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Koen Delvaux

preliminary presentation that holds some screenshots that give an idea of what soon will happen on ibrussels.org

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De presentatie toont hoe je een marketingplan kadert binnen de visie, missie en strategie van het bedrijf. Daarnaast gaat ze in op de belangrijkste verschillen in het managen van digitale marketing ten opzichte van de traditionele aanpak: tweerichtingsverkeer, integratie van de service experience en het blijven doorlopen van de interactie na het einde van een campagne. Verder worden de verschillende elementen van een strategische plan toegelicht aan de hand van de hoofdstukken en titels die in het plan moeten terugkomen. Een laatste deel geeft aan hoe je het planningsproces continu moet voeden op basis van testen. In digitale marketing kan je immers kleinschalig, snel en goedkoop experimenteren. Dit zorgt ervoor dat het vaak beter is om een experiment op te zetten in plaats van in een vergadering te discussiëren.

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Keynote given on June 10, 2013 for Vlerick Conversation Management Platform event in Brussels, Belgium. Part 1 deals with the 3 trends in customer service: desintermediation, frictionless service and crowdservice. Part 2 discusses the future of customer service: we will not use service to solve problems, but service will connect people around your brand (service as the new marketing) . In a third part, the presentation explains how Lampiris is responding to these challenges.

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