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Keynote at the CLIA day at Communicatie Huis (Corelio) about Omni-channel marketing in the travel industry
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Digital MarketingT R AV E L I N D U S T R Y
Interaction!
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
Freak out!
Belgian Travel industry
70%
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
Mobile = key
db= key
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?
Social media
In Belgium
Not the walhalla
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
Cash registry
Family card
Personalised catalogues
More info = contact Yourzine.nl
Data warehous
e(selective
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?
2012: Facebook page?
2014: Mobile app?
E-commerce is more than SEO, SEA, Direct entry, conversion, metrics…
Creativity
Creativity
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
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
You’ll need ads!
Open graph 2
Collect data
Personalise = relevancy
Connect & share
Human terms…
http://www.360i.com/work/oreo-daily-twist/
Gamification of data
Recommendations
Start now!
! Hype cycle!Mobile, social is just a
channel
We needMad menMad scientists
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
