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OpenAI launches impressive ChatGPT VOICE

OpenAI had an unprecedented turbulent week, with CEO and co-founder Sam Altman being fired by the board, his co-founder Greg Brockman resigning immediately thereafter, both men were hired a few days later at Microsoft to build a new AI research team, but a few days after that, both men still returned to OpenAI where the board was immediately shown the door and replaced.

By the way, OpenAI also launched a very impressive VOICE feature for all users on Wednesday (in celebration of the return of Atman & Co).

They did so in a very appropriate and playful way. Listen here to the first VOICE dialogue between an OpenAI employee and ChatGPT.

This voice feature is a chatbot that responds to spoken words. When you say something, ChatGPT understands your question or comment and returns a spoken response. It uses advanced AI to process spoken language and provide appropriate responses and succeeds amazingly well. 

So you can now talk to ChatGPT and all other GPTs via the ChatGPT app on your phone, just in Dutch, and also get replies in spoken Dutch text. This allows you to have a conversation just as if you were talking to a human being.

These spoken texts also appear directly in a text version (or a picture, if you command a picture) in your ChatGPT screen including links to the sources of the information given. This is displayed with a [ " ].

Also, the answers are completely based on current events. For example, I asked about the election results and about the possible formations and received a very comprehensive and correct answer with links to all sources.

This also makes it immediately clear that there are going to be important new ways that people are going to find your website, rather than traditional search channels like Google.

It is also possible to have pictures taken via the voice function.

When I asked for a picture of a sunset in Thailand (for a moment that was the first thing I thought of, now that I get beautiful pictures every day from my oldest son who is traveling in Thailand) I got this beautiful picture within seconds.

How do you use ChatGPT VOICE?

Very simple. Open your chat and on the right side click on the headset icon. Ask your question or give a command, wait a moment and you will get a spoken and written text back.

Staying in voice mode also allows you to have further dialogue. You interrupt it only by clicking on the red cross. 

Want to change the voice? On the home screen, click on the 3 dots next to your profile name and select your 'Voice' under the heading 'SPEECH'. There you can also set your 'Main Language' to Dutch. 

Revolution from typing to speaking

The introduction of this speech feature is a major step forward toward speech-based rather than type-based working and living. This will bring huge behavioral changes and benefits:

  1. Ease of use: Speech-driven interactions are often more convenient than typing, especially for people who are on the go or have difficulty typing. It makes technology more accessible.
  2. Natural interaction: People often find it more natural to talk than type. Speech-driven AI makes interacting with technology more human and intuitive.
  3. Improved language processing: AI systems are getting better at understanding and processing natural language. This means they can understand more complex tasks and provide appropriate, contextual responses.
  4. Integration into everyday life: Voice-activated assistants are increasingly being integrated into everyday devices, such as smartphones, cars, and home assistants. This makes it easier to use technology without interrupting daily activities.
  5. Personalized experiences: Speech-driven AI can learn from previous interactions to provide more personalized experiences. This could include language preferences, the way it speaks, or even recognizing the user's voice.

The shift to speech-enabled AI thus offers new opportunities for accessibility, ease of use and personalized interaction. It is part of a larger trend where technology adapts to human preferences rather than the other way around.

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First experiences GPTs & Launch Denis Doeland GPT

Last week was all about experimenting with do-it-yourself GPTs, which OpenAI launched last week. This new technology opens up a world of unprecedented possibilities, where anyone can have digital assistants and create their own tools for infinitely different purposes. 

With GPTs, it is now possible to code via words (chat). So you don't have to be a programmer to build your own modules quickly and easily. These can answer questions, provide advice, automate processes and much more.

However, we still experience GPTs having similar shortcomings to ChatGPT, such as inaccuracies and inconsistency. Also, it remains important not to share sensitive or personal information that is not publicly available. Anything you enter could potentially be used as training material and become public. But despite that, it is impressive what is already possible.

And we are only at the beginning of AI development. The current AI and GPT versions are the most limited we will ever see. Major players in the AI industry such as OpenAI, Google, Microsoft, Meta, Apple, Amazon and Anthropic are investing billions to further develop these technologies at a rapid pace.

When we can seamlessly integrate GPTs into our daily lives and systems, they will increasingly function as personal assistants, coaches, and "colleagues.

We are only at the beginning of an exciting and challenging AI era!

Launch Denis Doeland GPT

My colleague Denis also got into DIY GPT (generative pre-trained transformers) last week. He trained a GPT with his over 1,500 blogs and 3 books. Within days, he developed a first version of his personalized GPT.

Our first experience? This GPT provides comprehensive answers and advice on digital strategy and transformation as if they were given by Denis himself. Moreover, it proves possible to effectively train the GPT to ask relevant follow-up questions.

We did notice that beyond the trained content and instructions, the GPT puts its own spin on conversations, sometimes even hilariously off-topic. For example, when asked a question about Italian cooking, I received a surprising answer, complete with Denis' "signature.

"As Denis Doeland, I would normally help you with advice on digital strategy and transformation, but I can certainly recommend a simple and delicious Italian recipe. How does a classic spaghetti carbonara sound?" 

It is also interesting how Denis has set up the GPT as a potential lead generator. Depending on the conversation topic, the GPT provides a relevant referral including links to articles, newsletter subscription and contact. You can see an example below.

For a first version, the result is impressive and shows the versatile capabilities of do-it-yourself GPTs. And this is just a Beta version that is only getting better by the day. 

How does Denis see this customized GPT:

"I see it as an interactive knowledge base of my thinking that has already transformed the way I share information and transfer knowledge.

The AI succeeds remarkably well in capturing the nuances of my writing style and the key points of my insights into the world of digital strategy and transformation, giving users access to that all the information I have developed to help companies accelerate in the digital age.

I see it as more than a technological innovation; it's an extension of my life's work, made accessible to a new generation of digital thinkers and doers.

The launch of the Denis Doeland GPT naturally includes an introduction video generated entirely with AI 😀.


Experiencing the Denis Doeland GPT yourself? Check it out here and let us know what you think.

Discover other GPTs

It is also interesting to discover other GPTs via GPT4's 'Explorer' (available for €20 per month - highly recommended if you ask me 😉 ). This will give you a good impression of what is possible and you can get inspiration for your own GPTs.

GPT Sous Chef

With Sous Chef, you get recipes tailored to your preferences, dietary restrictions, and the ingredients you have on hand. You can even upload a photo of your refrigerator or pantry and get a customized recipe, complete with preparation instructions.

GPT Creative Writing Coach

The Creative Writing Coach, which also works in Dutch, provides analysis and feedback on your text within seconds, with suggestions for improving both style and grammar.

Questions about GPTs?

Last week we had many conversations about the potential of GPTs in organizations and noticed a lot of interest in exploring and developing them. 

Are you also interested in having your own GPT? Let us know!

We're curious to hear about your experiences with AI. And if you feel like experimenting, GPTs certainly offer an exciting world to explore.

Good luck with your discoveries in AI!

An innovative greeting,

Michiel Schoonhoven

Get a jump on your marketing AI transformation every week?

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Elon Musk launches Grok, an alternative to ChatGPT?

Elon Musk, who was a founder of OpenAI in 2015 but exited in 2018 due to "disagreement," has now introduced a "competitor" to ChatGPT: Grok.

According to xAI, Musk's AI company:

"Grok designed to answer questions with a bit of wit and has a rebellious streak, so please don't use it if you hate humor.

A unique and fundamental advantage of Grok is that it has real-time knowledge of the world via the X platform. It will also answer spicy questions that are rejected by most other AI systems."

Right now, the platform is still limited to verified users, so little is known about what exactly it can already do. According to rumors, it is currently somewhat similar to GPT-3.5 and the model has only been trained on about 2 months of data.

It will be interesting to keep an eye on this development, because Musk, with his companies such as Tesla, X (formerly Twitter) and SpaceX, has access to a great deal of unique real-time data, which he will start using for his AI models. This could quickly make him a major player.

You can sign up for the early access program here

Get a jump on your marketing AI transformation every week?

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business, "Marketing AI Friday" is your weekly guide.

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OpenAI introduces custom GPTs

Almost a year ago, ChatGPT was introduced by OpenAI and a flood of numerous AI developments followed.

Nov. 6, 2023 OpenAI announced important new developments. For example, it is now possible to develop your own custom GPTs, such as a "DenisDoelandGPT.

Introduction GPTs

GPT stands for "Generative Pre-trained Transformer" and is simply put, a kind of language model for artificial intelligence to generate answers to questions.

With OpenAI's introduction of GPTs, you can create your own versions of ChatGPT "without any coding" that combine instructions, extra knowledge and skills.

These GPTs can help you in your daily activities, in specific tasks, for yourself and for your business. You can share them with others, and there will also be a GPT Store in January 2024.

The GPT Store allows individual developers and organizations to offer their own customized GPT models. This increases the accessibility and diversity of AI tools, allowing users to find specific models to suit their unique needs and projects.  

This is an interesting next step in the lightning-fast AI development, which is fast moving toward AI assistants that can perform certain tasks completely independently for you.

My first experience of creating my own GPT was mixed. I started out very optimistic and a huge amount is going to be possible with it, however, I encountered a lot of teething problems.

For example, my first GPT was trackless for a while, it often crashes and the outcomes still shoot in all directions. But this will be a matter of (short) time before this works many times better. A first properly working GPT I hope to show you soon.

Do you have an OpenAI Plus account and want to explore this for yourself? .

Read more about the introduction of GPTs

ChatGPT4 updates

If you use ChatGPT4, you no longer have to keep choosing which option to use such as 'DALL-E, Browsing with Bing' and 'Advanced Data Analysis'. You now have one customized chat window, in which you can immediately perform all the actions you want. 

Also, the timeliness of dates has been updated to April 2023 and you can now handle up to 100,000 words (equivalent to a book of about 300 pages). 

Get a jump on your marketing AI transformation every week?

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business, "Marketing AI Friday" is your weekly guide.

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WKLY by NXTLI - Storytelling at its best

Every week Jeroen tracks the news and developments within Content Marketing. In the Netherlands and abroad. Full of tips, trends and innovations. Critical and open, with an eye to the future within a fascinating world in which digital content has become indispensable.

This week: Barilla, SMS and Slacklining with Red Bull in Rotterdam.

Content of the week

More than 1 million people in four days saw the endearing video of Roger Federer surprising Zizou, a young tennis talent, along with Barilla. No sooner had I heard of Barilla. Turns out it is a pasta brand and after looking up the brand via Google, I recognized the packaging.

A sign of love

The connection between pasta and Roger Federer is somewhat indirect, although the tennis legend is bound to eat a lot of pasta. The connection between the brand story "A sign of love" and Roger Federer, however, is exactly spot on. Federer's high favor factor, his undisputed talent and a likeable, up-and-coming tennis talent who made a "pinky promise" with his hero five years ago are ingredients for a wonderful video.
Needless to say, I will reach for Barilla next time I am in the supermarket.

Insight of the Week

SMS is back! It may sound strange, but this very innovation from the 1990s is proving to be a successful addition to your marketing mix. Why?

Brands must constantly differentiate themselves from each other and try to keep communicating personally with their customer at the same time. At the same time, brands do not want to appear coercive; a risk that is always lurking.

It's about the Ping!

Every day we receive many notifications. Mail, Whatsapp, Instagram, SnapChat, TikTok and then the many pop-ups. But the sound of SMS? We don't hear those very often anymore.
The short attention span, for which brands struggle daily, is further fueled by the distinctive sound. Meanwhile, research shows that 55% of consumers appreciate SMS, and there are several cases where SMS achieved higher conversions than mail. Take advantage of it!

Activation of the week

Did you see him, too? Jaan Roose. Last Tuesday, Aug. 9, the highline athlete from Estonia walked a tightrope stretched between De Zalmhavenentoren and De Rotterdam, across the Maas: 625 meters long, at a height of 188 meters.

Red Bull does it again

We know the energy drink Red Bull, of course, from extreme sports. The marketing department is known for propagating their brand story through sensational activations. Preferably in the streets: as close to everyday life as possible: Cliff Diving in Paris, Fierste Ljepper in Haarlem, Street Football with Neymar Jr. and now Slacklining in Rotterdam.
It provides unforgettable and delicious content, and puts Red Bull back on the minds of many.

Digital content strategy with the NXTLI Dashboard

Jeroen Westermann is Content Strategist at NXTLI. With the NXTLI Dashboard, developed by NXTLI, we provide insight into the results of a brand, club, person or organization on its digital channels. We connect this with value and with commercial results. Based on this we create content strategies and develop digital campaigns that accelerate and optimize growth. Interested in how this can work for your organization? Contact me via email.  

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WKLY by NXTLI - Week 31

Every week Jeroen tracks the news and developments within Content Marketing. In the Netherlands and abroad. Full of tips, trends and innovations. Critical and open, with an eye to the future within a fascinating world in which digital content has become indispensable.

This week: Birthday mail, free content via WaterBear and the rise of BeReal.

Insight of the Week

This week was my birthday. Great for me, but also for brands, which thus have THE opportunity to capitalize on this! I am subscribed to many newsletters and several brands have my date of birth in their database. My thanks therefore go to Bol.com, Praxis, HypotheekVisie, De Wijnbeurs, Wijnvoordeel, Independer and the Australian Webjet for their congratulations and offers. All brands not yet doing anything with a birthday of their customers: start doing it! It is the most positive, friendly and relevant way to put every customer in the spotlight once a year.

Innovation of the week

This week I came in contact with WaterBear through an ad on Facebook. With the slogan "The first free video on demand platform dedicated to the future of our planet" combined with a beautiful trailer of a film about child soldiers who had traded in their guns for surfboards, my interest was piqued.

Content as vehicle, not end product

Immediately, though, my question was: how does WaterBear manage to provide this high-quality content for free? Simple: by working with partners and sharing their sustainable story through content, projects and initiatives. With this great content, WaterBear reaches new audiences and global reach. Through the website and app, users can then donate, sign petitions and download information about projects.
So the content acts as a vehicle, a starting point and to generate interest. The content is not the end product. This is a great example for other organizations. Look at how content can be used to tell your story, rather than using content to focus directly on conversion.

Trend of the week

I'm cheating a bit, because this week's trend has been going on for a bit longer than a week. The new social media network BeReal has been downloaded nearly 1 million times in the past few months.

How BeReal works. Every day, users are given two minutes at the same time to publish a photo. Without filters, with little time for edits or adjustments. Pure and real. In other words, "It's time to be real."

The new generation wants no trappings

And that fits exactly with the new generation. They know better than any other generation what it is like to be online all the time. And it is precisely this generation that teaches us something very important: be yourself, unfiltered and develop your own unique identity. Offline and online. Authenticity and purity; an angle many brands can capitalize on.

Digital content strategy with the NXTLI Dashboard

Jeroen Westermann is Content Strategist at NXTLI. With the NXTLI Dashboard, developed by NXTLI, we provide insight into the results of a brand, club, person or organization on its digital channels. We connect this with value and with commercial results. Based on this we create content strategies and develop digital campaigns that accelerate and optimize growth. Interested in how this can work for your organization? Contact me via email.  

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WKLY by NXTLI - Week 30

Every week Jeroen tracks the news and developments within Content Marketing. In the Netherlands and abroad. Full of tips, trends and innovations. Critical and open, with an eye to the future within a fascinating world in which digital content has become indispensable.

This week: psychological tricks to increase conversion, Instagram reverses own updates and innovation in soccer content.

Insight of the Week

Marketing and psychology are inseparable. It is therefore important to know several techniques that subconsciously play into your customer's mind during the choice process. Kim Pot describes them well in her blog on Frankwatching this week.

1. Paradox of choice

If you give your visitors too many choices, they are less likely to actually make a choice. Hence the "paradox," which you need to avoid. If you offer many products, clear filtering and sorting options are crucial to prevent outflow. Give people the chance to narrow down their choices themselves.

2. Loss aversion

Sometimes the desire not to lose is stronger than to win. This is true in sports, but also in purchasing behavior. Creating scarcity for your product, can accelerate purchase. Think "10 more spots available," or "in the last hour, 4 people bought this product."

3. Decoy effect

When someone is given 2 choices - one cheap and one expensive - the cheapest option is often the best option. But if you add a third option, which is between the cheap and expensive options in terms of price, then the middle option in particular often seems to be the best one. Despite having the same price as the first example. This is called the decoy effect, or baiting. See the image below.

4. Pain of paying

Most people don't like spending money. So when you sell something, you want to remind people as little as possible that they need to spend money. You can do this by not displaying prices too large and by asking for payment as late as possible in the ordering process. Another way is to omit the € sign when showing the price, as Albert Heijn, among others, does in advertisements and on its website (see images). No € sign to be seen!

5. Anchoring effect

The first information you provide sticks the most and serves as an "anchor," a base. From then on, everything is compared to this base. Is the second option cheaper, better, more economical, more convenient than the first information? Then the likelihood of a purchase for this option increases. An example of this is showing the original price, when you offer a discount.

6. Goal-gradient effect

People like to know where they stand, where they are in an ordering process, and how long it will take. So make this visible when you guide someone through an ordering process. For example, with a bar, and by clear steps on the page with information, order, confirmation and payment.

Trend of the week

It won't have escaped many people's notice: Instagram was starting to look more and more like TikTok! It was Kim Kardashian and Kylie Jenner who opened the attack under the guise, "Make Instagram Instagram Instagram again." Instagram responded and in an interview, CEO Adam Mosseri told them that the changes will be reversed.

This means that the home screen with full-screen photos and videos will be rolled back and the number of "recommended posts" will also be reduced. According to Instagram, they are rolling back the changes not only because of complaints from Kim, Kylie and others, but also because they saw declining numbers in user data.

Innovation of the week

The practice match between AC Milan and FC Köln was not only about soccer, but also a chance to test new innovations in content. Soccer is not known for being very progressive - especially when compared to sports like field hockey, cricket, tennis, rugby, etc. - soplayers with a bodycam are a welcome addition to the game and the fan experience. Whether we will see more of this kind of footage remains to be seen. At least it provided unique content.

Digital content strategy with the NXTLI Dashboard

Jeroen Westermann is Content Strategist at NXTLI. With the NXTLI Dashboard, developed by NXTLI, we provide insight into the results of a brand, club, person or organization on its digital channels. We connect this with value and with commercial results. Based on this we create content strategies and develop digital campaigns that accelerate and optimize growth. Interested in how this can work for your organization? Contact me via email.  

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WKLY by NXTLI - Week 29

Every week Jeroen keeps up with the news and developments within Content Marketing. In the Netherlands and abroad. Full of tips, trends and innovations. Critical and open, with an eye to the future within a fascinating world in which digital content has become indispensable.

This week: innovation at Instagram, a redefinition of growth, a missed opportunity for the European Petanque Championship, a survey of podcast usage and a podcast tip. 

Innovation of the week

Instagram has been suffering declining reach numbers for some time. Yet they are not sitting still. The platform is now coming out with a feature that allows a purchase to be made directly through a DM, called Meta Pay. This allows users or followers of a brand, to interact directly with a brand. Once they want to make a purchase, it can be paid directly via a DM. Currently, the feature will only be available in the United States, but there is a good chance that it will be rolled out in other countries within a short time.

Credits: Meta

Insight of the Week

It is time to redefine the definition of "Growth." That is what Chrisiaan Slierendrecht argues for in his article on MarketingFacts.

The world is on fire

After all, the world is on fire. There is war, there is a climate crisis, there is inflation, the housing market is upside down, there is a labor shortage, healthcare is under pressure and so on. So is it still appropriate for Marketers to focus exclusively on growth in margin, efficiency, revenue or profit?

Perhaps Marketers could better focus on growth in the form of connecting with the environment, creating value, helping others develop. In that case, the redefinition of growth would go more toward "transformation.

Research of the Week

While 49% of Dutch people aged 18 or older listen to a podcast on occasion, brands allocate only 8.8% of their media budget to audio, according to the Market Effect Podcast Monitor #7.

Opportunities for brand positioning in audio

This research shows that we as Marketers need to start adapting ourselves faster to keep up with the pace of consumers. At the same time, the success of podcasts may also be a result of the wide range and absence of commercial messages. So the trick will be to be complementary and relevant to the podcast topic, to position your brand.

Podcast of the week

A personal favorite of mine is the podcast "What actually happens in your head?".

The podcast is the product of the company of Klaas Dijkhoff, Bas Erlings and Tom de Bruyne, called Sue & The Alchemists. In the podcast, the men pair current events with theoretical knowledge in behavioral influence and framing. A must-listen for anyone dealing with customers and consumer behavior.

Missed opportunity of the week

My heart beat faster when I heard of about the European Petanque Championship. During the pandemic, I played the French game several times in a park. Neat on 1.5 meters and good for social connection.

For the Dutch Jeu de Boules Association (NJBB), the European Championship was the unique opportunity to improve the sport's image and contribute to the fight against Loneliness. The tournament took place in mid-July in Den Bosch, including a stadium in the city center.

Large target group with great potential

The NJBB has 16,000 members, but that number is considerably higher if we include the visitor numbers of Jeu de Boules Bars and Petanque-playing Millenials in the city park - like myself. So an EK, in the middle of Den Bosch, should appeal to a large audience!

Unfortunately, the tournament's content strategy seems to have become an underthought. A screenshot of the feed on Instagram shows that content distribution (see image) and content quality have not been well thought out. A shame, because organizing an event without properly sharing the resulting content defeats its purpose. 

Let's hope that next year the event also gets the digital attention it deserves. For there is no doubt that the event looked wonderful organizationally. 

Team TOC or NJBB, you can always email me. 

Digital content strategy with the NXTLI Dashboard

Jeroen Westermann is Content Strategist at NXTLI. With the NXTLI Dashboard, developed by NXTLI, we provide insight into the results of a brand, club, person or organization on its digital channels. We connect this with value and with commercial results. Based on this we create content strategies and develop digital campaigns that accelerate and optimize growth. Interested in how this can work for your organization? Contact me via email.  

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Do you recognize them? These are three common mistakes marketers make (and here's how to fix them)

Influencing behavior in the target audience is the ultimate goal for every marketer. Or even better: ensuring that the desired behavior leads to the purchase of your product or service and that the new customer becomes an ambassador or fan of your brand. That is the goal! 

Actually changing behavior is very complex and happens both consciously and unconsciously. Moreover, behavior is not exact science, but social science. And yet we do use exact science to measure behavior. Thanks to all kinds of data sources, marketers can now measure online behavior precisely, how a prospect moves through the funnel and when a prospect changes to lead and to customer. With the abundance of information, there are also a number of risks lurking.

Three common mistakes made by marketers can be found below. And, of course, there are practical solutions to them:

1. A click is not a lead

"The goal of our campaigns is to generate "xxx" clicks to the download page." A fine goal of a campaign. But then noise arises: "Everyone who has done the download then enters "the bin of leads."

Because, for each individual visitor, downloading a document means something different. Not everyone wants to get a call from a sales representative right after a download, receive a LinkedIn invitation or an email with "a unique one-time offer especially for you." Some do, some don't. 

What we know is that many purchases require multiple contact moments before any degree of interest or persuasion is established. The greater the "risk" of the purchase, the more contact moments are needed and the more information a person needs to confidently proceed with a purchase.

The solution? Be patient. Don't conclude too quickly. And put your energy mainly into providing informative content on an ongoing basis. This will give the customer the feeling that you provide customized content. The customer will eventually know where to find you.

2. A web visitor is not always the user of your product

"A website visitor who clicks multiple times, returns daily, downloads an informational brochure and views the pricing page on each visit. That must be a warm lead, right?" No. Not necessarily.

There is a big difference between users, influencers, decision makers and buyers.

A present for Kees

Consider a toy store: It may happen that Grandma is the buyer ("I'll bike into town for the gift"), Grandpa helps decide ("A €20 gift is more than enough"), Mom and Dad are the influencers ("Will you send Kees's wish list to Grandpa and Grandma?") and the child Kees is the ultimate user of the toy.

Four people who may have all looked at the same product on the website, but for different reasons: the location of the nearest store (grandma), the price (grandpa), the redirect link (mom & dad) and the product page (the child).

Therefore, always keep in mind who you are targeting with the content, make sure you have a variety of content, and recognize which person needs what kind of information to arrive at a purchase.

3. Beware of assumptions

Suppose you have a great campaign to promote your webinar. 100 people come to the sign-up page, but only 25 sign up. Only 25% conversion! Panic! This is going wrong! A meeting is scheduled: "The sign-up page is not good, the form is too complex, the text is not clear, the chosen target audience for our ads is wrong."

All assumptions: beware of them. The outflow can have many reasons, and not all of them are to the detriment of your brand or because the marketer did something wrong. Accept that as a marketer you can't influence everything, such as the moment or situation of the person you reached. Is someone sitting at home on the couch, on a crowded train, in the middle of an online meeting, doing the dishes or reading the page during the kids' playtime and forgetting to complete the form).

Some people who come to your page may not be willing or able to proceed to your desired criterion behavior (such as clicking/subscribing/downloading). Sometimes someone may already have enough with reading the short intro and call you the day after, when they have more time or can talk freely. See all traffic as something positive, of course make sure your retargeting is in order, and focus not only on the desired end result but also on the results lower down the funnel

Digital content strategy with the NXTLI Dashboard

Jeroen Westermann is Content Strategist at NXTLI. With the NXTLI Dashboard, developed by NXTLI, we provide insight into the results of a brand, club, person or organization on its digital channels. We connect this with value and with commercial results. Based on this we create content strategies and develop digital campaigns that accelerate and optimize growth. Interested in how this can work for your organization? Contact me via email.  

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