Jorrit Jan de Jong

The work of an online marketeer is changing rapidly. Four years ago, Jorrit Jan de Jong started at Kooi with building a simple website, now everything revolves around streamlining processes, retrieving nets full of data and generating revenue through smart online marketing activities. "We can now demonstrate that using online marketing actually pays off," he says.

'Ignoring online marketing is like opening a business but not telling anyone,' reads a time-honoured marketing wisdom. Fortunately, you don't have to explain the usefulness of online marketing to Jorrit Jan. "We invest in online marketing to be visible in Google but you also want to know what it delivers," he explains. "How many customers were realised? That can all be found out in detail now."

Online marketing pays off

And to think that Jorrit Jans' first assignment at Kooi was to rig up a simple corporate website. The site needed to have a more professional look with enticing texts and catchy photos. Kooi Camerabewaking thus needed to be more findable online. Bringing in customers was not yet so much of a headache. That has changed now, after the launch of yet another new website. "We have made a lot of progress as a marketing team and we can now show that using online marketing really pays off," says the online marketeer.

Higher consciousness

And Jorrit Jan thinks there is much more to it. "It is now mainly also the whole engine behind the website, running at full speed to generate important data. You now know who comes to your website, who requests a quote and who eventually even places an order." So the role of online marketing is becoming increasingly important. Jorrit Jan: "Awareness of our work has increased, for instance among sales managers. That also makes me really happy. If you have worked really hard on something and you see that leads are coming in. And that you can convince people that your work really delivers."

Monthly results

As the linchpin of the online marketing strategy, Jorrit Jan can sit down with a sales colleague one minute and report to CEO Peter the next. Jorrit Jan: "Peter naturally wants to know what the monthly results are, how many leads have come in and what the conversion is to real orders that yield something. He finds that super interesting."

Point of contact

Jorrit Jan is also the permanent contact for marketers abroad. "There are of course cultural differences in our international organisation and the online expertise among local marketers also differs. It is now important to maintain unity in the processes and the generation of qualitative data. In doing so, each country sets up the same customer journey and marketers can also learn from each other again."

In the photo: Jorrit Jan de Jong, Digital Marketeer, at Kooi

Point of contact

Online automation

In four years, Jorrit Jan sees that the role of online marketing at Kooi is increasingly valued. The challenge that awaits now? "Seeing what percentage of overall sales we can generate with online marketing," he laughs. The new website is certainly going to help with that. It is now fully fit for purpose. Jorrit Jan: "We can now automate our online activities more easily, allowing us to find and approach our potential customers even better. We also see where leads eventually lead and how our sales colleagues manage to convert the contact into an order.

Own entrepreneurship

It is mainly thanks to the latitude he gets within Kooi that Jorrit Jan still feels like a fish out of water. "You can really make an important contribution in the professionalisation of an organisation and also lift yourself to a higher level with this," he describes. "It's super dynamic with contact with colleagues at home and abroad. But above all, it's the own entrepreneurship with all the freedom that energises me."

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