Vacature voor een ervaren acccount leaderhttp://www.luon.com2014-09-19T14:25:12umbracoLUON blogenZonhoven start met verlagen van cholesterol: 1 dorp, 1 maand, 1 uitdaging.http://www.luon.com/blog/2014/9/19/zonhoven-start-met-verlagen-van-cholesterol-1-dorp-1-maand-1-uitdaging.aspxFri, 19 Sep 2014 00:00:00 GMThttp://www.luon.com/blog/2014/9/19/zonhoven-start-met-verlagen-van-cholesterol-1-dorp-1-maand-1-uitdaging.aspx

Wordt Zonhoven binnenkort de gezondste gemeente van ’t land? Als het aan hen ligt, wel. Want ze gaan 4 weken lang met z’n allen voor een lagere cholesterol.

Daarbij krijgen ze een complete Becel pro.activ Starterskit en professioneel advies van onder meer huisartsen en diëtisten. Ook kunnen ze deelnemen aan tal van leuke groepsactiviteiten: gezonde kookworkshops, aquajogging, originele fiets- en wandelzoektochten, Tai Chi en Yoga, een tuindag, … Alles om de uitdaging zo aangenaam en gevarieerd mogelijk te maken en ondersteund door een motivationeel emailprogramma.

Simultaan met de challenge loopt een mini-serie van 20 korte episodes op YouTube, met persoonlijke getuigenissen, tips over koken met Becel pro.activ en verslag van de wandel- & fietstochten.

Zonhoven Start website: www.zonhovenstart.be

Zonhoven Start You Tube episodes: Becel pro.activ

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Number of the Month: July 2014http://www.luon.com/blog/2014/7/23/number-of-the-month-july-2014.aspxWed, 23 Jul 2014 00:00:00 GMThttp://www.luon.com/blog/2014/7/23/number-of-the-month-july-2014.aspx

Browser market share is an important issue for web developers all around the globe, especially since developing for older browsers has made innovation difficult.

When Google introduced Chrome for Windows late 2008 a new competitor for Firefox (Mozilla, all platforms) and Internet Explorer (from Microsoft, only on Windows), the two only browsers with a significant user base, was born. Now Chrome has replaced Internet Explorer as default browser on most computers.

A quick look at this month’s figures will bring joy to front-end developers because Internet Explorer 8 now only holds a 3% market share. These are our own statistics of a high-traffic site in our portfolio: Solo.be. If we look at the public stats on statcounter.com the number even drops to 2.3%.

Internet Explorer 8 is the last of the antique browsers still in use. It was launched in March 2008 and was the last Internet Explorer version to be supported on Windows XP.  In its heyday (in February 2011), it had a 38.3% market share. But a lot of water has passed under the bridge since then. IE8 lacks the support of many great innovations and standards. If we no longer have to support IE8, we can finally embrace SVG, CSS3 and Media Queries, things all the other browsers have been doing for ages. And since all recent IE versions come with Auto Update, we will never have to worry about the really old browsers again.

More recent versions of Internet Explorer are still going strong. Stats from Solo.be illustrate that Internet Explorer 9 (4.7%) 10 (3.3%) and 11 (15.5%) currently have a total market share of 23.5%. In comparison: Safari takes the biggest slice of the cake with a 28.7% market share (mostly mobile users) while Chrome, for its part, brings us 27.2% of all our visitors.

So it would make sense for us to discontinue IE8 support this year. Google did so worldwide on November 15th 2012 (almost 2 years ago!), so why won’t we?

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Web design trend: cardshttp://www.luon.com/blog/2014/7/17/web-design-trend-cards.aspxThu, 17 Jul 2014 00:00:00 GMThttp://www.luon.com/blog/2014/7/17/web-design-trend-cards.aspx

At the Google I/O conference last month, Google introduced their new design guidelines called Material Design. These specs will be used to redesign all the Google products: Search, their web apps and the whole Android ecosystem. One important component of this Material Design is cards, a design trend used by all the major key players online.   Cards are not a new phenomenon: Twitter switched to cards, Pinterest always displayed their content in the form of cards, Facebook redesigned its news feed as cards and Google is already using cards for Google Now on Android.

Coming to think of it, we have been using cards forever: business-cards, which contain relevant information about 1 person, playing cards, greeting cards and credit cards. In general: cards are a great way to bundle scannable bite-size information.

Google describes ‘Cards’ in Material design as:
A card is a piece of paper that contains a unique data set of related, heterogeneous information, for example, a photo, text, and link all about a single subject. Cards typically are an entry point to more complex and detailed information.

Cards are a step away from the classic navigation that uses pages and destinations and makes websites more modular with pieces of personalized content. You can compare each card to a miniature webpage. These cards can display website-specific content, but – in the case of Twitter – are also used to include third-party content, relevant to the tweet in the card. For example: Twitter also embeds the video from YouTube, or the photo you linked to in the tweet. This drastically improves the experience for the user.

The advantages for the end-user are significant: we bundle all the relevant information into one card, mostly using a visual, a title, some text, and one or more actions. In this way everything is easily scannable, quickly discarded if not relevant and – more importantly – each card can be easily shared or embedded in your own site.

From a builder’s perspective

Cards are a design pattern that makes it easy to design and develop for a responsive website, where all the content has to be available to all devices (and all different sizes of screens, going from smartwatches to giant TVs). It is an excellent solution for the specific demands of mobile devices (which are typically smaller) and interfaces, where screen estate is expensive and user interaction has to be simple. On tablet and desktop, we can put multiple cards in columns while still keeping the card’s design.

cards

Cards also solve a typical mobile-only UX issue: users expect condensed information. Cards are perfect for the new generation of Internet users, who will probably skip long chunks of text (TL/DR = Too long, didn’t read).

Cards are the new creative canvass and are incredibly flexible. We can add user interactions, link, expand, fold or turn them over to display more information or to group other actions a user can perform with this information.

We think card design will boom over the next few years and will be a very important user interface element that is going to be around for a long time to come.

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Beyond advertising: Paid by Relevancehttp://www.luon.com/blog/2014/5/22/beyond-advertising-paid-by-relevance.aspxThu, 22 May 2014 00:00:00 GMThttp://www.luon.com/blog/2014/5/22/beyond-advertising-paid-by-relevance.aspx

Banner ads, expandables, interactive takeovers, reskins, overlays… our websites and mobile apps are flooded by advertising messages, all hoping to collect a few views and clicks. And cents of course, because how else are we going to keep it all up in the air? Well, turns out there’s another, far less intrusive and beautifully elegant possibility.

But let’s start at the beginning: Meet Luis Von Ahn. He’s the man behind one of the most hated things on the web:  CAPTCHA’s. He’s the very one responsible for all those hours wasted by figuring out obscure, unreadable pieces of text we have to type before we can submit a form. Who would have thought he isn’t the devil after all?

During his inspiring talk at this year’s edition of the ‘The Next Web’ conference, he admitted he really feels bad about wasting all that valuable time. That’s why –and here comes our first clue- he decided to try to reuse that wasted intellectual energy for good. He founded reCaptcha (now acquired by Google), an even so annoying form of Captcha, but this time he included a brilliant twist:  Now, you get two words instead of one. One of the words is a known word the system can use to figure out if you’re a human. The second word however, is taken from books that are being digitized and for which the computer program can’t figure out what is written. When a sufficient number of people give the same characters for the word, it is accepted and added to the digitized book. So you actually help digitizing books by typing in those Captcha’s.

Ok, that’s cute, I hear you say. Good for him.
But how is that going to pay for my app?

duolingoWell let’s take a look at his second (and more commercial) project: DuoLingo. It’s a free app you can download to learn a language. Free as in you don’t pay anything but get the same value competitors sell for hundreds of dollars. And not an advertising banner in sight. So how does he do it?

He actually uses the same reCaptcha-technique: the reuse of intellectual energy. Each of the 12,5 million DuoLingo users (more than the entire US school system!) receive texts to practice on, based upon their individual level. And guess where these texts (partly) come from: from partners like CNN that have to translate tons of pages each day into different languages. Each user gets little pieces of those texts based upon their level. And when enough people translate them in the same way, they get accepted as correct and added to the translated version of the article. And that’s a service cnn is more than willing to pay DuoLingo for.

Of course, the app itself still has to be top-notch also. That’s why they embed lots of marketing techniques like gamification, A/B testing and persuasion design to make sure the users keep coming back.

The result? A free app letting everyone learn a language, driven by a steady revenue stream not depending on advertising, that even doesn’t have to advertise for itself (by comparison: one of it’s biggest competitors, Rosetta, spends $150 million each year on advertising).

Now, let’s start thinking how we can use this idea for our own business. LUON already did something similar with Ello Mobile, donating money to a good cause by starting from something people do either way: making phone calls. Up to the next idea.

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WassUp Recap, March/April 2014 edition: the slideshttp://www.luon.com/blog/2014/5/6/wassup-recap-marchapril-2014-edition-the-slides.aspxTue, 06 May 2014 00:00:00 GMThttp://www.luon.com/blog/2014/5/6/wassup-recap-marchapril-2014-edition-the-slides.aspxOnce again, a big thank you for everyone attending our 'WassUp Recap' sessions, in which we take a look into the past to detect the trends and define the to do's for the future.

For those who couldn't make it: you can find the slides from the three presentations below. For some nice pictures of the event (thank you Mario!) and more marketing news coverage, be sure to check out our LUON WassUp Facebook page!

See you next time!
Geert

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Want to become your own landlord in 2014?http://www.luon.com/blog/2014/1/16/want-to-become-your-own-landlord-in-2014.aspxThu, 16 Jan 2014 00:00:00 GMThttp://www.luon.com/blog/2014/1/16/want-to-become-your-own-landlord-in-2014.aspx

Us Belgians are suckers for tradition. That becomes strikingly clear in December. Aren’t we all in some way anticipating the surprises waiting for us under that pine tree? That’s what inspired LUON and Belgian real estate developer Immpact to launch a new campaign during the holiday season.

They surprised the inhabitants of the Flemish provincial town of Geel and its surrounding communities with a striking direct mail in a gift wrapper. The contents: the announcement of a new project under the monicker ‘De Geelvink’ (or yellow finch, a small bird with its natural habitat in greener urban surroundings). The real catch inside: an opportunity to invest in affordable, high-quality apartments in the heart of the green Kempen region.

Enrich yourself, not your landlord
LUON and Immpact addressed this festive communication to yearlong tenants who have the feeling they’ve been funding their landlord’s bank account for way too long. Their joint advice for 2014: ‘Start the New Year as a happy house owner…”. Because, in all honesty, isn’t about time you gave yourself a present for a change? After all, renting your own space is money down the drain. Again and again, every month. And all this while real estate proves to be a investment with excellent return, even in financially uncertain times.

Immpact_Geel2
A story sells better
With blocks of flats popping up like mushrooms all across the country, potential investors often fail to see the trees for the forest. But by portraying real estate ownership as financially attractive (and affordable) and coupling it with the ‘reward yourself’ idea, the yellow finch will undoubtedly be spotted by opportunity watchers nationwide.

Looking to invest in renting property that pays off or want to start your own real estate imperium? Immpact may spark some ideas…

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Getting off on the right foot in 2014http://www.luon.com/blog/2014/1/4/getting-off-on-the-right-foot-in-2014.aspxSat, 04 Jan 2014 00:00:00 GMThttp://www.luon.com/blog/2014/1/4/getting-off-on-the-right-foot-in-2014.aspx

How do you convey your warmest wishes to customers who’ve been loyal all through 2013?

You wish you could thank each and everyone of them with a personal, relaxing foot massage. But we decided that would be a bit awkward. So we sent our clients the next best thing. Great marketing socks.

Socks 11.13.16

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Number of the Month: November 2013http://www.luon.com/blog/2013/10/30/number-of-the-month-november-2013.aspxWed, 30 Oct 2013 00:00:00 GMThttp://www.luon.com/blog/2013/10/30/number-of-the-month-november-2013.aspx

Many industry experts have agreed that advertising on the Internet is broken. Ads aren’t generating the revenue that advertisers are expecting, forcing websites to run even more aggressive ads. This has often resulted in an overload of pop-ups, flashing banners and video or audio commercials that start playing out of nowhere. But as these advertisements are becoming even more obnoxious, users will click them even less, resulting in a vicious circle of forced down revenues.

Besides not being clicked, online ads and the companies behind them have had another foe to deal with: ad-blocking software. A recently released PageFair report that looked at a selection of websites concluded that nearly 23% of website visitors are using software to block advertisements. To make matters worse, Mozilla announced earlier this year that its popular browser Firefox would automatically block all third party cookies that enable online tracking. This lead to the advertising industry getting so angry at Mozilla that they accused the company of “hijacking the Internet” in an advertisement. A newspaper advertisement, that is.

Of course, the increase in blocked ads doesn’t mean that all ads are bad and that online advertising is a lost cause. The Internet obviously needs a healthy advertising industry to support the enormous amount of free services it offers. Additionally, most users of ad-blocking software have no objection to ads that are not annoying and that they see as acceptable advertising. Some of these software providers even include an “acceptable ads” feature that allows users to let these ads through.

The challenge for online advertising agencies lies in creating these acceptable ads and generating enough profit from them. The tricky part is that acceptable does not just mean that the advertisements are not annoying, it also means that users can easily ignore them. And an ad that is easy to ignore is an ad that will most likely not work.

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Ever enhanced the value of your email data with RFM scoring?http://www.luon.com/blog/2013/10/22/ever-enhanced-the-value-of-your-email-data-with-rfm-scoring.aspxTue, 22 Oct 2013 00:00:00 GMThttp://www.luon.com/blog/2013/10/22/ever-enhanced-the-value-of-your-email-data-with-rfm-scoring.aspxAs you may know, the RFM scoring model is traditionally based upon transactional customer data. Using Recency, Frequency and Monetary value allows you to group customers, based  on their purchase behavior and potential value.

The model is successfully used in mailorder and e-business to bring structure into the huge amount of data. It also helps to decide on campaign investment efficiently and effectively.

The proven technique shows that customers who bought recently are more likely to purchase again, in comparison with customers who haven’t. This also applies to customers who bought frequently. Simply put: the most valuable customers have the tendency to become even more valuable along the way.

In fact, the same model can be used in email marketing. Although e-commerce business has the advantage that you can track visitors right up to the shopping basket, other email marketers can use the large amount of email and website interaction data they collected over time. You can use RFM metrics on these data to measure the value of your subscribers and/or the engagement levels of each individual subscriber.

For example:
Recency – When measuring engagement, the metric monitors the date the subscriber opened or clicked on a message for the last time over a defined period of time (depending on the lifecycle of the products/services)
• Frequency – When measuring engagement, the metric monitors the number of times a subscriber opened or clicked over a defined period set amount of time.
Monetary Value – When measuring engagement, this can be applied to a number of value metrics – total spent per subscriber over a set amount of time, estimated value per subscriber, or another engagement score based upon open or click metrics.

The scoring uses a scale from 3 to 1 (or possibly 5 to 1, depending on the business). 3 (or 5) is attributed to the customers and segments with the highest Recency, Frequency and Value. Combining these 3 metrics creates segments, where a segment 333 groups most active/most valuable contacts: new interactors will have a RF score 31, the most engaged subscribers have score 33. Adding Monetary Value as a third metric refines the scoring.

Use this RFM scoring matrix as a helpful reference:

RFMtableLUON

This simple scoring and sorting provides a clear view on the engagement levels and values of your subscribers, and provides you with the information you need to target each group effectively. And it also allows you to test different offers and messages to each group and track the impact on behavior and migration between segments.

Conclusion: Although the RFM scoring model is traditionally based upon transactional customer data, this model can be used in email marketing too. It brings structure into the huge amount of data and helps you decide on campaign investment efficiently.

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5 Key takeaways from my internship at LUONhttp://www.luon.com/blog/2013/8/28/5-key-takeaways-from-my-internship-at-luon.aspxWed, 28 Aug 2013 00:00:00 GMThttp://www.luon.com/blog/2013/8/28/5-key-takeaways-from-my-internship-at-luon.aspxLaurence VerbistSix weeks ago, uncertain what to expect, I joined the LUON team for my first day as an intern. My goal was to get an idea of what marketing is like in real life. Looking back today, I feel like the past six weeks flew by, and my internship met my expectations by far. Over the weeks, I got the chance to take part in various projects, in which I contributed to sales pitches, assisted in research, participated in brainstorms and meetings, attended clients’ and internal briefings, and much more.
Thanks to these opportunities, I got a glimpse of how marketing works in practice and acquired valuable real-life insights.

Here are my top five takeaways:

1. Variety is king
Just like two clients are never the same, no two jobs are identical. Every week holds a variety of jobs, and every job consists of a diversity of stages, assignments and challenges. Simply put, you’ll never get bored: every day in a marketing agency is different!

2. Customer marketing is much more than meets the eye
As a consumer, for example, coming across appealing and engaging Facebook Pages seems evident. It is only now that I see that remarkable Pages and websites require strong supporting teams with valuable insights, skills and creativity, in addition to a flawless planning and an exceptional overall strategy, to become truly noteworthy.

3. Stay up-to-date: the (marketing) world is quickly changing
Don’t forget about the future and take new developments into account. Changing policies and the launch of new apps and devices are day-to-day reality. At the start of my internship, I took a closer look at Facebook’s best practices. Now, six weeks later, a bunch of things have already been changed. Also think about Google Glass, smart watches and all sorts of devices concerning the Internet of Things and Quantified Self. It’s essential to take these new trends into account as soon as possible, as they provide new marketing opportunities and challenges. Make sure you are ahead of your competitors and not lagging behind…

4. Work with attention to detail, while always keeping the bigger picture in mind
Something that seems like a minor detail at first sight, can make the difference between a catchy or an unappealing idea. Paying attention to small things and trying to take everything into account from the end user’s viewpoint is central. But at the same time, no matter what project you’re working on, it is essential not to lose sight of the bigger picture: the client’s overall strategy, the brand image, the corporate culture, …. Every detail has to fit perfectly into the context.

5. Marketing should be tailored to the customer’s needs and reality
Even more important than coming up with great ideas and insights, and taking new developments into account, is to tailor the insights and advice exactly to the customer’s needs. It is crucial to clearly state what the customer’s priorities are. Some key questions should be asked and answered. What is the most beneficial and helpful advice for the client? Is the proposition realistic in terms of the necessary means? What is the best way to present the proposal? There isn’t always one “correct” solution or approach to these questions. Sometimes trade-off decisions are required and choices have to be made.

Last but not least, I want to thank the LUON team for all the advice, the insights and the truly enriching opportunities and experiences, combined with a great working atmosphere. It was a pleasure being part of your team!

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LUON puts the Ghent museums on the digital maphttp://www.luon.com/blog/2013/7/30/luon-puts-the-ghent-museums-on-the-digital-map.aspxTue, 30 Jul 2013 00:00:00 GMThttp://www.luon.com/blog/2013/7/30/luon-puts-the-ghent-museums-on-the-digital-map.aspx

For their online communication 'The Ghent museums' recently teamed up with LUON. We started by creating  a fresh-looking and easy-to-use one page website which combines all info on Ghent’s 9 museums. The look and feel is based upon the new logo and offers an international feel for foreign visitors.

The 9 Ghent museums are The House of Alijn, Dr. Guislain Museum, S.M.A.K., MSK, MIAT, STAM, The World of Kina, Design museum Gent, St Peter’s Abbey.

Why we considered a one page website? The main benefits:

1. A low-cost solution
A one-page website provides an affordable web presence, allowing us to promote the Ghent museums and offer a clear overview within a sharp budget.

2. Search Engine Optimization
It’s easier to optimize a single page with specific keywords that will smartly target the museum audience. Another advantage is that Google PageRank applies to the site in its entirety.

3. Easy to navigate
On the simple one-page site there’s no need for complex navigation - it’s quicker, easier and more responsive.

4. Reduced server load
The single-page approach avoids duplicate content and makes it smoother to code and run.

5. Focused content
The constraints of space forces us to be selective in words and images. It helps to get the message across and instantly shows visitors what the museums have to offer.

6. Quality instead of quantity
Designing and building a one-page website isn’t the piece of cake it appears to be. But a single-page gives the designer the opportunity to focus on quality of every single interface element.

7. Optimized for mobile
The lightweight, compact site, combined with good responsive design offers an ideal solution for mobile usage.

Come take a digital stroll through the richness of Ghent’s museums at www.degentsemusea.be, www.lesmuseesdegand.be or www.theghentmuseums.be.

In order to generate traffic to the new platform and to activate museum fans, our EmailGarage colleagues developed a supporting e-campaign program. With a 76% open rate for the first run, we already look forward to creating the next wave of emails.

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Becel’s Hartloper activation for a healthier lifestylehttp://www.luon.com/blog/2013/7/19/becels-hartloper-activation-for-a-healthier-lifestyle.aspxFri, 19 Jul 2013 00:00:00 GMThttp://www.luon.com/blog/2013/7/19/becels-hartloper-activation-for-a-healthier-lifestyle.aspx

According to the Belgian League of Cardiologists 7 out of 10 Belgians suffer from a high cholesterol level. That is no good news, as high cholesterol is one of the major causes for coronary disease. To battle this ‘silent killer’ Becel pro.activ, one of Belgium’s leading margarine brands, set up a special program to help Belgians above 35 move actively at least 30 minutes a day.

LUON helped activate the Becel Hartloper program by setting off on a mission to convince members of the social platform Yunomi to have at least 30 ‘active’ minutes a day. Additionally, we motivated them to acquire well-balanced food habits and pursue a healthier lifestyle. Participants in the program register their efforts on the dedicated ‘Hartloper’ app through the website or their smartphone. Our aim: to offer the living proof that anyone can do it, no matter what their current level of fitness is.

To get the ladies going, we created a special ‘Hartloper Potential Test’, a set of eye-catching banners and a series of motivational newsletters. We also engaged two Yunomi nominees (Tina and Lientje, our real life ambassadors for the campaign) to keep the members posted on their personal achievements through a daily mini-blog. And to provide all participating Hartlopers with an ongoing dose of inspiration, we published additional content loaded with easy-to-apply tips and tricks on healthy daily habits.

The first results? During the first weeks of the activation campaign, over 4,000 Yunomi members have entered the challenge and are already on their way to a fitter lifestyle, driven by Becel pro.activ.

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Amora reintroduces Smurf themed mustard gobletshttp://www.luon.com/blog/2013/7/18/amora-reintroduces-smurf-themed-mustard-goblets.aspxThu, 18 Jul 2013 00:00:00 GMThttp://www.luon.com/blog/2013/7/18/amora-reintroduces-smurf-themed-mustard-goblets.aspx

Can you believe it’s been nearly 20 years since Amora sold his last mustard goblet with a Smurf scenery on it? Back in the days an average family had at least one of these must-haves in the tableware cupboard. So when Amora decided to reintroduce the Smurf prints, they called on LUON to make the news spread like a fire.

Power to the people
In order to increase the involvement we let the people decide which designs would end up in the store later on. So we set up a voting campaign on the Solo Open Kitchen cooking community, where fans could vote for their favourite one. By doing so, they could also win unique Smurf themed bathing towels  to show-off this summer. Through promoted Facebook posts, insertions in newsletters and web banners on Solo.be and Amora.be, we activated Belgian families to place their votes.

Results?
Although we only used earned media , we were able to reach a broad target audience and activate a lot of people.
- A total of 10.000 votes were cast, connecting those people with Amora and future brand activations.
- A growth of 6.8% in likes to 30.000+ on the supporting Solo Open Kitchen Facebook page  made it the fastest growing Facebook page on a week basis, for two weeks in a row.

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From content marketing to content strategy: now is the time.http://www.luon.com/blog/2013/7/18/from-content-marketing-to-content-strategy-now-is-the-time.aspxThu, 18 Jul 2013 00:00:00 GMThttp://www.luon.com/blog/2013/7/18/from-content-marketing-to-content-strategy-now-is-the-time.aspx

Back in 1996, Bill Gates wrote an article on the future of the Internet. In it, he coined the now famous phrase “content is king”. But now, 17 years of online content marketing later, how strong stands our king really? With average bounce rates between 40% and 60%, Facebook engagement rates of a mere 1% and conversion rates below 2%, our content clearly isn’t  performing as well as it should.

Content is a marketer’s BFF
Still, for marketers, content has never been more important. If you want to get attention for your brand, you now have a clear choice: pay for it (‘outbound marketing’) or earn it by producing great content (‘inbound marketing’). Content has become the currency of the attention economy and a way to make people lower their marketing defense systems for just a moment. Moreover, it enables us to fuel conversations, build authenticity and ultimately gain the trust needed to grow sales. It’s the ultimate asset in our marketing arsenal.

I hear you

Content_5 Admittedly, it also has never been more challenging to make content work for your brand. How to prepare our content for the multitude of different devices it potentially can be consumed on? How to make our content stand out in the abundance of online information? How to target our customer with the right content at each step of the customer journey? How to optimize the content creation process? How to prove return? … One thing is certain: the old we’ll-deal-with-it-later approach isn’t going to cut it anymore. If we want to make content work in marketing today we need to step out of the ‘lorem ipsum’ mentality.

Content strategy to the rescue

Over the last few years a new, more strategic approach to content has slowly been emerging under the term ‘content strategy’. According to Kristina Halvorson, author of ‘content strategy for the web’, content strategy “plans for the creation, publication, and governance of useful, usable content”. Personally however, I prefer the definition by Richard Sheffield (UPS): “content strategy is all the things you should have done so your content would have been useful and on time”. It prepares us for all the content challenges outlined above. Or as Rebecca Lieb of Altimeter Group puts it: “content strategy is what makes content marketing effective”.

At its best, a content strategy contains:

• A core strategy statement describing how content will bridge the space between audience needs and business requirements

• Buyer personas describing your target audience(s) and what makes them tick

• Key themes and messages

• A description of your brand voice and tone

• An overview of channels used at each step of the customer journey

• A guide to keyword usage for search engine optimization (SEO)

• An audit describing the current state of your content

• Implications of the strategic recommendations on content creation, publication and governance (think workflows, metadata frameworks, …)

Introducing the Content Wheel

To start organizing our thoughts and roll out a more efficient approach to content for our clients, we created the Content Wheel below. content_4

At the center (in red), there’s the core content strategy, the way your company will use content to achieve the business objectives. It’s the axle that will make the content wheel spin. Around it, in blue, there’s the different steps of the content lifecycle: from planning over production and distribution to measuring and maintaining content, and back to planning. The grey circle in between depicts the people involved at each step of the lifecycle. They are all connected through the content strategy (and content strategist). The green circle is about the tools we use. Be it the CMS during production, S.E.O. for distribution or a content calendar for content audit for planning.

Everything having to do with ‘WHY’ we employ content and ‘WHO’ is involved in the process belongs to the field of content strategy. Everything answering the ‘WHAT’ we have to do and ‘HOW’ to make it work (the tools), we call content marketing.

With this in mind, we can get started to optimize every aspect of our content and content workflows to match the new realities.

But that is something we’ll dive into in a next blog post.

Want to learn more about content strategy and how to make your content effective? Join us at our free WassUp session on content strategy on September 17, 2013 in Mechelen, Belgium. Follow this link to pre-register.

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Inspiration of the month: Nivea Sun Care Campaignhttp://www.luon.com/blog/2013/7/4/inspiration-of-the-month-nivea-sun-care-campaign.aspxThu, 04 Jul 2013 00:00:00 GMThttp://www.luon.com/blog/2013/7/4/inspiration-of-the-month-nivea-sun-care-campaign.aspx

Getting a nice tan, safely protected by Nivea sunscreen, while charging up your mobile phone on the beach. The Brazilian Nivea sun care campaign hit both birds with one stone.

The ad agency Giovanni+Draffcb had the brilliant idea to integrate a solar powered mobile phone charger in an ad that ran in a Brazilian magazine promoting Nivea’s brand new sun lotion.

It goes without saying that this stunt went down a storm with the – primarily female - Brazilian audience and far beyond. Originality: check! Talkability: check! Brand synergy: check! We should be hitting ourselves over the head for not coming up with this idea. White sandy beaches, bikinis and sun… so darn obvious.

Dig into the campaign

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Number of the Month: August 2013http://www.luon.com/blog/2013/7/1/number-of-the-month-august-2013.aspxMon, 01 Jul 2013 00:00:00 GMThttp://www.luon.com/blog/2013/7/1/number-of-the-month-august-2013.aspx

New technologies and media have given enterprises a wide array of tools to collect information about their customers and the things they like. This has made it possible for companies to test specific actions and optimize their communication and products, all by listening to what the customers are saying.

Of course, there is still an important difference between listening to your customers and understanding them. The ability to collect marketing data through multiple channels and perspectives has given rise to “big data” that comes in high volume and near real-time, but is also often cluttered and unstructured.

The fact that there are many possible ways to collect great amounts of marketing data makes us think that this data comes naturally. Something we might take for granted. However, in the 2013 Marketing Analytics Benchmark Report by MarketingSherpa, 20% of marketers claim to have very limited data to no data at all. That means that one in every five companies either doesn’t care about marketing data, or simply doesn’t know how to collect it. Another 40% has said to only have an average amount of data, which is not very convincing if they plan on using it to its fullest potential.

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Having access to only a limited amount of marketing data does not necessarily mean that you can’t use it to your advantage. By turning your “small data” into “smart data”, you can use the information you have available by focusing on those parts that will help you understand your customers and get you to where you want to be. This might still get you a lot further than being stuck with a huge amount of data, without the abilities to turn it into something valuable.

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Jonas wins his weight in Chokotoffshttp://www.luon.com/blog/2013/5/27/jonas-wins-his-weight-in-chokotoffs.aspxMon, 27 May 2013 00:00:00 GMThttp://www.luon.com/blog/2013/5/27/jonas-wins-his-weight-in-chokotoffs.aspx

To give the Chokotoff contest a flying start a few weeks back, we encouraged the whole LUON staff to enter the Ultimate Stadium Experience.

He or she who kicked off the longest virtual Mexican wave won their full weight in Chokotoffs. It was Jonas, one of the designers of the Chokotoff application, who hit the jackpot with the most Facebook-friends in his trail.Alas, how many kilograms of Chokotoff he won exactly, remains a professional secret. What we can reveal is the fact Jonas shared his Chokotoffs with all of his colleagues. Thanks, mate!]]>
Maïzena and LUON breathe fresh air into 20 Belgian baking classicshttp://www.luon.com/blog/2013/5/10/maizena-and-luon-breathe-fresh-air-into-20-belgian-baking-classics.aspxFri, 10 May 2013 00:00:00 GMThttp://www.luon.com/blog/2013/5/10/maizena-and-luon-breathe-fresh-air-into-20-belgian-baking-classics.aspx

When it comes to cooking, Belgian consumers mainly associate Maïzena — the leading brand in cornstarch — with the thickening of fine sauces. It is however a well-kept kitchen secret that our grandmothers have always used Maïzena to add a dose of lightness to their home-made pies and pastry.

That insight was the starting point of a campaign to renew the awareness that Maïzena helps you bake light and airy sweet treats at home. Just like gran did. LUON and Maïzena teamed up for an awareness campaign around 20 popular baking recipes, originating from the 10 Belgian provinces. Cheesecake, waffles, traditional apple pie and many other Belgian patisserie standards battled each other  for the vote of Belgian baking fans.

The mechanic?

Letting targeted communities  choose their favorites in one-to-one baking duels. The goal: to put together the ultimate Belgian Baking cookbook with the 10 most popular baking recipes in Belgium. By incorporating Maïzena as an ingredient in every recipe, we create relevant content and offer the living proof that the brand  adds an extra dose of ‘air’ to the dough as well as making rich fillings easily digestible. As an encouragement to get people voting, sharing and baking we offer them the chance to win baking tins in return for their votes, or even the ultimate feeling of lightness : a flight over one’s own region with a hot air balloon …

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Number of the Month: May 2013http://www.luon.com/blog/2013/5/8/number-of-the-month-may-2013.aspxWed, 08 May 2013 00:00:00 GMThttp://www.luon.com/blog/2013/5/8/number-of-the-month-may-2013.aspx

As more and more services turn digital, the use of computers has become a daily necessity. We use internet as main source for media and information, making it easy to assume that everybody now owns a PC with an internet connection.

According to a survey conducted by the FPS for Economy of Belgium, 80% of Belgian households own at least one PC, a number that continues to increase over the years. Especially children seem to be a determining factor in the decision to buy a computer: as much as 95% of households with at least one child claim to own a PC.

Numbers are quite similar when households are asked whether or not they have an internet connection in their homes. 78% of all Belgian families have access to the internet, while the same can be said for 93% of all households with children.

Internet usage

It’s not just the use of computers that has changed over the last decade. As access to the internet was made possible from nearly any location, the devices that we use to connect to the web have also changed and evolved. Smartphones are used in 33% of Belgian households, while 14% use tablet computers to access the internet.

For many Belgian households, surfing the web is also no longer limited to sending e-mails, finding information or watching videos about cats, kids and stunts gone wrong. In 2012, almost half (45%) of Belgian households have purchased goods or services online, doubling the amount of e-shoppers over the last five years.

As the speed of technological evolution and the application of digital and online services will only increase over the years, we will probably see all these numbers gradually getting closer to 100%. Computer and internet access will be made available to nearly everyone as we evolve into an always-online society.

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Dive into the summer without spare tire thanks to Weight Carehttp://www.luon.com/blog/2013/5/8/dive-into-the-summer-without-spare-tire-thanks-to-weight-care.aspxWed, 08 May 2013 00:00:00 GMThttp://www.luon.com/blog/2013/5/8/dive-into-the-summer-without-spare-tire-thanks-to-weight-care.aspx

Summer’s drawing nearer and so the need to look extra sharp grows stronger. That’s why we launched a brand new summer campaign for the Weight Care range of slimming products. It aims to convince women to try out a Weight Care course and get rid of that blasted spare tire before summer. And to keep it deflated, once and for all!

How did we take on the challenge?

First, we created  a concept that hits the spot with the ladies: the unspoken wish to fit into last year’s bikini or bathing suit. In a second phase, we translated the concept to all online and in-store media and docked e-coupons + an inviting contest onto it.

By participating, women can win themselves a wardrobe full of fashionable swimwear to show off their freshly acquired waistline. Now tell us: is that a motivator, or what?

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Get a taste of the campaign at www.zonderzwembandjes.weightcare.be

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