A word from Steven Van Belleghem

Steven Van Belleghem is Director Brand & Communication research and Managing Partner at InSites Consulting.
What’s the new ‘buzz word’ in your domain? What does it mean and what do we do with it?
“Conversations management: marketeers are more aware than ever of the power of conversations, but in fact, they hardly do anything with it… It’s my feeling that we are all too busy doing our day-to-day jobs and forget to change. It’s my belief that real change starts from people and not from organizations. We, InSites Consulting, are convincing our clients about the need for change. We are implementing new methodologies that help us observe conversations for our clients, giving them insights they didn’t have before. In addition to that, we are creating research communities for our clients where they can facilitate discussions about their brands and products or even join in the discussion.”What are you most proud of?
My team! The brand and communication research team is a perfect blend of people with different experiences and ideas towards brands and advertising. We all share one passion: it’s helping our clients in making good marketing decisions and always looking for ways to improve our knowledge and expertise in branding and advertising research.”
What do you want to warn marketers/market researchers about, now and in the future?
“I think the job ‘marketing manager’ may disappear, certainly as we know it today. A marketing manager will become a conversations manager. Those marketeers that know how to manage their conversations by observing them, facilitating them and joining them will be the new marketing guru’s of the world. Those who neglect this new skill-set will be out of jobs in this year and 10 years from now.”
What has surprised you lately?
“Two figures from a research project we did: 80% of European marketeers plan to conduct an advertising campaign on a social network in 2009, but only 30% are member of a social netwerk… It’s like wanting to advertise on TV but never having watched any TV show in your life… Very strange if you ask me…”
What did your morning look like today?
” It was interesting! I had a meeting with our marketing team about the content we want to share with our clients in the next month and in addition to that, I had coaching meetings with the people from my team.”
Let’s end with a ‘quote of the day’!
“I would like to add two quotes: a recent one I read in the newspaper the other day, it’s from a Belgian soccer coach (Dury): Being professional starts with cleaning up your dirty coffee mugs. I really agree with that. The other one demonstrates the philosophy of our brandcom team: If you can dream it, you can do it (Walt Disney).”
Read more about Steven’s profile or contact him on steven@insites.eu – +32(0)9 269 16 07.

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