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Episode 7 | Beyond the pixel

Hosted by Bart Burggraaf

The internet created an entirely new way of buying that left out the crucial buyer experience altogether. Although the focus shifted to 'the faster the better' — we can expect a counter-movement where people start craving again for that highly personalised engagement and care that used to be the defining line in adding value to a brand.

It's not that retail is dead, this is evident by the number of innovative brands continuously opening new retail locations. But, in recent times, retail is fulfilling a different function.

How we buy is clearly divided into what we need vs what we want. These two segments need separate approaches online to capture and engage your perfect market share. Luxury brand consumers wouldn't buy the trendiest Louis Vitton handbag at a supermarket.  It does not fulfil the customer's purpose for purchasing the desired brand's item, to begin with. Luxury brands gain their status by creating a niche—almost cult-like—market that buys into their brand value and status and wants a share in it. The buyer's online journey needs to reflect the value of their time and funds spent and match it with a real-life experience that makes them feel valued and recognised as part of the 'inner circle' of the brand.

How can brands create an authentic virtual experience and make buying online something real? How does Louis Vitton and Mercedes secure their success and retain their luxury brand status now that consumer needs and preferences have permanently shifted in virtual reality?

These hot topics take centre stage in today's chat with Bart Burggraaf.

Our guest: Bart Burggraaf – Partner at MediaGroup.

In the agency, he mostly focuses on marketing strategy, technology, new business, and staffing. Before his time at MediaGroup, he managed global marketing at Citibank’s Margin FX business and worked on online marketing for Saxo Bank in Copenhagen. Bart has lived in 7 countries over the years but is originally Dutch.

Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please feel free to add your comments and ideas. We value your opinion.

If you want to get in touch with us, you can email us at: [email protected], and we will be happy to discuss your digital marketing strategy and help to make your brand REAL.

Image (12).webp

Bart Burggraaf

Partner (NL)

Bart is a Partner at MediaGroup. In the agency, he primarily works on SEO, client strategy, new business and staffing. Before working at MediaGroup, he managed global marketing at Citibank’s Margin FX business and worked on online marketing for Saxo Bank in Copenhagen. Bart has lived in 7 countries over the years but is originally Dutch.

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The Memorable Marketing by MediaGroup podcast series interviews leading senior marketers worldwide on all things marketing, campaigns, strategy, building awareness and everything that makes a brand successful.
Join the conversation by leaving your thoughts and questions, and we will be happy to chat with you. If you want to discuss your business marketing strategies in more detail or join our podcast as a guest, please reach out to us at: [email protected]

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Episode 6 | How Does Saxo Bank do SEO?

Search Engine Optimization as a field has grown up alongside Google. Google is like a mountain – you can climb the mountain, but you can't move it. It has now gotten to a stage where it is very hard for ‘normal’ marketers to get the most out of their search presence. 

Hosted by Bart Burggraaf

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