FolloTalks: AI in Digital Marketing

Mark van Hattum, CEO of Follo

In a market where competition and costs are rising, margin is the key to growth. How do you ensure not just more revenue, but more profit? Mark van Hattum, CEO of Follo, shares the latest trends and groundbreaking strategies in digital marketing that directly contribute to healthier profit margins. Discover how AI and smart automation help you advertise more efficiently, maximize customer value, and allocate marketing budgets more effectively. This session is a must for e-commerce managers, entrepreneurs, and marketers who want to take their performance marketing to the next level — with profit as the ultimate goal. Don’t miss it!

Celia - Growth and Membershipsmanager BECOM

What are the latest trends, challenges and growth opportunities for Belgian webshops in 2025? Becom  – the Belgian federation for e-commerce – shares a sharp look at the state of affairs. In this session, you will discover how Belgian consumers behave online, what role sustainability plays in the sector, and how local players are internationalizing. You will also gain insight into the impact of regulations and changing digital expectations. In short: an inspiring update on the evolution of e-commerce in Belgium – and what this means for your growth strategy.

Martijn van Dijk, Director Strategy & Services, Follo

Relevance is the key to loyal customers. In this session, you’ll discover how smart, personalized automation addresses your customers’ needs—at the right time and through the right channel. No bulk campaigns, but communication that feels one-to-one. The result: higher conversion, more repeat purchases, and lasting customer relationships.

Judith de Rooij, Strategy Lead Social Media, Follo

Social media plays an increasingly important role in the orientation and purchase process. But how do you ensure that your products are visible to the right target group and contribute to your sales? In this session you will discover how to optimally use social media for e-commerce growth with hyper-personalization, automated advertising strategies and data-driven campaigns.

Stijn Bergmans, Strategy Lead, Follo

AI is reshaping the search engine landscape. ChatGPT, SGE, and visual search results increasingly determine what users see — and what they don’t. In this session, you’ll discover how to smartly combine content, technology, and search intent for maximum visibility in an AI-driven environment. We’ll also show you how to make your brand discoverable in AI assistants like ChatGPT and Perplexity. No hype — just practical insights that make a difference today.

Connect with fellow professionals, share learnings, and toast to the future. Enjoy tasty drinks and bites, and end the day relaxed and inspired.