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

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  • More than 4 millionpotential contacts & eachyear 1.8 millionpeople go on holidaywithus…
  • http://projects.nytimes.com/census/2010/explorer
  • Omni-channel Marketing Travel Industry

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

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