The 14 insights from our HelloMasters podcast with Marktplaats CMO Gregory Kukolj

Here are the 14 insights from our HelloMasters podcast with Marktplaats CMO Gregory Kukolj.

1. Marktplaats gets 8 million monthly visitors. For numerous years they have been in the top 10 most visited websites of the Netherlands.
2. The circle economy in the Netherlands is very significant. Gregory believes it will double in size in the next five years. 
3. You might already know it. Data is the new oil for marketers. More important: you have to know the ‘why’ behind the data. Otherwise, it’s useless.
4. Gregory’s marketing school was Heineken. He grew his capabilities there. This is also his tip for young marketers: grow and enhance your capabilities in the right organization.
5. Purpose marketing is more for the long term. Since finding your ‘why’ will not fix your short term marketing ROI.
6. His favorite social media channel is WeChat. 
7. His favorite marketing channel is are ads. Especially the creative part. It gets him inspired. Patagonia is one of his favorites.
8. Gregory focuses these days on their audiences: “We are looking to start leveraging user profiles in real-time.
9. Marktplaats is a household brand. As Gregory says: “Our platform belongs to the people.” Therefore you might not have seen significant changes in the UX or UI. However, the platform changed their UX big time. Like new paying methods and more user benefits. Can you spot them?
10. Fun fact: 80% of Dutch phones contain the Marktplaats app. Yep, I also belong to that 80%.
11. A one size fits all doesn’t work for Marktplaats’s marketing plans. The plans are all tailored to the culture, region, and client behaviors. In Friesland, the messaging and creatives are different than in Limburg.
12. His team consists of data scientists, a brand and content team, and precision marketing.
13. How Gregory evolves the Marktplaats brand? This summer his team researched the human behavior of online shopping. They interviewed employees, clients, and grannies to children about their shopping behaviors. A new brand strategy was the outcome. Stay tuned.
14. How does he create a culture for experimentation? They use a framework called now new next. The result: stay focused in the now, but keep up with the future and catch up on competitors.

• Now: Which channels do you use now?
• New: Which channels are new to you?
• Next: Which channels are next for your competitors and yourself? 

Got curious and want to hear more? Tune in via Apple Podcasts en Spotify!