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Omnichannel marketing at KU Leuven
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Online Marketing
Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be
HANS SMELLINCKXInnovation
20 years experience
Sales & Marketing
Social Marketing Forum
®Evolution
Social MediaE-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile MarketingMetrics, KPI’s & dashboardingBlogger
CRM
Branding & Reach
TEDx FlandersConsultant
Direct Marketing
Some of My References
www.onlinemarketingmanager.be
Online marketing is
Social media
SEO
Website
Mobile environment
E-mail marketing
Metrics, KPIs & dashboards
Online Marketingis
dead
Multi-
Channel
10%
Multi-channel MarketingOmni
Excerpted from Big Bang Disruption: Strategy in the Age of Devastating Innovation by Larry Downes and Paul Nunes. Copyright 2014 by Lawrence Downes and Paul Nunes.
Evolution®
Evolution
Beyond a 10 AM to 6 PM mentality
Omni-channel
websiteMobile website App
Social media
Out of home
Direct MarketingCall center
Retail
E-mail marketing
SEO & SEA POS communication
Employees YOU
The Future
Today
BELGIUM : 0
Innovation in the Belgian Travel market
Why digital matters
Social media
In Belgium
The mobile consumer
DIY consumer
From boring to…
Own dataShop data3rd party dataClick behaviour websitesClick behaviour newslettersE-commerce dataBrochure pick-up
UpsellWelcome backSatisfaction surveyBooking satisfactionFacebook dataMobile data
Internal ref.
External ref.
Ticket price
Millions of records
Cash registry
Family card
Personalised
catalogues
More info = contact Yourzine.nl
Data wareho
use(selectiv
e set)
Predictive
modelling
Pro-active marketing
PerfectionDoes not exist
Perfectionis better than…
TIME
PEOPLE
Challenges
girl
20y
student
Brussels
Sc 2
Hobby
Interests
Pets
Living together
Still living at home
shopaholic
?
Data connection
Mobile savy
E-commerce
Real-time mobile use
Workplace vs living
?
Big Data
1994: Website?
E-commerce is more than SEO, SEA, Direct entry, conversion, metrics…
Creativity
Visualisatio
n
Visualisatio
n
&
Social & owned strategy wave
Phase 1
Phase
2
Phase
3
ListenStrategy
Build
SpreadSpread
BuildSales
Leadsaudie
nce
How to generate 1 million €
You need an audience
The average e-mail db in Belgium is below 100,000... We tend to preach to an empty
stadium.
BELGIUM USAGOOD BALANCE
Belgium: top 10 brands
Where are the real Belgian brands? (media)
If you don’t speak to your audience
and don’t listen to what they say,
why would they buy you? Or replace you with a cheaper alternative?
1/5 wants to get promotions
Gather an audience
You’ll need ads!
Open graph 2
Collect data
Personalise = relevancy
Connect & share
http://www.360i.com/work/oreo-daily-twist/
People talk about you…
Monitoring tools
http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/
Visualise it!
Visualise it!
Visualise it!
WTF!
Gamification of data
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