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Over the last couple of years, there has been an explosion of different solutions and tools to help a marketeer in their day-to-day job. When it comes to Conversion Rate Optimization tactics like A/B testing and personalization, there isn’t a one-size-fits-all solution. However at The Reference we believe that it’s essential to select the right analytics and optimization tools for your organization.

You obviously are familiar with social media – the average internet user literally spends more than 2 hours per day on their social profiles. You probably heard about augmented reality before. But what if we told you that it’s very likely you actually have come across and even used AR on social media? Mind. Blown.

We have been attending the Mobile World Congress for many years. It has always been a good indicator of the trends coming our way. However, over the years we have learned not to jump the gun because many of the showcased technologies are still in their early days or just entered the hype phase. Our feeling about this 2018 edition is a bit different, we could not really find new shocking technologies but more an evolution and maturation. Therefore, we have baptized 2018 as a transition year.

If you’ve been in marketing for a very long time, you can fill a book with how the marketing sector changed because of the internet. Not so long ago, money was spent on billboards, television commercials and all kinds of other ways to present your brand to potential customers. Estimating the impact of each of these billboards and TV commercials required some statistical modeling and even those come with confidence intervals.

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Thinking about it, the title of this piece could as well have been the other way around. Everyone is talking about GDPR these days, but how does that fit in with the big trend of context marketing? As responsible for both marketing and privacy policies at The Reference, it pains me to say that it is all about finding the middle ground. Something that I’m sure no privacy lawyer wants to hear. There is no middle ground when it comes to the law. However, my marketing heart bleeds if I cannot use all mu precious tools to their fullest. Where to go from here and how to cope with this new dual reality? 

Just when many retailers feel they more or less have the implementation of their omnichannel strategies and systems in order, a new buzz-word comes along: Unified Commerce.

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Selligent has gathered its European partners in Amsterdam last week for some exciting news about some serious changes it is going through as we speak. A lot of great additions to the team, a flashy new branding and, most important of all, a complete makeover of the software itself. As a long-lasting partner, The Reference witnessed the changes first-hand over the last 6 months and we can tell you it has been and will be a thrilling ride. The leap they are taking on all different fronts still has to show the necessary results of course, but there are some brave steps that might very well bring in the gold.    

Last week, our creative team attended the 'Let's talk design' evening conference, an initiative of Creative Network. Thierry Brunfaut, whose keynote left an impression on our attendees, provided the most important lesson of the evening. 

Over the years, customers became more selective in the brands and products for which they choose. Nowadays, people have many possibilities to compare products or services with each other on multiple channels and through multiple devices. The question is how to stand out as a brand and convince customers that you can offer them exactly what they need.

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