Danja Lekkerkerk – D-reizen & VakantieXperts
Danja Lekkerkerk is Manager Marketing & Communication at both D-reizen and VakantieXperts.
What is the most important ingredient for growth?
Sales in terms of number of sales and revenue is the most important KPI that is used by Danja to measure success and brand growth. This is not a standalone KPI because it is an effect of multiple KPI’s and components of the purchase funnel. Danja uses the REAN model (Reach, Engage, Activate and Nurture) to drive both the softer KPI’s like awareness, consideration and preference and harder KPI’s like actual purchase intention or repeat buying.
D-Reizen and VakantieXperts make use of both e-commerce and offline channels. Danja: “The digital customer journey is very well measurable and lends itself to steer on conversion. The offline customer journey also starts online but in the end the transaction takes place in-store with the personal assistant. Mapping the multi-channel customer journey has made us better understand how online and offline marketing interact with each other.”
What are your 3 most important takeaways?
“Digital is now fully integrated in our media planning. It used to be considered a separate entity within our company, but it’s now fully part of the media mix and strategy. One of the benefits of digital media is that it’s very well trackable. That makes it very interesting to use for activation campaigns deeper in the customer journey. We can immediately see what works or should be improved. The offline media is mostly used for obtaining mass reach at the higher levels of the purchase funnel creating awareness and getting into the evoked set. This part should not be neglected although it’s sometimes harder to measure the effectiveness. Offline and online media both have specific purposes within our strategy.”
“We don’t take the advice of media partners blindly, we want to know fact based what works and what not to spend our media budgets wisely. Internally we are working with predictive data driven insights to allow not just the online channel but also the offline channel to pro-actively reach out to customers with the most relevant offer.”
“Integrating not only our own data streams but also other external data streams and market research makes the tooling even stronger and enables us to steer the entire customer journey, from generating awareness to establishing repeat buying.”
How do you feel about Byron Sharp’s mistake of using targeted media?
“I can still remember presenting the first 360-degree campaign in the past, but the media landscape has become much more complex. In addition, digital channels offer many possibilities to send out relevant messaging to specific target groups. This requires very consistent content management to be able to keep the brand recognizable. Content management has increasingly become a much more complex operation.”
What is your main KPI for understanding the effectiveness of media?
“For overall brand growth we mainly look at sales as KPI, that is what it comes down to in the end. But to steer this we look at various KPIs along the customer journey, from following awareness to preference and sales.”
What is the biggest mistake in media, and why?
“I can’t name a specific mistake, but what I generally think is we should be careful with spending too much money on media. It should be spent wisely, which means that if you measure the success and see that a certain channel or message is decreasing in effectiveness you should change plans and may even consider pushing less.”
“On the other hand, I consider media planning a success when a brand is not only able to reach customers by mass media but also further down the customer journey. The most creative TV add is not what defines the best campaign anymore.”
“A possible mistake that is easily made is not considering the different devices on which media is viewed in the strategy. For instance, we know that our newsletter is mainly opened on a mobile phone, but online booking is still done on a laptop. The media planning should be in line with the consumer’s digital consumption.”
Do you agree with Byron Sharp’s statements?
“Media used for targeting is something Byron Sharp says is not effective, but these days it’s probably unthinkable that we not target people more specifically through the digital channels. This makes media content much more relevant, it does not burden the consumer too much and is very well measurable. If it doesn’t work, you adjust, or simply pull the plug entirely.”