FolloTalks: AI in Digital Marketing

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!

Becom — the Belgian e-commerce federation for webshops — gives you an inside look at what’s on the minds of Belgian entrepreneurs and consumers. Together, we’ll explore the latest developments, the impact of local regulations, and the changing behavior of digital audiences.

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.

Did you know that more and more consumers use social media as a search engine? TikTok, Instagram, and Pinterest are becoming the go-to places where shoppers look for new products. In this session, you’ll learn how to make your website discoverable in social search and cleverly respond to search behavior to drive more traffic and conversions.

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.