Omnichannel at KU Leuven

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/

www.lithium.com

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