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Omni-channel Marketing Travel Industry

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Keynote at the CLIA day at Communicatie Huis (Corelio) about Omni-channel marketing in the travel industry

Keynote at the CLIA day at Communicatie Huis (Corelio) about Omni-channel marketing in the travel industry

Published in: Marketing, Business

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  • More than 4 millionpotential contacts & eachyear 1.8 millionpeople go on holidaywithus…
  • http://projects.nytimes.com/census/2010/explorer
  • Transcript

    • 1. Digital Marketing T R AV E L I N D U S T RY
    • 2. Interaction!
    • 3. 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
    • 4. Some of My References www.onlinemarketingmanager.be
    • 5. Freak out!
    • 6. Belgian Travel industry
    • 7. 10%
    • 8. Multi-channel Marketing Omni
    • 9. 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.
    • 10. Evolution ®
    • 11. Evolution
    • 12. Mobile = key
    • 13. db= key
    • 14. Beyond a 10 AM to 6 PM mentality
    • 15. Omni-channel website Mobile website App Social media Out of home Direct MarketingCall center Retail E-mail marketing SEO & SEA POS communication Employees YOU
    • 16. The Future Today
    • 17. BELGIUM : 0 Innovation in the Belgian Travel market
    • 18. Why?
    • 19. Social media In Belgium
    • 20. Not the walhalla
    • 21. The mobile consumer
    • 22. DIY consumer
    • 23. From boring to…
    • 24. 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
    • 25. Cash registry Family card Personalised catalogues More info = contact Yourzine.nl
    • 26. Data warehouse (selective set) Predictive modelling Pro-active marketing
    • 27. Perfection Does not exist
    • 28. Perfection is better than…
    • 29. TIME
    • 30. PEOPLE
    • 31. Challenges
    • 32. girl 20y student Brussels Sc 2
    • 33. Hobby Interests Pets Living together Still living at home shopaholic ?
    • 34. Data connection Mobile savy E-commerce Real-time mobile use Workplace vs living ?
    • 35. 1994: Website? 2012: Facebook page? 2014: Mobile app?
    • 36. E-commerce is more than SEO, SEA, Direct entry, conversion, metrics…
    • 37. You need an audience
    • 38. The average e-mail db in Belgium is below 100,000... We tend to preach to an empty stadium. BELGIUM USAGOOD BALANCE
    • 39. 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?
    • 40. 1/5 wants to get promotions
    • 41. You’ll need ads!
    • 42. Open graph 2 Collect data Personalise = relevancy Connect & share Human terms…
    • 43. http://www.360i.com/work/oreo-daily-twist/
    • 44. Gamification of data
    • 45. http://projects.nytimes.com/census/2010/explorer
    • 46. Recommendations
    • 47. Start now!
    • 48. ! Hype cycle! Mobile, social is just a channel
    • 49. We need Mad men Mad scientists
    • 50. 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
    • 51. Some of My References www.onlinemarketingmanager.be