Objective digital in the marketing mix

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The DDMA Search committee focuses on promoting search engine marketing in the Netherlands through knowledge sharing and education. In the context of knowledge sharing, we highlight the activities in the field of search at organisations in the series 'Search engine marketing at...'. Eneco , Nuon , Het Rode Kruis , Nederlandse Spoorwegen , Wereld Natuur Fonds and UPC have already been discussed. This time we spoke with Johan Datema and Ruud Sjollema of installation and service company Feenstra (1,300 employees) about the challenges, future and developments of their online marketing strategy.

Feenstra sells, rents and maintains central heating boilers and supplies ventilation, energy and security systems to individuals and companies throughout the Netherlands. Their online marketing strategy for 2018 focuses on the private consumer and drawing attention to their range of security products. A major challenge, since the company is now mainly known for its heating products. But that does make for an interesting online marketing case!

At the time we interviewed Johan and Ruud for this article, the website was still primarily focused on lead generation . The share of online leads is now 40 to 60 percent of the total, depending on kuwait whatsapp number the proposition or the product. Feenstra uses the following online marketing tools:

MOZ
Google Analytics (via Google Tag Manager)
Google Search Console
Optimizely



The Next Ad (social)
Coosto social media monitoring
Social Audience
Google Optimize
Hotjar (visitor video analytics)
Channable feed marketing
The implementation of DMP Squeezely is also planned for 2018. This tool is used to build advanced target groups based on website visitors and site engagement. These target groups are then enriched with external data sources. These carefully built target groups will ensure that Feenstra is able to achieve better results via its search, social and em