moreBlog
Bing: a new search engine gateway to your target audience
Google is the unequivocal search engine market leader (and probably will be for a while). However, when it comes to search queries, there’s a challenger to that monopoly: Bing by Microsoft. In the last few months, Bing made some significant strides, moving from 1 in 20 search queries to almost 1 in 5. That growing influence and Bing’s market share are some aspects you should leverage in your digital strategies. You can ignore 5% of your potential visitors, but ignoring 18% of the queries that lead to your business would probably have a significant impact on your business – and not in a good way.Read moreBlog
Migrating to Sitecore XM Cloud: The step towards a Composable DXP
XM Cloud is the CMS of Sitecore’s new Composable DXP. It is a further development of their original CMS, but packed and serviced completely different. It’s SaaS, less hassle to maintain, quicker and easier to develop on, a lot easier to work with for content editors, but still as powerful and versatile as before. So when starting a new Sitecore implementation, choosing XM Cloud over the original Platform DXP is a no-brainer. But what about migrating your existing implementation to XM Cloud? There is no set upgrade path and your starting position greatly influences the desired route to take, but also the business case behind such a migration. In this article I will share my view on the important differences, challenges, benefits, caveats, possible approaches for a migration roadmap, and everything you would like to know and consider before embarking on this journey.Read moreBlog
Content marketing has become communication (and that’s bad news)
Does content marketing still serve a purpose in 2024? Patrick Severein (Head of Content and Strategist) raises some questions.Read moreBlog
What is search intent? And why is it important for SEO?
When you look something up on the Internet, you always do so with a specific intention. Whether it's to gather information, compare products or actually make a purchase. Either way, you want to see results that match your intent as closely as possible. This intent - called search intent - is a crucial factor for both Google and marketers.Read moreBlog
iOS 18 and RCS: a gamechanger for brands and marketers
With the recent launch of iOS 18, the messaging service Rich Communication Services, or RCS, is finally widely available. This can have a huge impact on how brands and marketers reach their customers. In this article, we dive deeper into the ins and outs of RCS and why at iO, we believe that it will provide better experiences.Read moreBlog
AI is changing how we search and it is time for brands to face this head-on
The impact of AI on search engine marketing and business models is huge. So start experimenting now, advises iO CEO Pieter Janssens.Read moreDossier
Dossier: Brands & society
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Dossier: SEO strategy
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Dossier: Google Analytics 4
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Dossier: Holiday marketing: how to score as a brand with Black Friday, Cyber Monday, and Christmas
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Are you fed up with boring marketing too?
Our attention spans are shorter, we skip commercials, and we click from video to video all the time. When consumers are bombarded with an avalanche of content every day, how can your brand stand out? Ruth Nys explains how to do creative content marketing without falling into the same old boring marketing tactics trap. Expert:Ruth Nys, Strategy Director ContentRead moreVideo
Steven Van Belleghem: The cost of poor 'Customer Experience' is frequently underestimated.
Companies are unaware of the enormous the cost of bad customer experiences. Out-of-pocket costs such as customer service are being pushed up, at a time when it’s becoming more difficult and expensive to find new customers.And this is happening while the brand credibility is declining and there is erosion in terms of new business development. In the video below, Steven Van Belleghem calls for more investment in customer focus, as a driver for a successful 2025.Read moreVideo
Challenger Stories: Brandt & Levie turns the meat industry on its head
For Brandt & Levie, responsible production is not an afterthought, but the core business. The Amsterdam sausage maker produces animal-friendly meat according to its own recipe — exclusively from well-kept pigs. An impactful story about sustainability in an industry that sometimes struggles to find it.Read moreVideo
Challenger Stories: Natuurhuisje protects local biodiversity
Natuurhuisje is not just a booking platform for holiday homes, it's a full-fledged climate company. Nature is at the heart of everything they do, and it's — in their own words — their responsibility to protect it. The booking platform is merely a means to that end. That's why Natuurhuisje donates part of its revenue back to local projects to improve biodiversity.Read moreCase
How do you bring brands and content creators together on one platform?
Famework is a platform where brands and content creators can connect. Our experts delivered the matching engine and algorithms that power the platform.Look at this client storyCase
How do you increase conversions and revenue with personalisation?
We increased the conversion and revenue of Verf.nl's webshop with a strong personalisation strategy.Look at this client storyCase
How do you optimize your membership management with OutSystems to make golf thrive?
A central database for software vendors and clear data of golf in the Netherlands: that's what we’ve built in OutSystems - using pure low-code development.Look at this client storyCase
How does a creative brand campaign support ambitious recruitment goals?
iO created two creative and multifaceted communication campaigns to strengthen the ACLVB’s image and recruitment. Click the link to find out more.Look at this client storyCase
How do you scale a lead gen strategy with affiliate marketing?
Successful affiliate marketing strategy generates leads and conversions. Want to know how we did it? Read our Philips case.Look at this client storyCase
how do you enhance the impact of the newsletter for a telecom giant?
Optimizing Content and Presentation: How iO Transformed Proximus' Newsletter Engagement. Read the case here.Look at this client storyCase
How to manage a range of websites while meeting client expectations?
Enhancing Digital Content Management for D'Ieteren Automotive's Websites? Read the full story here;Look at this client storyCase
How do you bring years of delicious creativity to life?
With creative always-on and ad hoc campaigns, our experts help Manna Sauzen grow into a leading Belgian brand.Look at this client storyCase
Freedom, self-reliance, and user-friendliness
Discover how the online presence of Firda was revamped with a new Drupal platform. With seamless integrations, simplified forms and an improved design.Look at this client storyCase
Clear communication & vision for stakeholders
Communication, internal & external, is important for Brussels Airport. Read here how iO supports the airport in this.Look at this client storyPage
WWVD: Download the presentations of Thursday 30 March 2023!
The first day of the Webwinkel Vakdagen (WWVD) is over! Still want to reminisce? Download the presentations of the lightning talks here.Read morePage
Give the Webwinkel Vakdagen (WWVD) a successful follow-up, together with iO!
As far as we are concerned, the Webwinkel Vakdagen (WWVD) was a great success! Did you think so too?Read moreStack
iO & Criteo, powerful automated online advertising platform
At iO we work with Criteo: an advanced platform for digital advertising and targeted, data-driven campaigns. Find out more about what we can do for your organisation.Read moreStack
Meta Advertising – Facebook & Instagram
Our +150 digital advertising specialists know how to make platforms such as Facebook and Instagram an essential part of your media mix.Read moreWhat we do
Digital marketing and advertising
Intelligent growth won't happen without digital marketing and advertising — and much more. Find out what our agency marketeers can offer you.Read moreWhat we do
Achieve and exceed your KPIs through performance marketing and iO | iO
Get more out of your ad campaigns with performance marketing. Find out how iO can support you, from strategy and setup to follow-up and optimisation.Read moreWhat we do
Pick the right advertising platforms and grow online
We have experience with all kinds of advertising platforms, like display, search, social, video, and affiliate. Make the right choices with our advice.Read moreWhat we do
Secure applications for all: user and access management
Identify users quickly and safely and give them the necessary access to your platform. Our experts will help you.Read moreWhat we do
Radio and television ads, custom to your brand
Use radio and television ads to boost your sales and generate brand awareness. Find out how we can help you.Read moreWhat we do
Cloud, Data & Integration: technology fueling digital experiences
We make your IT, data and marketing infrastructure scalable. And integrate it with the right cloud partnerships and data setups.Read morePress
iO study: majority of retail chains missing out on local SEO benefits
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The power of branded podcasts recognised with four Lovie Awards for iO
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iO focuses on talent: Wouter Dolle becomes HR Director in the Netherlands
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Two top experts of iO win the exclusive Sitecore MVP Award of 2024
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Research by blended agency iO reveals opportunities for local growth
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iO helps companies tap into their innovation potential
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NMBS picks iO as innovation partner and service design expert
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Strategic boost for iO with two new senior hires
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iO and Worldline launch AI Smart Search for Developer Portal
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Nagelmackers strengthens long-term relationships with a brand-new platform
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Plopsa and iO join forces to create magical digital experiences
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Brussels Airport Company and iO create the ultimate traveller experience
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The KNHB and iO launch new adidas Dutch hockey team kits with an inspiring campaign
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VRT joins forces with iO’s digital experts
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Golf.nl app 2.0 makes golf accessible to everyone
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Webinar: Increase your online impact with strategic SEO
Is your website not being properly found by relevant visitors? Is your SEO traffic not generating enough conversions? But do you think you already have an SEO-friendly website? Then it's time to switch from tactical to strategic SEO. Find out how during our webinar on 23 August.Read moreWebinar
Webinar: discover how digitally mature your business really is (and what steps to take next)
As a CEO, managing director or marketing manager, you’re steering your ship towards the digital future. But here’s the challenge: how do you ensure you’re on the right course? Which aspects are thriving, and which ones need a boost? Register for our webinar and discover exactly how your company can move towards complete digital maturity.Read moreEvent
Enhance your municipality's digital services with smart solutions
Do you want to elevate your municipality's digital services? Save the date and join us on November 25th to discover how you can use digital tools work more efficiently and better serve the residents and businesses in your municipality.Read moreWebinar
Webinar: How to easily gain complete control over the Woo publications of your organisation
With the introduction of the Open Government Act (Woo), the disclosure of information has become of greater importance. It’s wise to have a solid process and powerful digital tools in place to help your organisation comply to the Woo. But where to start? In the webinar ‘How to easily gain complete control over the Woo publications of your organisation’ we’ll show you how to set up this in a sufficient and user-friendly way.Read moreWebinar
Webinar: How to easily gain complete control over the Woo publications of your organisation
With the introduction of the Open Government Act (Woo), the disclosure of information has become of greater importance. It’s wise to have a solid process and powerful digital tools in place to help your organisation comply to the Woo. But where to start? In the webinar ‘How to easily gain complete control over the Woo publications of your organisation’ we’ll show you how to set up this in a sufficient and user-friendly way.Read moreEvent
Email Marketing 101 in 2025
Do you want to send emails that your target audience doesn’t just open, but also remembers? Emails that hit like your first sip of coffee early on a Monday morning. Then sign up for our event and discover how to make your emails the highlight of everyone's inbox in 2025. You’ll learn how to set up effective campaigns, what AI can do for you and how to increase your conversion rates. Please note places are limited, so reserve your spot in time.Read moreWebinar
How to become a Social Brand - Building your business with social media
Learn how to move from merely being present on social media to making an impact with an effective social strategy.Read moreWebinar
Discover what's new in HubSpot: your quick guide to the INBOUND '24 updates
With over fifty new features every month, the HubSpot express train shows no signs of slowing down. Last month at the annual INBOUND event in Boston, you could explore all the latest updates and get an exclusive preview of the roadmap for the coming year. Couldn't make it? Sign up quickly for our free webinar to get a concise overview of all the highlights from INBOUND '24.Read moreWhitepaper
Building brands with content
Brands are built with advertising, and content then adds depth to the brand, right? Not if you ask Aart Lensink. As a content expert, he helped several brands tell strong stories, and now he's sharing his knowledge on building brands with content in this e-book— packed with examples and with a concrete step-by-step plan.Read moreWhitepaper
Download the "2023 Local SEO Benchmark Report"
For the 2023 Local SEO Benchmark, we analysed nearly 100,000 business locations in 36 cities in the Netherlands and Belgium, across 14 different industries. Curious about how the retail sector in the Netherlands and Belgium is doing in terms of Local SEO? Find out in our 2023 Local SEO Benchmark Report . Some key conclusions of the 2023 Local SEO Benchmark Report:Read moreWhitepaper
Everything you need to know about Large Language Models (like ChatGPT)
AI language models, better known as Large Language Models, such as ChatGPT are hot. For some, they are a fine piece of pastime, for others an important tool to achieve business goals – not in the least for SEO and SEA. As they gain plenty of popularity, the complexity of the picture is also becoming clear, just the capabilities of AI. It becomes important to fully understand their potential, and their limitations, before you start working with them.Read moreWhitepaper
Download the all-in-one social media checklist
For many organisations, social media is still a Pandora's box. Yes, they are useful online channels, and yes, we might need to have a presence there. But how exactly do you tackle that? What do you need to take into account? This helpful social media checklist will take you a long way.Read moreWhitepaper
6 best practices for successful business innovation
How will your organisation challenge the status quo? What role do you hold in a market where the lines between different domains are becoming less distinct? How are you going to shape a future-proof business model that ensures that you are still relevant the day after tomorrow? The challenges of innovation aren't so much centered around refining your existing business model, but about responding smartly to a dynamic market where the rules are constantly changing. Therefore, innovation within your company remains essential: it enables you to tap into new markets, address new target groups and develop new propositions. Unfortunately, not every form of innovation actually leads to improvement. Our white paper shares 6 best practices for successful business innovation so that innovation does not remain a buzzword but delivers tangible results.Read moreWhitepaper
Whitepaper: Discover the power of branded podcasts
Branded podcasts offer organisations the opportunity to reach and stand out to their target audience in a unique way. Learn more about creating a successful branded podcast in this whitepaper, and discover inspiring examples from the market.Read moreWhitepaper
The key insights from Corporate Klooien – Back to Tomorrow
If you were to start all over again tomorrow, would you end up where you are today? In the 2023 edition of Corporate Klooien, we worked with professionals from influential organisations to explore their ideal future scenarios. We examined how they can deliver value and determine the right priorities in their specific situations. We did this using our own Corporate Alt Delete method.Read moreWhitepaper
How to successfully develop a platform
Facebook is a media company that does not create content. Airbnb has turned the hotel industry upside down without owning any accommodation. Two well-known examples of fast-growing platforms that enable transactions and bring users and products together. The main factor for success in this is their appeal to the right users and adding value by solving problems, providing convenience or introducing new services. They do this using a very strong User Experience (UX) and Developer Experience (DX).Read moreWhitepaper
Corporate Alt Delete – Rewrite your organisation’s founding story
Corporate Alt Delete is a book that bridges the gap between two worlds within an organisation: Team Horizon, thinking in opportunities, and Team Business, focused on current results and business value. This book invites you to breathe new life into the old founding story of the organisation, enriching it with today's market knowledge and business capabilities. Why read Corporate Alt Delete?Read moreWhitepaper
Whitepaper: How to unburden your business with ‘first time right’ marketing execution
Ideally, as a (Digital) Marketing Manager, you focus on developing and executing your strategy to achieve your organisation's goals. But what if your strategic focus is constantly disrupted by operational issues?Read moreWhitepaper
7 strategic considerations for building powerful platforms
For many companies, digital platforms are the backbone of their operations and critical to exceptional customer experiences. This white paper offers strategic insights and practical solutions to address digital challenges such as agility, scalability and security. Download now to take your digital platform to the next level and seamlessly align with your business goals.Read moreWhitepaper
Make ecommerce more personal and tangible using online configurators
Consumers are increasingly used to communication that is tailored to them. An ad for 30% discount on cat food after you searched for the best kibble is an example. But so is the online purchase process of those kibbles. After all, today we want an online purchase to feel just like its physical counterpart. Online configurators are a great way to replace the eager shop assistant.Read moreWhitepaper
5 insights from leaders in public communication
Effective communication between government and citizens is crucial in these rapidly-changing times. This whitepaper reveals five essential insights from some leading public communication professionals. Get inspired by these top leaders in the field and learn how to use branding techniques to powerfully communicate your story as a public organisation. After reading this whitepaper, you will knowRead moreWhitepaper
The CTO guide to a composable architecture
Instead of depending on one big software suite, the ‘composable approach’ enables organisations to customise their IT infrastructure by selecting and integrating the most suitable components for their specific needs. However, composable is not a universal solution. In this whitepaper we break down the composable concept, explain the core principles and its potential impact on your organisation’s digital ecosystem. We help you determine a realistic timeframe for transitioning to a composable architecture and evaluate whether your business is ready to embrace composability. Finally, we explore diverse migration strategies for a smooth and seamless transition.Read moreWhitepaper
Every experience matters: Unravel customer experiences with the Experience Model
Your brand has to compete with an unprecedented number of messages and stimuli for attention. To stand head and shoulders above the rest, it is essential to offer distinctive customer experiences. And that starts with a deep understanding of customer experiences.Read moreBlog
Work smarter, not harder: your guide to masterful productivity with AI
Are you tired of all the grand promises surrounding AI? Do trends come and go without leaving a lasting impact? Are you yearning for a down-to-earth answer to the question, "What can I truly gain from AI in my daily work?" Our Art Director and AI pioneer, Gijs guides you in this blog interview. Why can he only guide you? Because there's no one-size-fits-all approach. AI is tailor-made, but it can significantly simplify and enhance your work. Within minutes, promises Gijs, you can achieve powerful mass production. His practical tips might just transform your daily workflow or, at the very least, encourage you to rethink it. Discover how in this interview.Read moreBlog
Hot in 2024: sustainable websites
“Refresh your website every five years.” Sound familiar? Well, listen carefully. Because in 2024, things have changed. The tech keeping your website up and running used to be out-of-date after five years. But now, it’s become more stable. So, don’t jump on the new website bandwagon just yet, and do your homework to see what you can repurpose first.Read moreBlog
3 valuable SEO insights from Friends of Search 2024
As an SEO specialist I had the opportunity to attend Friends of Search, a well-known SEO and SEA conference in Amsterdam. The event attracts at least 600 visitors annually and guarantees thought-provoking talks, an exciting award show, and a networking moment. I was immediately impressed by the international expertise presented by the other attendees during this eleventh edition, held on 21 March 2024. Discover 3 valuable SEO insights that stuck with me.Read moreBlog
Why WordPress is the perfect CMS for marketers
At iO, we partner with some major players and market leaders in marketing and technology. One of these partners is WordPress, world's largest Content Management System (CMS). There are several reasons why WordPress tops the list of CMS platforms. For one, the platform has a lot to offer for all its target audiences. In this blog, we list its main advantages for marketers.Read moreBlog
How to create an AI copywriting assistant with custom GPT
Is AI the big monster some make it out to be? The one waiting in line to take over our job of content marketeer? One thing’s for sure: artificial intelligence is no hype. It’s here to stay, and it’s up to us to deal with it. At iO, we’re always looking at new ways to create value. AI turns out not to be a solution, but rather a means to an end. In this blog post, we explain how we use an AI copy assistant to write large volumes of copy in a cost-effective way.Read moreBlog
Drupal Starshot announced: 5 things you need to know
Earlier this month, Drupal founder Dries Buytaert took the stage during the annual DrupalCon North America in Portland (Oregon, USA). He delivered what some call the biggest Drupal news in a long time: the official announcement of Drupal Starshot. Being the largest Drupal partner in the Benelux, we at iO would like to shed some light on this upcoming launch.Read moreBlog
Drupal sets new standards with Starshot
iO and Drupal go way back. We have been using the CMS since our early days, so it is fair to say it holds few secrets for our developers. In recent years, the CMS market has evolved enormously, with new systems springing up like mushrooms. And even though many did not survive, there are still a lot of new CMS systems standing strong today. An unusual situation for Drupal, but with the announcement of Drupal Starshot, the answer is now finally here.Read moreBlog
Why a seamless partner experience is crucial for your organisation
The fact that a flawless digital experience is crucial to consumers, is not new — every day we experience this ourselves when using apps or ordering things online. Less known, but just as crucial, is the partner experience (PX). Especially for financial institutions (such as banks, insurers or payment companies) a seamless PX is invaluable. Friso Geerlings, Technology Director at iO, explains why this is the case and how you can safeguard your PX.Read moreBlog
Here’s how to write better with AI
As a writer, should you embrace or fear generative AI tools like ChatGPT, Copilot and Gemini? The former for sure, the latter perhaps too. In any case, they make you an offer you can't refuse. So, hoist these rambunctious AI sailors on board and put them to work, but above all remain the captain of your ship.Read moreBlog
Conversational search: what is it and why do you want it?
Conversational search in the form of an AI chatbot lets your website visitors interact with your content, resulting in a better customer experience. Conversational search is an advanced search method that uses natural language processing to understand search queries and provide relevant results. Instead of entering search terms, users can formulate searches as they would in a normal conversation.Read moreBlog
Four steps toward a flawless customer experience: the Double Diamond model
Good customer experience – say, the positive feeling that occurs and sticks when people interact with your brand – starts with a strong strategy. It requires lots of guessing, thinking, and doubting. Not to mention: hours of deciding and designing how to make it happen. So, how do you develop a strategy tailored to your organisation and goals? At iO, we use the Double Diamond model. It’s our creative guide to thinking from a problem-solver perspective. From product design to UX and far beyond, the Double Diamond model helps solve complex issues efficiently. In this blog post, we shed some light on the model, its pillars, and its possibilities, so that you can start using it to create flawless customer experiences that stick.Read moreBlog
Drupal 11: innovative features for better UX, performance and development
Drupal recently launched the latest version of its unsurpassed CMS: Drupal 11. As a Certified Drupal Partner, our 130-strong Drupal team is eager to get started helping companies find their way around. After all, Drupal 11 offers a lot of new features that improve the user experience, increase performance and streamline development processes.Read moreBlog
Putting your brand on the map with an effective content strategy
There is a lot to consider when creating a content strategy. From determining your goals, and researching your target groups, to spotting content opportunities and measuring your results. How do you get started? And what should you consider? You'll find out in this blog.Read moreBlog
The energy transition is enormous, how do you make it personal?
How do you explain the energy transition? iO and Enexis developed a permanent campaign with smart tech and several storylines.Read moreDossier
Dossier: Personalisation
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Dossier: E-commerce
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Dossier: Challenger Stories
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Dossier: Infinite Opportunities
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Dossier: Cookieless future
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Dossier: Video marketing
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Dossier: Marketplaces
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Dossier: Public Brands
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Dossier: Marketing automation
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Dossier: Ready to pop on social media?
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Dossier: Get a taste of AI – Discover the endless possibilities of AI
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Dossier: Discover the power of branded podcasts
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Dossier: successful innovation
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Dossier: Maximize your marketing efforts with HubSpot
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Dossier: Drupal. Why big brands rely on Drupal CMS.
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Dossier: Composable, the key to flexible business architecture
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Belgian Federal Public Service Foreign Affairs website, more accessible than ever before
How do we make our content accessible, so that every Belgian can find the information they need quickly and easily? The question came from the Federal Public Service Foreign Affairs and the answer? That came from iO. The result: a website that focuses on accessibility and presents the most important information in a crystal clear way.Read moreVideo
Digitising a business: the most common mistakes and how to avoid them
How is it that only 30% of the companies are successful in adopting digital transformation? In large part because it affects every aspect of a business: people, processes, infrastructure, and customers. We walk you through the most common mistakes we see in digital transformation projects so you don’t have to make them yourself. Expert:Tom van Mierlo, Digital StrategistRead moreVideo
Transforming technology into a catalyst for innovation
How fast can you launch new products and services, scale up or scale down sales channels, or provide a better customer experience? The technical complexity of a business often determines its innovation speed. We look at how to transform the 5 key blockers in technology into accelerators for your business. Expert:Raymond Muilwijk, Center of Excellence Lead TechnologyRead moreVideo
How to measure the value of innovations faster and more clearly
In 2024, you will be less likely to make long-term investments. ROI has become a more important factor in innovation compared to recent years. We share ways that will help you validate innovations faster and gain management’s support. Expert: Uilke Duinstra - Service Line Director Strategy at iORead moreVideo
Do you take social media seriously?
Social media as a marketing tool is often overlooked, despite their potential, they are frequently underutilised. Nevertheless, a strong social strategy and a brand-oriented focus are the keys to success on social media platforms.Read moreVideo
Building brands; yes you can!
Social media extends way beyond performance and direct conversion. It's about building brands, building relationships with the target group and strategically distributing content on relevant platforms. Success requires belief in the power of social media and investment in knowledge building and daring to experiment.Read moreVideo
Who decides if your content has value?
It is sometimes difficult to estimate which content is valuable and which is not because of the influence of subjectivity and different opinions in your marketing team. Fortunately, that responsibility lies entirely with the consumer. All you have to do is create a lot of content that is in line with your organisation’s values.Read moreVideo
Who sees which content? The algorithm decides.
Less is more? Not when it comes to social media content. You need a lot of contact moments to get on the radar and stay there. Then the algorithm decides who sees which content.Read moreVideo
Banish content burnout
Sometimes content marketers suffer from a content burnout: they don't know what to post or how to come up with creative content. The drip model offers a solution: take a look at the 'low-hanging fruit' within your organisation, sector and above all: your target group environment. With social posts that you write from the perspective of your target group, you always deliver engaging content.Read moreVideo
Is Facebook passé? No way!
Many young people are on Snapchat and TikTok today. In spite of that, Facebook, with 70% active users, remains the largest social network in Flanders. Do you want to reach your audience? Then consider using Reels. Facebook can also deliver strong results for B2B marketing, especially in combination with LinkedIn.Read moreVideo
Does your brand have to be on TikTok?
TikTok offers unprecedented potential for organic reach, but also brings challenges: privacy issues, diverse content and users; and a powerful algorithm. Post multiple times a day and focus on native content instead of your own campaign materials.Read moreVideo
Which formats work on social media?
Since TikTok boosted vertical videos, they have dominated all platforms. Using reels strengthens the bond with your video first users and gives you more organic reach and improves your marketing results.Read moreVideo
Conversation management: truth, courage and action
Conversation management is a shift from webcare to webdare. Where in the past, brands mainly responded to negative experiences and complaints on their own channels, now you join conversations with your consumers on your own and other channels. This increases your visibility and positions you in the market.Read moreVideo
Social media marketing: tried and tested by Dewaele
Content strategist Sam talks to Vanessa Loose, marketing manager at Dewaele. For Belgium's largest independent estate agent, social media are incredibly important. With a healthy mix of trends and evergreen topics, they always stay on the radar as a life partner in living and business through social media.Read moreVideo
Challenger Stories: Willicroft makes ‘cheese’ from beans and pulses
Research shows that not many people have a positive perception of plant-based cheese. Brad Vanstone wants to change that with his brand Willicroft on Amsterdam's Spiegelgracht.Read moreVideo
Challenger Stories: BayaBaya guarantees sustainability without compromise
With BayaBaya, founders Dirk Taselaar and Leon Daggenvoorde aim to take the plastic bottle out of the bathroom. Founded in 2021, the brand sells powdered concentrate for body wash with natural, vegan ingredients. Combine that concentrate with tap water and pour it into the aluminium refill bottle, and you've done your part, too.Read moreVideo
Challenger Stories: Hands Off wants to make plant-based chocolate the norm
Hands Off was founded in 2013 to turn the chocolate industry upside down. For example, founder Kitty Smeeten achieved a 42% CO2 reduction by replacing cow's milk with hazelnut praline.Read moreVideo
Video: Leaving no one behind digitally (David De Block)
In his talk at the 2023 BAM Marketing Congress, David De Block (Public Services Director at iO) talks about e-inclusion — or what it means to leave no one behind digitally.Read moreCase
How can you teach children about the dangers of social media?
The tool will help children learn about the impact of high screen time on their mental and physical health.Look at this client storyCase
How do you transform two telecom giants into one powerful brand?
Entopic/iO rewrote all content to a new tone of voice for the launch of the Odido brand and managed content migration from 2 websites to the new website. Want to know more? Find out in this case.Look at this client storyCase
How do you make port jobs more appealing?
For Port of Antwerp-Bruges, we brought a brand-new job platform to the market with a creative, multimedia campaign. Read more.Look at this client storyCase
How do you craft a captivating podcast journey for young train travelers?
Embark on a thrilling train adventure across the Netherlands with ‘Het Spoor Bijster’, a fuction podcast by the NS and iO.Look at this client storyCase
How to future-proof and secure a European dealer intranet?
Discover how the JLR Gateway, built in Drupal, acts as a central hub for dealer communication, processes, and collaboration.Look at this client storyCase
Impacting the traveller and environment through technology
Brussels Airport: a look at the digital platforms iO built for the ultimate passenger experience.Look at this client storyCase
A creative blend of skills
Discover what iO does for airport & travelers: from branding to creative campaigns and content creation.Look at this client storyPage
WWVD: Download the presentations of Wednesday 29 March 2023!
The first day of the Webwinkel Vakdagen (WWVD) is over! Still want to reminisce? Download the presentations of the lightning talks here.Read more