Being present in the right places

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Cutting online spending
In 2012, drastic choices were made within online spending. For example, Sunweb is no longer 'everywhere', which has led to a rigorous change in online spending . For this, qualitative and quantitative research was conducted among (potential) customers: how do they search for information, for example? And what are the most important traffic generators?

The most important and most profitable suppliers were mapped out. The contract with 70% of the affiliates was then terminated. The remaining 30% now receive a higher fee. This decision has freed up a lot of budget that is spent on creating brand load, among other things.


The new strategy is making significant progress. Taking the right position in a highly competitive market, combined with creating brand awareness and being present in the right (online) places, has been a bull's eye and has delivered Sunweb great results.

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Strategy
Of course, you first need to think about who your target audience is (and on which social media your target audience is active). And also about what you want to achieve with the use of your social media (for example, more traffic to your webshop or website, becoming an authority or claiming thought leadership in a certain area or increasing brand awareness). For this article, I assume that you have already thought about this and that you have already mapped out a kind of strategy. I also assume that you know what you should definitely not do on social media (if not, read this first ).