Webwinkel Vakdagen 2026

Mark van Hattum, CEO at Follo

Performance marketing is fundamentally changing. In 2026, search behavior no longer starts in Google alone, but everywhere at once: across search, social media, marketplaces, and LLM-driven environments such as ChatGPT and Gemini. The classic funnel and channel-based thinking are no longer sufficient. Growth emerges from a fragmented, non-linear customer journey.
In this session, Mark van Hattum shows how performance marketing is shifting from optimization to making strategic choices. From separate disciplines to one integrated strategy. From clicks and dashboards to measurable business impact.
Your own platform takes center stage: owned first, but always discoverable everywhere. Data is not a goal in itself, but the foundation for strategic decision-making. With FolloEngine, Follo connects market, platform, and behavioral data into insights that bring strategy and execution together.

Stijn Bergmans, Head of AI & LLM Marketing at Follo

What if Google as we know it no longer exists? We’re searching more than ever, but the way we search is changing every day. An increasing share of queries is shifting towards AI-driven answers through ChatGPT, Gemini, Perplexity, and Google’s own AI Overviews or AI Mode. Traditional search results are making way for AI-generated responses. The question isn’t if this will impact your brand, but whether you’re visible when it does.

In this session, Stijn Bergmans shares the lessons learned from two years of hands-on experimentation with SEO & GEO for AI search engines. No theory—only real-world examples. What actually works to get included in AI-generated answers. And what doesn’t, so you can stop doing it today. From content strategies and tactical choices to the KPIs that truly matter for driving and measuring success. You’ll learn how to monitor visibility in LLMs, build authority, and position your brand as the go-to source in a world where nobody Googles the way they used to.

Kayn Wolfswinkel, Head of SEO at Follo

Everyone says you need to be everywhere. TikTok is the new Google. Reddit is the new search engine. YouTube is the second-largest search engine in the world. But no one tells you how to decide where you actually need to be — and what you should say there. Most content strategies are built on gut feeling, copying competitors, and “we need to do something with TikTok.” The result: mediocre content across too many channels that reaches no one. 

In this session, Kayn Wolfswinkel shows how to use topic modeling across Google, TikTok, YouTube, and Reddit to determine — data-driven — where your audience is truly searching, where the content gaps are, and how to build one integrated strategy that fills the entire messy middle. No theory, but the exact framework we use for e-commerce brands. You’ll learn which platforms truly drive impact for your brand, how to combine cross-platform search data into actionable content, and why 80% of the “search everywhere” advice you hear simply doesn’t work.

Stijn Bergmans, Head of AI & LLM Marketing at Follo

Stop putting all your chips on Google. Your audience hasn’t been searching in just one place for a long time. Gen Z starts on TikTok, buyers begin on Amazon, developers live on Reddit, and more and more people simply ask ChatGPT. Google still matters, but it’s no longer enough.

In this session, Stijn Bergmans shows how to rethink SEO as Search Everywhere Optimization. No vague frameworks, just concrete tactics. Learn how to make a single content strategy work across Google, TikTok, YouTube, Reddit, and marketplaces. Which platforms actually drive visibility and traffic. Where you’re wasting time. And how to build organic visibility where your audience is truly searching. With real-world examples from two years of multi-platform optimization, you’ll learn how to stop betting on one horse and start winning across the entire search landscape.