Follo strengthens market position in market places by acquiring Brandsom, read more in our press release.
Webwinkel Vakdagen is the leading meeting place for digital commerce in the Benelux. In 2026, we’ll be there once again. Over two days, we share knowledge, insights, and practical solutions for growth in e-commerce, marketplaces, and performance marketing. Are you facing strategic choices or looking to get more return from your data, channels, and campaigns? Then we look forward to welcoming you at stand 270.
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
Search is fundamentally changing. Visibility no longer starts only in Google, but also on social platforms, marketplaces, and in LLMs such as ChatGPT and Gemini. This requires a shift from traditional SEO to GEO within a broader Search Everywhere approach.
In this session, Stijn Bergmans shows how brands become visible in AI-driven answers—and why this goes beyond impressions alone. We explore links from LLMs as a new traffic channel and the shift from steering on traffic KPIs to steering on visibility and relevance.
With FolloEngine, we measure how discoverable your brand is across Search Everywhere and benchmark this against your market position. This gives you clear insight into where you stand—and where you are gaining or losing ground.
Mark van Hattum, CEO at Follo
Performance marketing is entering a new phase. AI is changing how consumers search, compare, and decide, while search behavior spreads across search, social media, marketplaces, and AI-driven environments such as ChatGPT and Gemini. The idea of a single starting point is disappearing, and channel-by-channel optimization is no longer enough.
In this session, Mark van Hattum outlines how performance marketing is evolving into a strategic steering instrument toward 2026. He explains why channel integration is crucial, how visibility and relevance form the foundation for results, and why steering on business impact matters more than optimizing individual metrics.
A strategic perspective for marketers who want to stay in control in a fragmented, AI-driven landscape.
Stijn Bergmans, Head of AI & LLM Marketing at Follo
Search no longer happens only through Google. Consumers orient themselves via social media, marketplaces, and increasingly through AI-driven environments such as ChatGPT and Gemini. This fundamentally changes how brands become visible.
In this session, Stijn Bergmans explains why traditional SEO is no longer sufficient and how SEO and GEO come together within a broader Search Everywhere approach. We explore visibility in AI-generated answers, the role of content and authority, and the importance of links from LLMs as a new traffic channel.
The focus shifts from rankings and clicks to visibility and relevance across the entire search landscape. With practical insights, Stijn shows how brands remain visible—everywhere search behavior starts.
