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Online Marketing
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be
HANS SMELLINCKX
Innovation
20 years experience
Sales & Marketing
Social Marketing Forum
®Evolution
Social Media
E-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile Marketing
Metrics, 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 Marketing
is
dead
Omnichannel at KU Leuven
10%
Multi-channel Marketing
Omni
Omnichannel at KU Leuven
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
website
Mobile website App
Social media
Out of home
Direct MarketingCall center
Retail
E-mail marketing
SEO & SEA POS communication
Employees YOU
The Future
Today
Omnichannel at KU Leuven
BELGIUM : 0
Innovation in the
Belgian Travel market
Why digital matters
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Social media
In Belgium
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
The mobile consumer
DIY consumer
From boring to…
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Own data
Shop data
3rd party data
Click behaviour websites
Click behaviour
newsletters
E-commerce data
Brochure pick-up
Upsell
Welcome back
Satisfaction survey
Booking satisfaction
Facebook data
Mobile data
Internal
ref.
External
ref.
Ticket
price
Millions of
records
Omnichannel at KU Leuven
Cash
registry
Family
card
Personalised
catalogues
More info = contact Yourzine.nl
Data
warehouse
(selective
set)
Predictive
modelling
Pro-active
marketing
Omnichannel at KU Leuven
Perfection
Does not exist
Perfection
is 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
?
Omnichannel at KU Leuven
1994: Website?
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
E-commerce is more than
SEO, SEA, Direct entry,
conversion, metrics…
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Social & owned strategy wave
Listen
Strategy
Build
Spread
Spread
Build
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!
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Open graph 2
Collect data
Personalise =
relevancy
Connect & share
Omnichannel at KU Leuven
http://www.360i.com/work/oreo-daily-twist/
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
Omnichannel at KU Leuven
www.lithium.com
People talk about you…
Monitoring tools
http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/
Omnichannel at KU Leuven
Visualise it!
Visualise it!
Visualise it!
WTF!
Gamification of data
Omnichannel at KU Leuven

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Omnichannel at KU Leuven

Notes de l'éditeur

  1. More than 4 millionpotential contacts & eachyear 1.8 millionpeople go on holidaywithus…
  2. Source: datameer
  3. Source: datameer
  4. Source: datameer
  5. http://projects.nytimes.com/census/2010/explorer