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Insights from behavioural science help to understand and even steer those decisions. For a marketer, this is both an advantage and a disadvantage. The advantage is that you can, of course, create a competitive edge with this. With knowledge of these insights and principles you can steer your target group in the desired direction. Or at least give them a push in the right direction. The disadvantage is that you are also human and therefore just as impressionable as your target group. All the more reason to keep reading.
Behavioural science is the study of human behaviour and the factors that influence it. For a marketer, this means that understanding consumer psychology and behaviour can be extremely helpful to the success of marketing campaigns.
By understanding the drivers and motivations of consumers, you as a marketer can develop effective strategies to promote your products and services. This can vary from developing advertisements, campaigns and content, to optimising the digital user experience. The behavioural scientist for whom introspection is second nature, can help the marketer to bypass his or her own biases and successfully apply the principles.
I’ll give you the five most important ones:
1. Social proof. The strongest behavioural principle. After all, we tend to imitate other people’s behaviour in social situations.
How can you use this? For example, by showing customer testimonials or product reviews. Earth shattering idea? Not really. But it works. ‘So many people can’t be wrong’.
2. Loss aversion. People have a strong tendency to avoid loss and are willing to take more risks to avoid loss than to gain something. The mental ‘pain’ of losing a ten euro note on the street is many times greater than the happiness of finding a ten euro note on the street.
How do you use this? Emphasise the sense of loss or scarcity if they don’t choose your product or service. Booking.com has had quite some success with this.
3. Framing. The way information is presented, has a big influence on the decisions people make. Politicians are masters at it. A way for marketers to use framing, is with pricing strategies. By cleverly framing your prices, you can influence the customer’s value perception.
Examples? When selling an expensive product, you can frame the price tag by saying: “Our product is €500, but it’s in the same league as products that are €1,000 or more.” This way, you make potential customers feel as though they’re getting a bargain by buying your product, instead of choosing a different, more expensive product”.
Another way to frame the price, is by comparing it to the long-term costs. For example, if you sell a product that is more expensive than the competitions’, you can frame the price tag by saying: “yes, your product is more expensive at first, but it does last longer than its competitor. So in the long term, you actually save money.” This way, you give potential customers the feeling that they're smart for buying your product because in the end, it’ll be cheaper.
4. Architecture of choice. The way choices are presented can influence the decisions people make. It’s therefore important for marketers to optimise the choice architecture to increase the likelihood that customers will choose your products or services.
People love to have choices. But they don’t love choosing. Too much choice leads to stress and ultimately, to no decision at all. And as a marketer, that’s exactly what you don’t want from your customer. (Ever been to a French Hypermarché? Then you know the feeling).
Subscription providers understand this principle well: do you choose a basic model, de standard option or the XXL version? 10 to 1 says you’ll go for the standard option. The default. Not coincidentally the most profitable for the marketer, and the consumer thinks they have made a smart choice. Everyone happy.
5. Perceived effectiveness. The easiest to explain, with some examples.
Why do you think mouth wash has a bit of a chemical taste? And toothpaste nice and fresh. And skin cleanser that stings a bit. For manufacturers, it would be a piece of cake to leave out these effects and, for example, make mouth was sweet. The point is: you expect that specific taste. That ‘confirms’ to your subconscious that it really works.
At iO, we’re fascinated by this and many more insights from behavioural science. We’re constantly researching the relevance and application with designing and developing dozens of digital experiences for our customers.
Want to find out more? Don’t hesitate to get in touch. Dozens of satisfied customers preceded you (social proof!).
Inspired by these examples? I’ve got the following reading tips for you:
Daan Goote
Client Lead & Consultant behaviour and psychologyDaan Goote is a psychologist and consultant in the field of (public) communication and marketing. He applies knowledge and learnings from behavioural science. 'People are not as rational as they think' is by far the most important insight.
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New technology, internet-of-things and proof-of-concepts. Find out how iO is introducing innovation at Brussels Airport.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 double your mobile conversion within 4 years?
What it takes to make booking as easy as possible for you? Discover the power of a strong management vision, a streamlined work process, and long-term, open, and transparent collaboration between Landal GreenParks and iO.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
iO: Your Shopify Partner for the best (online) shopping experiences
Discover how iO can elevate your e-commerce success with a tailored Shopify platform. From seamless integrations to limitless connectivity, we provide full support from technology to marketing, ensuring optimal growth and conversion.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
Reach your users with better persona and journey research
iO helps you find the best channels to reach your customers and leads – with in-depth research on buyer personas and customer journeys.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
A content strategy that fits your customer journey
From creation to curation, launch and analysis – your content processes always rely on a strong content strategy created by digital experts.Read moreWhat we do
Branding & marketing strategy: tell your brand story convincingly
Take control of your brand story with a sophisticated brand and marketing strategy. Power to the people, right? Get to know iO's take on things.Read moreWhat we do
Get better results with a targeted communication strategy
Build a strong strategy for your business communication. iO experts will help you get your message to your target audience.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
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
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
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
Online games: a win-win situation
Add a little spice to your campaigns with interactive minigames. Excite your audience and collect valuable data!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
Better results on your online channels with our content audit
Analyze your web texts, images, and online channels for SEO, comprehensibility, structure, accessibility, and user focus.Read moreWhat we do
iO is your UX writing partner for happier customers
UX writing removes friction in every step of the customer journey — resulting in satisfied customers.Read moreWhat we do
Hit the right chord with catchy copywriting and web editing
With strong copywriting and thoughtful web editing, you give substance to your brand story. Our experts are happy to help.Read morePress
iO bolsters ambition with the arrival of Collin Seyger as new CFO
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AkzoNobel unveils Colour of the Year 2024: Sweet Embrace™ with digital support from iO
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iO appoints Rachel Vermeulen as Managing Director of Campus Eindhoven
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iO named the most customer-focused digital agency in the Netherlands
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iO creates future-proof look for Assuralia
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4 out of 10 Belgians are digitally vulnerable
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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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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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The KNHB and iO launch new adidas Dutch hockey team kits with an inspiring campaign
Read moreWebinar
Webinar: the future of data-driven content strategy
A content strategy is often based on your own insights and those of the client. At iO, we like to link data to this that confirms or corrects those assumptions. In this webinar, data expert Michael will show how he generates the right data to build his strategy based on keyword and competition analyses and content dashboards, and what a data-driven content strategy will look like in the future.Read moreWebinar
How to tackle the top 10 challenges in sales and marketing
The digitalisation wave has helped many organisations with their online presence. But at the same time, this wave has also brought several crucial problems to the surface within sales and marketing. In this webinar(in Dutch), we look at the 10 most common sales and marketing challenges and give you concrete next steps to solve them.Read moreWebinar
Webinar: Spotting opportunities in times of crisis
The dot-com bubble, the Covid pandemic, the war in Ukraine: crises seem to be coming in quicker and quicker succession. But for marketers, those crises — from local events in specific markets to global phenomena — also always contain an opportunity. In this webinar, Tim Karpisek, Business Strategist at iO, explains how you can find relevant growth opportunities in times of crisis.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
Ad Tech: Take your media strategy to the next level
Now that cookies are disappearing, the biggest challenge for everyone in marketing today lies in measuring and analyzing marketing efforts. Companies currently find themselves facing a bit of a dilemma: on one hand, they want a transparent view of the results of their investments, on the other hand, they know that they need to rely more on data to make their advertising more relevant and efficient.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 moreWebinar
From branding to brand experience: how to create a coherent brand experience
In today's crowded marketplace, consumers are faced with a multitude of options. It's vital that your brand not only stands out but is also seen as positive and consistent. Additionally, you must be able to adapt seamlessly to market changes, all while maintaining your credibility and authenticity. Are you interested in discovering how to achieve brand experience excellence? Watch the recording now.Read moreWebinar
Webinar: elevate your brand: mastering the art of content strategy
How can you effectively utilize content to promote your brand? How can you ensure that your brand stands out with persuasive creations across the appropriate platforms? These questions will be answered in our complimentary webinar, where you'll gain insights on developing a content strategy that seamlessly aligns with your marketing channels and target audiences. Watch the recording below.Read 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
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
AdTech and MarTech: with the perfect blend, your marketing is ready for the future
Feel like your online ads don’t always reach your target audience? Or that your marketing analyses and campaigns could be much more efficient if you had the right tools? A blend of AdTech and MarTech is the answer to both those challenges. On October 15, we will show you how it will fire up your marketing in 2025.Read moreWhitepaper
Event-triggered multichannel marketing
Event-triggered marketing, the process of identifying, prioritising, categorising, monitoring, optimising and executing, is the most effective exercise multichannel marketers can do to reach audiences at the right moment. In this whitepaper we take you through five quintessential steps for event-triggered multichannel marketing.Read moreWhitepaper
The 7 pitfalls of personalisation
Personalisation revolves around adapting the user experience based on the user segment. But setting up a good personalisation strategy is not as straightforward as it seems. We’ll show you 7 pitfalls of personalisation and how to avoid them in this whitepaper.Read moreWhitepaper
Employer branding
Does it look as if your organisation is losing the war for talent? Does it start to seem like the right talents consistently prefer to join other companies? Today, unemployment rates in Belgium have hit an historic low (3%). This presents us with opportunities, as well as challenges. Less job seekers, more vacancies, increased competition in the war for talent.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
Impact of the cookieless future on marketing
In this whitepaper, we will immerse you in the world of cookies, discuss what exactly is about to happen and how you can prepare your company for it. Enjoy!Read moreWhitepaper
The e-commerce kick-start guide
The evolution in the e-commerce world moves at an incredible speed. That’s why the e-commerce issue becomes more and more complex, with new technologies, products and strategies to deploy. And companies have no choice but to try to keep up with this rapid evolution.Read moreWhitepaper
The journey towards superior email deliverability
Every business that uses email marketing in its strategy to reach a target audience wants to get a spot in the target audience’s inbox. But spam has become such an overwhelming part of email traffic that it’s become more difficult to get past Internet Service Providers and Mailbox Providers. That’s why an email marketing strategy needs to focus on email deliverability.Read moreWhitepaper
3 steps to build a successful B2B inbound marketing strategy
Shouldn’t the client be at the heart of every marketing campaign? When it comes to good inbound marketing, the same is clearly true for B2B marketing. Inbound marketing is an effective way to gather everything you need to build a successful campaign: the right, qualitative leads - collected in a way that does not disturb the user experience, using data that’s willingly shared. It’s a fitting approach, not only for acquiring new customers, but for turning them into enthusiastic brand ambassadors in the process.Read moreWhitepaper
Chasing the spark: emotion and creativity in communication
When was the last time you felt truly touched by an advertisement? Pure, raw creativity in the streets, in a magazine, or a heartwarming commercial. In short: a (rare) moment when a brand boldly entered your comfort zone through emotion. Sounds familiar?Read moreWhitepaper
Sell & advertise on bol.com
Most of us have probably already ordered a product or two at bol.com. But the platform also offers merchants interesting opportunities to sell and advertise products, in Belgium and the Netherlands. In this white paper we will tell you more about the possibilities of the platform.Read moreWhitepaper
Boost growth with digitalisation
Digital transformation may be a buzzword, but that’s because it’s happening right now. Digitalisation has gained momentum every part of society and it’s showing no sign of slowing down. Consumers have high expectations and now it’s for companies to anticipate their digital needs. iO has the expertise and experience your company needs for effective digital transformation. Digitalisation is a mindset that has an impact on the entire company, from business operations and internal processes to marketing and communication. Customer focused and with a clear vision. Do you want to know more about the benefits of digitalisation, and how to embed it into the DNA of your company? Our experts have bundled their insights and experiences into an inspiring ebook that will help you prepare your brand for tomorrow.Read moreWhitepaper
Why you should use video and visual storytelling in your content approach
Visual storytelling and video hit the right notes with your target audience – using words, images, and sounds. With an approach of 'less selling, more telling' you transcend the product level and tell your audience a story. This makes visual storytelling an intuitive and attractive format to create authentic bonds with your customers, employees, or prospects.Read moreWhitepaper
The 2024 iO content calendar
“Create ridiculously good content”, an undeniably strong mantra for everyone in the business of content creation. After all, content is a unique way to share relevant and interesting stories with others and therefore forms a bridge between the company and the audience.Read moreWhitepaper
Digital tools: challenges and opportunities for insurers
Naturally, we consider digital to be the future. Do insurance buyers in Belgium and the Netherlands see it that way as well? Together with market research agency BUFFL we asked 1.500 insurance policyholders about their views on digitalisation in the world of insurance. The conclusion? A remarkable one, to say the least. Prepare to read all about in our exclusive 18-page industry paper, including interesting bits of context, nuance, and thorough explanations.Read moreWhitepaper
Digitalisation - the key to unlock B2B business growth
The digital revolution has profoundly changed the B2C market, and B2B soon followed. None of it happened overnight, by the way. In fact, the trend was initially slow to take off in the B2B sector. Today, digitalisation reached essential status in B2B for anyone wishing to stay ahead of the competition. Its secret? An omnichannel approach, the new standard for B2B sales.Today, B2B customers expect the same standards as B2C customers do in terms of access and service from self-service platforms and digital portals. They expect to find the right products, services or ecosystems across all stages of the customer journey. How do you manage B2C expectations in a B2B context?Read moreWhitepaper
How do you find and motivate talent in Belgium?
The battle for talent – in other words, valuable, talented, and motivated employees – is raging harder than ever before. And that's not surprising. For every organisation, the key to success lies with the right talent. Young and old, highly educated, and self-taught, native and immigrant. How do you get them on board? And how do you stop them from looking elsewhere? Instead of using recruitment as a means to attract talent that’s based on financial promises and incentives, in the long term it’s wise to have a sustainable approach that starts from within your own organisation. In this whitepaper we will analyse the importance of your employer value proposition and take you through the recruitment do's and don'ts. Peppered with facts, figures and statistics that are relevant to the Belgian jobs market, and concrete tips, tricks, and trends.Read moreWhitepaper
Win the battle for the consumer with marketing automation
In 2023, consumers’ expectations are higher than ever. They reject generic messages and communication. More so; they want to be put on a digital pedestal. To be personally addressed and only shown content that is relevant to them. In other words, they want companies and brands to give them an experience. And that experience has become just as important as a product or service.Read moreWhitepaper
The Opportunity Report: take advantage of the latest developments in strategy, marketing and technology
How do organisations stay ahead of the pack in a constantly evolving world? With a collection of expert insights in a single guide, to make the most out of new market trends, emerging technologies and upgraded industry standards. This Opportunity Report is created and curated by professionals across marketing, strategy, content, and technology, using their common vision on what will shape the world, the market or their field of expertise.Read moreWhitepaper
Get the most out of your social media marketing
Many companies use social media to reach their target audience. Too few companies use social media to engage their target audience. A shame really. Because engaging content is the key to success on social media.Read moreWhitepaper
Digitise your trade union services for your sector
Trade unions play a crucial role when new technologies and trends emerge. But how do you ensure that your trade union keeps up with the expectations of your demanding customers, members, and users.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
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
Flawless content migrations
Do you want to rebrand your organisation? Is an acquisition or merger imminent? Or do you want to improve your customer experience, and does this require an organisational change? For these types of digital transformations, changing technology is often a challenging and crucial part for organisations of all sizes. Whether you need to upgrade the CMS system to a newer version, or you want to increase your innovation speed with a headless CMS, there is often one element that receives little attention: the content migration. Far too often, a content migration is nothing more than the last thing on the list, because it’s the technology that requires a lot of attention and budget, isn’t it? How complex can it be to lift and shift the content from the old system to the new?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
The 2025 iO content calendar
“Create ridiculously good content”, an undeniably strong mantra for everyone in the business of content creation. After all, content is a unique way to share relevant and interesting stories with others and therefore forms a bridge between the company and the audience.Read moreBlog
How furniture brand Pode benefits from a headless approach using Storyblok
Ever more organisations have been making the shift towards headless when building their new online platforms. At iO we used the combination of the Storyblok CMS and Next.js to create a total brand experience for furniture brand Pode’s new website. In this article, we will tell you why and how.Read moreBlog
The 5 most important digital trends for 2023
These are turbulent times. Crises seem to occur more frequently, and we face immense challenges in the fields of health, climate, energy, politics, and security. What does that mean for your organisation? And how should you respond to changing times? Our experts share their insights on the five biggest digital trends of 2023.Read moreBlog
Link building 101: Why it matters for SEO
The goal of link building, as a part of SEO is to increase visibility and the number of visitors to your website, by trying to obtain a higher position in (Google) search engines results. But how does link building contribute to your overarching SEO strategy? How do you implement qualitative link building? And why is it a good idea to outsource link building?Read moreBlog
The most common pitfalls in digitisation and how to avoid them
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 of the presentation of Digital Strategist Tom van Mierlo with you.Read moreBlog
How to measure the value of innovations faster and more clearly
Earlier this year, we launched the Opportunity Report: a collection of visions and insights from our experts to help you stay ahead in the new year. On 9 March, during our online event “Accelerating your business in 2023”, we brought these insights to life. One of the live sessions at this event was hosted by Uilke Duinstra (Service Line Director Strategy), who talked about ways to help businesses and organisations validate innovations faster and gain management’s support. In this article, we’ll share the key takeaways from Uilke’s session with you.Read moreBlog
Search engine marketing in 2023: key trends
What are the trends in search engine marketing in 2023? What should we look out for when machine learning takes over part of our work? We list three notable trends and provide some best practices.Read moreBlog
Data & Intelligence: removing emotion from the boardroom
Data has been vital for some time now in demonstrating whether a marketing and sales strategy is a hit or a miss. However, the discussion is still dominated by gut feeling when analysing why strategies fail and what needs to be radically changed. By removing emotion from the boardroom, we raise marketing and sales efficiency. In the past, marketing strategies were based on what had already happened. Today, we have a high degree of predictability. Digital marketing has never been so close to certainty.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
How do you develop distinctive marketing campaigns?
Marketing campaigns are becoming more standardised and less distinctive due to automation. Today, you have to differentiate your campaigns on a strategic and creative level, where we are still better than the machine. What impact does that have on marketing organisations?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
Digital advertising is experiencing a metamorphosis
Now that third-party cookies are on their way out, companies have to start using their own data. Expert Jacob Eeckhout, who leads the Center of Excellence Marketing at iO, sees opportunities for many companies to build closer customer relationships after the initial panic. "When companies have to build campaign strategies using their own first-party data, their users can easily become less open. Transparency and control will restore trust between brands and consumers."Read moreBlog
How a sophisticated content strategy can boost your business
Having a clear online content strategy is more important than ever before and that is no surprise. The pandemic accelerated the online presence of many brands and increased digital competition. Consumers love shopping online, and we are never far away from our smartphones — we use them to pay, to scan menus, and even to track our health.Read moreBlog
7 essential insights to help you determine your marketing budget for 2025
In the ever-changing world of marketing, it can be challenging for CMOs to determine the correct marketing budget. The economic landscape and technological advances in the marketing industry calls for a new approach to budgeting. In this article, Glenn Weuts - Head of Marketing Technology at iO, shares seven marketing budget insights, with recommendations for how to determine your budget for 2025.Read moreBlog
Opinion article: Will our marketing plans ever be free of the 'gamble'?
Summer is slowly changing into autumn, the annual cue for the opening of the "budget season." Time to fire up the roulette wheel; redistribute marketing investments on gut feel, driven by the resources provided by management. Or are you doing it differently this year?Read moreBlog
Digital transformation: 5 statements that point to potential problems
Digital transformation touches every aspect of a business: people, processes, infrastructure, and customer relationships. Most problems that arise during a transformation process often have their origins in one or more of these aspects. How can you be alert to this?Read moreBlog
'Get a taste of AI' #2: Generative AI in practice - How to create business value from day 1
When you understand AI’s full potential you can use it purposefully. But how do you translate the versatile possibilities of AI into the specific context of your everyday business operations?Read moreBlog
How do you guarantee that innovation is successful in your organisation?
Exploring new markets, creating new revenue models, developing new products and solutions: there is consensus in most companies about the need for innovation. But guaranteeing the success of your innovation interventions is not a straightforward process. In this article we share 5 tips that you can use to increase the chances of your innovation process being successful.Read moreBlog
Why you should start preparing your webshop for the holiday season now
After an extended period of online retail growth, both Belgian and Dutch consumers are finding their way back to physical shops. Online shopping is now an established part of the retail landscape, with the biggest platforms continuing to exert their dominance, seducing more and more consumers. As the holiday season comes around again, many retailers are wondering what this year has in store. Alongside Christmas, newer celebrations like Black Friday, Cyber Monday, and Singles Day are attracting more and more attention in Belgium and the Netherlands. What does this mean for local retailers? We have analysed the market impact of these changes for you.Read moreBlog
2024: the next step for analytics and tracking in a 'privacy first' world
You may not have noticed, but a lot has changed in terms of analytics and tracking over the past five years. This is partly because we've already grown accustomed to many changes, and partly because their impact has come very gradually. Half a decade ago, no one knew of the existence of a cookie banner, a year later everyone thought they could never get used to it, and today we don't know any better. We've made serious strides in terms of data regulation, and perhaps the biggest steps are yet to come in 2024.Read moreBlog
2023: a year in an era of change
Does the name Leonhard Huizinga still ring a bell for anyone? Once a popular Dutch writer, now forgotten. He made his debut in 1936 with the book 'De Gestroomlijnde Wereld'. Already a wanderer at a young age, Huizinga's book opened an unknown world to many readers. An exotic world, which seemed to be getting smaller and smaller, because it was more accessible by car, train, boat, and airplane. Faster, more comfortable and with more and more streamlining — quite literally. Curious, boundless, full of wonder. Not realising, as early as 1936, that over that same world lay the shadows of tomorrow.Read moreBlog
How Camp Amersfoort National Monument attracted 30% more visitors with a podcast campaign
With the podcast campaign The Missing SS Commander, iO and National Monument Camp Amersfoort succeeded in creating the branded podcast of 2023. Staggering download figures, rave reviews from listeners, an important contribution to Dutch war history and a 30% increase in visitors. Here are the important lessons we learned making the most celebrated Dutch branded podcast of 2023 in a long read.Read moreBlog
4 tips to develop a successful measurement plan
More and more organisations want to measure the return on investment of digital platforms accurately. But how do you develop a successful measurement plan?Read moreBlog
Why Google Consent Mode V2 is crucial to marketing in 2024
The marketing world keeps turning faster, with new updates or guidelines at every turn. It’s a world that forces businesses to change with it. A recent change by this organization includes, among other things, that Google Consent Mode must receive an update by March 2024 to enhance user privacy. Take the Digital Markets Act, for instance. This European legislative body regulates digital platforms by creating laws. A recent legislative change includes that Google Consent Mode is required to carry out an update by March 2024 at the latest to better protect users’ privacy.Read moreBlog
3 trends in content marketing for 2024
Users are becoming increasingly mobile: they're freely moving from channel to channel, looking for the content they want to consume. So keeping an eye on trends and taking full advantage of them is more important than ever. After all, trends offer a perfect opportunity to be creative. But what can we expect in 2024? In this blog, you'll discover three trends you can address to increase your impact with your target groups.Read moreBlog
‘Get a taste of AI’ #3: How vectors add flavour and value
Every new era requires new fuel, and the AI era is no exception. Simply collecting raw data is not enough to effectively utilise generative AI – you also need to process and interpret the data. The vector database bridges the gap between data and AI, enabling valuable output and optimal customer experiences. In this article in our ‘Get a taste of AI’ series, you will learn how vectors work and gain the tools to apply them in your daily practice. The term “vector” may not be familiar to the general public, but its impact certainly is. Vectors provide more accurate results and recommendations in search engines and recommendation engines, improving the user experience. They add context and relevance, making the difference between a positive and a negative experience. But how does this work exactly? And how can your organisation leverage vectors for AI?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
Why is always-on gaining ground over ad hoc campaigns?
In the marketing optimisation of larger iO clients - such as Brussels Airport and Lidl - we see a shift from ad hoc campaigns to always-on. There are a few logical explanations for this trend. And both the elimination of cookies and the focus on the customer experience (CX) have a lot to do with it.Read moreBlog
Discover conversational AI search
Conversational search in the form of an AI chatbot lets your website visitors interact with your content, resulting in a better customer experience.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 moreDossier
Dossier: B2B - Turning B2B challenges into solutions
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Dossier: successful innovation
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Dossier: The Opportunity Report
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Infinite opportunities: Thierry Geerts (Google Belgium)
"Digitisation in Belgium is progressing rapidly, but not as fast as it could or I hoped it would," says Thierry Geerts, CEO Google Belgium. He wrote a book, Digitalis, about his vision on digitisation. He talks about how we can — and should — pick up the pace of digitisation.Read moreVideo
Infinite opportunities: Peter Van Hoecke (Van Hoecke)
According to Peter Van Hoecke (CEO Van Hoecke), the client is always central, especially — in digital transformation. By automating, accelerating, and rationalising processes, you help your clients save time — our most finite and valuable resource.Read moreVideo
Infinite opportunities: Steven Van Belleghem (iO)
Steven Van Belleghem (partner iO) talks about the three main advantages he sees in technology and digital transformation: faster than real-time service, hyper-personalisation, and the ultimate convenience.Read moreVideo
Infinite opportunities: Yannick de Bièvre (MediaMarkt)
MediaMarkt is an omnichannel retailer, and that is a very conscious choice. Digital and non-digital channels flow seamlessly into each other, according to Yannick de Bièvre (Head of Marketing BeLux).Read moreVideo
Infinite opportunities: Paul Smeets (Cadac)
You can't do partial digital transformation, says Paul Smeets (CTO Cadac). In this video, he tells you more about his vision on digitisation.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 moreVideo
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
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
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
AI - The future is not what it used to be
Do you remember when ... the invention of the computer caused a seismic shift in the job market? People unwilling to work with computers were quickly replaced by people who were; and today everyone carries a laptop. Today the same thing is happening with AI. In this webinar, Rodger Werkhoven will share his passion for Artificial Intelligence and introduce you to OpenAI as a love brand.Read moreVideo
The Canon of Flanders: from Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter.
From Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter: the Canon of Flanders is finally here. The much-discussed list resulted in a bulky book of more than 300 pages and includes an overview of the Flemish language, culture, and history from the end of the last ice age to today. But there is also an online version: www.canonvanvlaanderen.be . iO developed this on behalf of the Commission Canon of Flanders, which received a mandate from the Flemish Government, Department of Education & Training.Read moreVideo
Primagaz & iO: a shared journey of growth and success
Discover the fruitful collaboration between Primagaz and iO in this 'Walk and Talk' video. In this video, you'll get a behind-the-scenes look at the collaborative dynamics between Primagaz and iO. We discuss how we dealt with challenges, how we exploited opportunities and what strategies we developed. We'll take you through our shared journey of growth and success, where trust and a commitment to excellence are central. This Walk and Talk is more than just a conversation - it is a celebration of a collaboration that has stood the test of time. It is a story of mutual growth, of learning and evolving, and of creating value for both organizations.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 stimulate brand engagement in your community?
Together with Big Green Egg Europe, we've developed an app for users and fans to interact with the brand and each other while mastering their beloved Big Green Egg BBQ.Look at this client storyCase
How do you build a scalable digital infrastructure?
iO helped Nutricia Worldwide with a digital infrastructure to manage content for 45+ countries — bringing formula to the people who need it most.Look at this client storyCase
How do you sell online efficiently in B2B?
For international distributor SIBO Fluidra, iO developed a B2B Magento Open Source commerce platform and Akeneo PIM system.Look at this client storyCase
How do you create a strong brand that attracts job applicants?
We helped Carglass, Belgium biggest car windscreens specialist, develop an employer brand for job applicants and employees. Read more about this case.Look at this client storyCase
How do you spread the sustainable message of a European market leader?
Read more about our collaboration with Havep, the European leader in sustainably produced and environmentally responsible workwear.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 does innovative technology simplify everyday navigation in real life?
Updating and implementing interactive navigation on HD touchscreens for visitors and shoppers at Wijnegem - Shop Eat Enjoy.Look at this client storyCase
How do you market an annual garden catalogue?
The DIY and home improvement shop needed a sound marketing approach with strong targeting. Our experts took care of that.Look 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 do you generate attention for the silent engine behind the World Cup?
For Amnesty International, iO created a sharp creative concept ahead of the Qatar World Cup and brought it to the general public.Look at this client storyCase
How do you have pure customer conversations, offline and online?
Leen Bakker wanted to respond faster, sharper, and more appropriately to online messages. The conversation management experts at iO were happy to help.Look at this client storyCase
How to translate brand values into engaging stories?
iO created a content strategy for Audi that gives the brand values an emotional charge through storytelling.Look at this client storyCase
How a down-to-earth audit paves the way to the ideal digital tools?
With an efficient platform audit, our experts helped Ebema make the most appropriate choices.Look at this client storyCase
How do you launch a new brand in the mobility industry?
iO and AutoRepairGroup ‘we restore everything, even your smile’ – partnering to build brand awareness in the mobility sector.Look at this client storyCase
How do you introduce flexible, efficient mobility in an organised way?
Hoppin is a new platform for the Flemish Government with a focus on flexible mobility. Discover how we helped launch the platform.Look at this client storyCase
How do you digitise 133.000 years of history?
In 60 historical windows, the Canon van Vlaanderen depicts Flemish culture - and we provided the interactive website.Look at this client storyCase
How to create a robust personalized inspiration platform for food professionals in Drupal?
For food giant Vandemoortele, we built a Drupal platform that inspires and supports multiple audiences with customised content. Read the case.Look at this client storyCase
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 empower SME entrepreneurs to experience the power of smart energy solutions?
The ‘More with Energy’ campaign aims to inspire entrepreneurs and provide them with tangible tools to make their business more sustainable.Look at this client storyCase
How to deliver a consistent brand experience across 35 countries
How do you develop a digital and internationally deployable retailer concept that takes your customer experience to the next level?Look at this client storyCase
How do you ensure a flawless guest experience at a renowned holiday park?
iO helped Landal Greenparks create a hospitality experience that seamlessly integrates top personal service with digital convenience. Discover the case.Look at this client storyCase
How do you accelerate getting innovative lighting into the living rooms of 47 countries?
iO experts built a brand new D2C website with an advanced Adobe Experience Manager e-commerce platform for lighting specialists Signify. The result: happy users and satisfied teams. Read the full case here.Look at this client storyCase
How to effortlessly manage 140 unique websites for a global paint and coatings giant?
Paint and varnish multinational AkzoNobel managed 140 websites, previously all with local support. iO's specialists ensured successful migrations to Adobe Experience Manager and centralised support with internal teams. Read the full case here.Look at this client story