DMWF Europe: Speaker Q&A, Joris Mulders – Global Paid Social Media Manager, KLM Royal Dutch Airlines

Please can you introduce yourself and provide a brief history of your digital marketing journey?

Started at a small company that focussed on Global fundraising sporting events for Dutch charities, I learned to maximise impact with small budgets. Taking this knowledge to an agency that had more focus on e-commerce clients, made new solutions possible and broaden my knowledge in different verticals. Switching to KLM Royal Dutch Airlines was a next logical step, where I work in close collaboration with an agency that helps us in activating campaigns on a global level.

What aspects of the ‘Panel: Strategies and tactics to navigate social media platforms’ session at DMWF Europe on the 26-27 November, are you most excited about as a speaker?

Learning from other advertisers and sharing learnings from my past experience.

Which project from the past year stands out as your proudest achievement?

Implementing Predictive Budget Allocation from Smartly has been a highlight. It saves a lot of time while optimizing our media mix between social channels and gives us the possibility to start other impactful projects, while having a higher optimizing cadence, compared to manual updates.

What marketing advancement and trend are you most enthusiastic about in the digital marketing landscape?

Coming from a time, where social advertising was sometimes just pushing a TV commercial, I love it that native social assets are now something that is really being picked up by lot of advertisers. It makes the experience of the user a lot smoother and will generate more (and better) results for advertisers.

What single piece of advice would you give to a friend working in the digital marketing space?

Always keep innovating and never believe that a proven setup will stay that way.

Lastly, could you share what is your favourite marketing campaign and why it resonates with you?

The Christmas truck from Coca-Cola is a campaign that keeps returning every year, but the brand of the campaign is so strong, that it’s immediately recognized. I’m not sure if I indeed crave a Coca-Cola after seeing the campaign every year, but it’s brings that Christmas feeling instantly and has a powerful positive association. ?

Don't miss Joris Mulders on the Panel: 'Strategies and Tactics to Navigate Social Media Platforms' at DMWF Europe on 26-27 November at RAI Amsterdam.

P.s. all tickect prices increase this Thursday! Register now.