Omnichannel Marketing

Seminar

Christian Daems - Managing Consultant - Faces of Content – www.facesofcontent.com

christian@facesofcontent.com - +32 477 31 52 89

www.linkedin.com/in/christiandaems - @christiandaems @facesofcontent

www.facebook.com/facesofcontent

Praktische zaken

1. Smartphones en andere devices op silent zetten

2. #beomnichannel

3. Wifi

4. Vragenformulier voor Q&A

5. Vragenformulier invullen

6. Netwerken

Agenda

09.15u – 09.45u: Ontvangst

09.45u – 10.00u: Opening door Christian Daems: Relevance in Omnichannel Marketing

10.00u – 10.30u: Sven De Clercq, e-Commerce Manager bij NMBS Europe: Omnichannel Customer

Journeys

10.30u – 11.00u: John Lindsay, Addemar, A/B en Multi-Variate Testing en hoe deze in te zetten in een

omnichannel wereld

11.00u – 11.30u: Tomas Liefooghe, Marketing Data Management Team Manager Bij Colruyt Group:

Omnichannel Best Practices

11.30u – 12.00u: Wim Griffioen, Associate bij Qhuba en betrokken bij Shopping 2020: Resultaten van

de PIM/Omnichannel enquête

12.00u – 13.00u: Middagpauze met broodjeslunch en netwerkgelegenheid

Agenda

13.00u – 13.30u: Sebastian E. Hoelzl, Director Marketing Strategy bij Silverpop/IBM: How to drive

engagement and revenue growth through understanding behaviours

13.30u – 14.00u: Werner Bruyns, Manager België bij CoolBlue: Omnichannel Klantentevredenheid

14.00u – 14.30u: Jos Schreurs, Program Manager bij Office Depot: Omnichannel: Information

Management is King!

14.30u – 15.00u: Pauze

15.00u – 15.30u: Jan Vanthienen, Marketing Expert bij Addemar: Hoe 3 keer meer resultaat met je

emails?

15.30u – 16.00u: Kees Jacobs, Digital Proposition Lead bij Capgemini: ‘Digital Shopper Relevancy’

16.00u – 16.30u: Siegert Dierickx, Digital Analytics Lead bij Multiminds: Marketing Automation

through Tag Management at Unigro

16.30u – …: Afsluitmoment, Q&A, Receptie

Omnichannel Marketing

Omnichannel Marketing =crosschannel+multichannel

marketing but in a seamless and relevantapproach to allow consistent

consumer experiencethrough all available channels, from mobile devices, computers, brick-and-

mortar, television, radio, direct mail, catalog, digital tv and so on.

Introducing the mobile mind shift

Tablet vs. Smartphone usage

Tablet vs. Smartphone usage

Omnichannel

Omnichannel

Omnichannel

A. Zimmerman, A. Lorenz, R. Oppermann (Fraunhofer Institute for Applied Information)

Omnichannel

We are vendor-neutral and

integrator-independent.

We deliver tool-agnostic consultancy.

• Strategic advice - Quick scans

• Analysis (requirements & functional analysis)

• Request for information (RFI) & Request for Proposal (RFP) aid & writing

• Selection assistance & guidance

• Project management

• Programme Management

• Content Management Strategies & Consultancy

• Content Marketing Consultancy

• Framework & concepts

• Business & Technical Architectures - Solution Design - Information Architecture

• Event speaker

Our consultancy services:

Web Content Management (WCMS)

eCommerce Systems

Digital Asset Management Systems (DAM)

Product Information Systems (PIM)

Master Data Management (MDM)

Enterprise Marketing Management (EMM)

Marketing Resource Management (MRM)

Persuasive Marketing

Enterprise Search

Search Engine Marketing and related issues

Omni-Channel strategies

Email marketing & Best Practices

Web 2.0

Conversion Marketing & Strategies

Other online marketing techniques (DM, Transpromo, ...)

Web Analytics

Personalisation / Segmentation

Usability

CRM

Sales Force Automation (SFA)

Marketing Automation

...

Our expertise

Neutral and supplier independent advice on:

STRATEGY LEADS TO PROJECTS

Strategy

• Define

• Align businesses

• Set long term goals

Programme Management

• Phased approach

• Need for Governance

• Alignment with benefits

& costs wrt. prios

Project A Project C Project DProject B• Define High

level projects

Serviceable Integration • The glue

Why do we see such programmes arising in the market?

• Extra revenue/profit:

• Cross selling / upselling

• Relevant & Contextual selling

• Business development/new markets/new customers

• Optimize customer retention

• Increase average customer revenues

• Cost efficency:

• Automatisation

• Effectiviness of campaigns (increase/optimize)

• Event-driven marketing

• Lifestage-driven marketing

• Other:

• Future readiness / future proof

• Customer satisfaction

• Customer retention

• Customer interaction (feedback etc.)

• Customer centric approach (cockpit views)

PERSONALISING

SEGMENTATION

CAMPAIGNING

PLANNING

KNOWN

CUSTOMER

UNKNOWN

CUSTOMER

Surfing

Behaviour

Web Analytics

Email Analytics

Behaviour

MASTER DATA & INTELLIGENCE

E-MAIL

WEBSITE

PRINT

Email, Twitter, ...

Chat, skype, webcam, ...

FAQ - Self Service

Phone/fax

SMS

behaviour

Web

Management

Email

Marketing

Print

Publishing

Personalised

PublishingDIGITAL PRINT

Customer Intelligence & Profiling

Customer

Relationship

Management

Omni

Channel

Campaign

Management

(CCCM)

Marketing

Resource

Management

(MRM)

Enterprise

Marketing

Management

(EMM)

Mobile/Apps

Management MOBILE

PUBLISHING

BLOCKS

E-COMMERCEeCommerce

OMNICHANNEL MARKETING BUSINESS ARCHITECTURE

Narrowcasting DIGITAL SIGNAGE

Offline Shopping

Behaviour

Social Media

PublishingSOCIAL MEDIA Social Media

Analytics

Customer

Service

Customer

Sales Force

Automation

Location Intelligence

Location Points

Management

Location

POS

Management

Supplier Intelligence

Supplier

Management

Supplier

Contract

Management

Supplier Data

& Datapools

Co

mp

eti

tor

Inte

llig

en

ce

Product & Assortment Intelligence & Profiling

Product Info-

mation Mngt

Product & Brand

Product Life-

Cycle Mngt

Assortment

Management

Digital Asset

Management

Governance &

Quality

Governance

Governance

Governance

Marketing

Data Mngt

Shop Behaviour

Heatmapping

Feed back into datawarehouse

Stad Leuven

Also have been involved in projects at: KBC Bank, Tenneco Automotive, Jaga, Calodar, Van Marcke, Desco, Bridgestone

Firestone, Makro, BP, J&J, Arcelor Mittal

VDAB, FOREM, VTM, YLE, DR, KMKG, Nitto Denko, Solutia, MTS, Sara Lee, ...