Do Change Marketing Now

#4 Benelux Unlocked

Cracking the Code of a Small but Mighty Market Host: Matthias Riedl [https://www.linkedin.com/in/matthiasriedl/], CEO at DCMN [https://dcmn.com/] Guest: Jos Lakeman [https://www.linkedin.com/in/jos-lakeman-0ab2216/], Country Manager Benelux at DCMN [https://dcmn.com/] Cracking the Code of a Small but Mighty Market Why Belgium and the Netherlands punch above their weight and what global brands can learn. These two compact countries have become powerhouses for digital and D2C brands. In this episode, Matthias Riedl and Jos Lakeman uncover why Benelux is the ultimate testing ground for global players like HelloFresh and Zalando, and what marketers need to know before expanding there. From cultural nuances to media landscapes and CTV opportunities, discover what makes Benelux one of Europe’s smartest markets to grow in. In this episode of Do Change Marketing Now, Matthias Riedl, CEO of DCMN, sits down with Jos Lakeman, Country Manager Benelux, to explore what makes the Netherlands and Belgium such powerful markets for digital and D2C brands. They discuss why these small but mighty countries have become key testing grounds for global players like HelloFresh and Zalando, and what every marketer should know before expanding there. Together, they unpack the cultural nuances, media landscapes, and CTV opportunities that make Benelux unique, plus the biggest mistakes brands should avoid when entering the region. You’ll learn: Why Belgium and the Netherlands are ideal test markets How localisation goes beyond translation (and why “septante” matters) What drives media efficiency and trust in Benelux How CTV and addressable TV are evolving And why now is the perfect time to launch there A must-listen for marketing leaders, brand builders, and anyone curious about how to grow smart in Europe’s most underestimated region. Episode Highlights 00:00 Why Benelux matters for digital brands 01:20 Population density and media efficiency 03:30 Cultural contrasts between the Netherlands and Belgium 05:20 The “septante vs soixante” story and why language matters 07:10 How HelloFresh and Zalando cracked the market 09:45 Why copy-pasting strategies from other markets fails 13:00 The rise of CTV and addressable TV in the region 17:00 Data-driven targeting and the pet-owner example 19:45 Future outlook for local media and global brands 20:30 Why now is the right time for Benelux Key Topics Localisation and cultural adaptation Media buying in dense markets Trust and relationship-driven business in Belgium Efficiency and testing opportunities in the Netherlands CTV and data segmentation trends Resources Learn more about DCMN [https://www.dcmn.com] Contact us: hello@dcmn.com [hello@dcmn.com] Recorded during the Octoberfest 2025 in Munich at The Bulb Studios [https://the-bulb.de/studios/]

#3 Escape the CAC Trap

How Total Video Brandformance Solves Your CAC Problem Scaling on Meta and Google alone is getting harder by the day. Rising CAC, falling ROAS, and creative fatigue are leaving many brands stuck in a loop: launch a campaign, watch it peak, then scramble as performance drops. In episode #3 of Do Change Marketing Now, Matthias Riedl, CEO of DCMN, explains how Total Video Brandformance helps ambitious brands break free from the duopoly and turn video into a real growth engine. He explores why customer acquisition costs are spiralling, what the “Big Screen Trust Effect” means for credibility, and how combining YouTube, TikTok, CTV, and TV into one funnel drives both trust and measurable results. Matthias also shares a case study of a travel app that cut cost per install by 58% while reaching 58 million unique users. This episode is a straight-talking look at the future of performance marketing and why video, done right, is the way to scale smarter across every screen. Do Change Marketing Now Episode #3 How Total Video Brandformance Solves Your CAC Problem Guest: Matthias Riedl (CEO, DCMN) Published: July 2025 Duration: 24 minutes Language: English Episode Overview In this solo episode, DCMN CEO Matthias Riedl unpacks the cracks in today’s performance marketing system and offers a clear alternative: Total Video Brandformance. By blending creative, data-driven audience design, and integrated media activation, he shows how video can be transformed from a branding expense into a performance powerhouse. The conversation includes hard truths about over-relying on Meta and Google, a breakdown of why attribution is failing, and practical steps for brands to start testing video campaigns with budgets starting at €50,000. Topics Covered: 00:00 – Rising CAC and the Meta–Google loop 02:00 – Why performance marketing has hit a wall 04:00 – What Total Video Brandformance really means 06:30 – Creative that captures attention and converts 08:00 – Audience design: modelling smarter clusters 10:00 – Integrated media and the Big Screen Trust Effect 13:00 – Real-world case study: 58M users, 58% lower CPI 17:00 – Why video works as both brand and performance 19:00 – How to scale beyond the duopoly 21:00 – Practical steps: start testing from €50,000 23:00 – Wrap up and teaser for Episode 4 Resources & Mentions: More about Total Video Brandformance: www.dcmn.com/totalvideo [https://www.dcmn.com/totalvideo] Contact us: podcast@dcmn.com [podcast@dcmn.com] Subscribe to Do Change Marketing Now on Spotify, Apple Podcasts, or wherever you listen. Key Quote: “Being famous but broke is not a strategy. Video can perform — if you make it total.”

#2 Insight over Instinct

When smart marketers stop guessing and start listening. Moving fast is tempting. But skipping the research step often leads to expensive mistakes. In episode #2 of Do Change Marketing Now, Matthias Riedl speaks with Kornelia Wroblewska, Head of Insights at DCMN, about why real audience understanding is the key to building campaigns that actually perform. They discuss the most common pitfalls brands face when they rely on gut feeling, what audience design really means, and how research can sharpen both creative and media strategy. Kornelia also shares how market insights help make Connected TV campaigns more effective and what KPIs marketers should focus on beyond brand awareness. DO CHANGE MARKETING NOW EPISODE #2 INSIGHT OVER INSTINCT Guests: Matthias Riedl (CEO, DCMN) Kornelia Wroblewska (Head of Insight, DCMN) Published: May 2025 Duration: 28 minutes Language: English EPISODE OVERVIEW: In this episode, DCMN CEO Matthias Riedl is joined by Kornelia Wroblewska, Head of Insight at DCMN, for a practical and honest conversation about the power of research in modern marketing. From audience design to creative testing and the misunderstood value of brand consideration, they break down how insight drives impact and what can go wrong when brands skip this step. The conversation includes real campaign examples, a surprising case of misattribution, and why Connected TV (CTV) needs more than just programmatic buzzwords to deliver results. Topics Covered: 00:00 – Intro and why research is a marketer’s superpower 01:40 – The top three mistakes brands make with research 04:00 – Creative testing vs creative ego: how to bridge the gap 06:20 – Target group analysis and its real value 07:50 – Why market expansion without research is risky 09:15 – The global vs local campaign dilemma 11:00 – Building relevance through pain points, not assumptions 13:00 – One campaign, one ad… and the wrong brand attribution 14:00 – What actionable insights actually look like 16:00 – Making CTV a true performance channel through data 20:00 – Why we moved beyond standardised brand tracking 21:15 – Brand consideration vs brand awareness: what really matters 23:00 – What motivates your audience, really? 24:00 – From targeting to tone of voice: the full funnel view 25:20 – Final thoughts: how to test research without committing big 26:30 – What’s coming up next in Episode 3 Resources & Mentions: More about audience design and research at www.dcmn.com [https://www.dcmn.com] Contact us: hello@dcmn.com [hello@dcmn.com] Subscribe to Do Change Marketing Now on Spotify, Apple Podcasts, or wherever you listen Key Quote: “Audience design is not a buzzword. It is the briefing most brands skip.”

#1 The Battle of Attention

Do Change Marketing Now Welcome to the very first episode of Do Change Marketing Now! Kicking things off with one of the biggest challenges facing marketers today: The Battle of Attention. With thousands of ads hitting consumers daily, your biggest enemy isn’t bad creatives or even bad budgets, it’s invisibility. Matthias Riedl breaks down why performance marketing alone won’t cut it anymore, and how to break through the noise using what he calls Brandformance: the perfect storm of brand building and performance. In this episode, you'll hear stories from DCMN’s early days, how brands like Zalando and Urban Sports Club won attention in unconventional ways, and why understanding your customer better than anyone else is still the ultimate advantage. Do Change Marketing Now Podcast Episode#1 The Battle of Attention Host: Matthias Riedl, CEO of DCMN With thousands of ads hitting consumers daily, your biggest enemy isn't bad creatives or even bad budgets, it's invisibility. Matthias Riedl breaks down why performance marketing alone won't cut it anymore, and how to break through the noise using what he calls Brandformance: the perfect storm of brand building and performance. In this episode, you'll hear stories from DCMN's early days, how brands like Zalando and Urban Sports Club won attention in unconventional ways, and why understanding your customer better than anyone else is still the ultimate advantage. * Why attention is the new battleground * From 500 ads a day (1970s) to 5,000+: the over-saturation problem * Why your ideal customer profile (ICP) is your best weapon * Real talk: why linear TV isn't dead, it just evolved * The Urban Sports Club Munich radio hack * Zalando's TV-powered breakout * Brandformance explained: strategy + emotion + tactical execution * Actionable insights > raw data * A teaser on what's coming next: customer research and how to do it right Got feedback or topic ideas? Drop us a line at podcast@dcmn.com\ Follow us on LinkedIn and Instagram for updates\ Until next time, have a good catch! * LinkedIn [https://www.linkedin.com/company/dcmn] * Instagram [https://www.instagram.com/dcmn_com]