In continuing our posts about the faces behind the MARCONI project, we had the opportunity to interview Dennis Laupman, CCO at Pluxbox.
Hi Dennis, please tell me something about yourself and your work at Pluxbox.
I am a media tech entrepreneur with a strong focus on content driven innovation. I started my career in the broadcast industry at NPO 3FM and NPO Radio 2 more than 10 years ago. After having founded Pluxbox with Cas Adriani in 2007, we were in the technical lead of a lot of radio innovations in the Netherlands, such as the radio production tool RadioManager, Visual Radio, RadioDNS and DAB+ metadata. Nowadays, as a CCO, I’m responsible for all the commercial activities of Pluxbox and help our customers to monetize their content by optimizing their content strategy.
What makes the development of the MARCONI platform so interesting and relevant to your work?
We see that media consumption, especially for the younger audience, is changing a lot. It is no longer about broadcasting, but about sharing. It is important that you no longer stand above, but in the community. An important part of this mission is getting in touch with your target audience. Marconi is very keen on doing this. Depending on the moment, channel and form, the MARCONI platform will soon offer the right framework. This gives radio stations the power to find and reach their target audiences and lead them to places where value can be added. The added value then contributes to the (financial) performance of the station.
Which are the main innovations that you think will make MARCONI a success in the market?
The opportunity to learn a lot from your audience by coming in contact with them as much as possible. I think we should teach radio to fall and get up again. On the basis of good real-time insights such as reach, engagement, effort vs. impact, etc., radio stations can take (small) steps in a relatively safe environment in their transition from a radio brand to a 360 media brand. Things like A.I. and voice control are becoming important in communication with the listener. We also must not forget that radio makers have to do more in the same time. We must help and support them with this.
The exploitation of the project results is one of the main tasks that you will tackle towards the second part of the project. Which opportunities do you find most exciting?
Creating awareness and need. To make the MARCONI platform a musthave for every radio station.