Dear Marketer

BRING THE
LOVE BACK
Marketing
Bisnode

Selligent

Robert Half International

Thomas Cook Belgium

Social Marketing Forum
20 years experience
Innovation ...
Cases included
Beyond pretty pictures
Beyond sexyness
Money
Business like we knew it
BRING THE
LOVE BACK
In Marketing
Omni
Multi-channel Marketing
®Evolution
Beyond a
10 AM to 6 PM
mentality
Omni-channel
website
Mobile website

App
Social media

Direct Marketing

Call center

Out of home

Retail

YOU

Employees
...
Own data
Shop data
3rd party data
Click behaviour websites
Click behaviour
newsletters
E-commerce data
Brochure pick-up

U...
Internal
ref.

Ticket
price

Millions of
records
External
ref.
Humans
changed

Source: Insites Consulting
3%
Travel.be
25%
Actions Taken As a Result of a Looking for Local Information on a mobile:
Ik weet wat
ik wil

online

Toeval

offline

Ik heb
begeleiding
nodig

offline

offline

online
More info = contact Yourzine.nl

Cash
registry

Family
card

Personalised
catalogues
Data
warehouse
(selective
set)

Predictive
modelling

Pro-active
marketing
Dumbphoning
Second screen
What is a brand?

Not a logo
Not a typeface
Not a tagline
A brand is what
people think it is!
Brands = change
Source: Philips Innovation Team
The brand
Symphony
from
Philips
Customer journey
Connecting
the dots
Multi-device
Goal
Goal
Strategy

1.What’s your goal
2.Create a strategic omni-channel
Marketing plan
3.Social media policy & escallation
procedur...
Fail Fast
Marketing is never adhoc
Share your passion
x
“LEADS”

Low
Medium
Hot

Website client
Landing page(s)

E-mail

DM process

Web & iDTV

Call center

Automatic process
...
The channels
The facts

6 Twitter
accounts
30
Facebook

pages

2
Youtube
channels

3
Google+
accounts
3
Pinterest
accounts

+300,000 fa...
The facts

+30 DM
Campaigns
Segmented

websites

+500
CRM
users

Abandon
cart

Segmentation

& RFM
model

More than 4
mill...
Every campaign
Focus
Facebook for branding

Offers

Engage

Regularly posts about offers,
Use polls and questions to get a
pleople are a fan be...
Linkedin for recruits

Jobs
Use it as a lead generation
platform for good candidates.
Linkedin should be a central tool
fo...
Youtube for visual harvesting

Content hosting

Engage

Host your commercial oriented
movies on 1 platform

Youtube allows...
Twitter for customer service & journalism

Customer service
Twitter can be a quick platform
to detect problems on
destinat...
Google+ for seo

Offers

Engage

Same strategy as Facebook

Cf facebook

Info

Adverteer

Cf. Facebook.

Cf facebook

SEO
What about….
18

1

7

1
DATA CLUTTER

BIG

DATA
Connect the dots
It’s not a sprint!
It’s a marathon!
Visualise it!
You’ve some
time…
First signs of the future
We need

Mad men
Mad scientists
TEDx Flanders Thomas Cook Belgium

Social Marketing Forum
20 years experience
Innovation & Marketing Projects

®Evolution
...
Some of My References
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
Post Graduate course at PXL Limburg
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Post Graduate course at PXL Limburg

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Course that I gave at PXL Limburg, Belgium about Digital Marketing Strategy.

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  • & Euro Spar in Ieper!
  • No consultant talk
  • > Marketing is about figures
  • Eurospar Ieper wel mooi voorbeeld van locale handelaar
  • 30/70 marketMarge: jetairexampleToeristIndustrie (online vs offline) – ropoConsumer changed
  • We still keep on thinking in terms of channelsGo beyond actions: insert demands in this equation
  • Question: what % of total retail sales in Belgium is generated online in the fashion industry?http://www.thinkwithgoogle.com/mobileplanet/en-gb/
  • http://www.creamoda.be/NL/trends/e_commerce/e_commerce_in_het_kort.html?c5b48e0a624f360fb7a65ff064726c37af5b7bb2=7ujiis4trsj0kre721m9crs9u1
  • On average < 10%
  • Online & offline are connected!
  • Google / Ipsosstudy 2011, The mobile Movementstudy95% of smartphone users have looked at local info.
  • With the least efford, getting a maximum ROIInternally= you will need “partners in crime”
  • Externally you also need partners in crime
  • Left: knowRight: use
  • Source: datameer
  • Createyourowntipping point
  • No consultant talk
  • Post Graduate course at PXL Limburg

    1. 1. Dear Marketer BRING THE LOVE BACK Marketing
    2. 2. Brands need to engage
    3. 3. Bisnode Selligent Robert Half International Thomas Cook Belgium Social Marketing Forum 20 years experience Innovation & Marketing Projects ®Evolution HANS SMELLINCKX Founder Multi-channel Marketing Social Media E-mail Marketing CRM Digital Marketing Mobile Marketing Blogger Metrics, KPI’s & dashboarding Branding & Reach Twitter.com/hanssmellinckx www.onlinemarketingmanager.be
    4. 4. Cases included
    5. 5. Beyond pretty pictures
    6. 6. Beyond sexyness
    7. 7. Money
    8. 8. Business like we knew it
    9. 9. BRING THE LOVE BACK In Marketing
    10. 10. Challenging landscape Industry Market Consumer
    11. 11. Omni Multi-channel Marketing
    12. 12. ®Evolution
    13. 13. Beyond a 10 AM to 6 PM mentality
    14. 14. Omni-channel website Mobile website App Social media Direct Marketing Call center Out of home Retail YOU Employees E-mail marketing SEO & SEA POS communication
    15. 15. 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
    16. 16. Internal ref. Ticket price Millions of records External ref.
    17. 17. Humans changed Source: Insites Consulting
    18. 18. 3%
    19. 19. Travel.be 25%
    20. 20. Actions Taken As a Result of a Looking for Local Information on a mobile:
    21. 21. Ik weet wat ik wil online Toeval offline Ik heb begeleiding nodig offline offline online
    22. 22. More info = contact Yourzine.nl Cash registry Family card Personalised catalogues
    23. 23. Data warehouse (selective set) Predictive modelling Pro-active marketing
    24. 24. Dumbphoning
    25. 25. Second screen
    26. 26. What is a brand? Not a logo Not a typeface Not a tagline
    27. 27. A brand is what people think it is!
    28. 28. Brands = change
    29. 29. Source: Philips Innovation Team
    30. 30. The brand Symphony from Philips
    31. 31. Customer journey
    32. 32. Connecting the dots
    33. 33. Multi-device
    34. 34. Goal
    35. 35. Goal
    36. 36. Strategy 1.What’s your goal 2.Create a strategic omni-channel Marketing plan 3.Social media policy & escallation procedure 4.Listen & research 5.Engage (advertise, post, etc) 6.Build (every step is a next level) 7.Freak out 8.Evaluate, fin-tune and go back to step 2
    37. 37. Fail Fast
    38. 38. Marketing is never adhoc
    39. 39. Share your passion
    40. 40. x “LEADS” Low Medium Hot Website client Landing page(s) E-mail DM process Web & iDTV Call center Automatic process Follow - up
    41. 41. The channels
    42. 42. The facts 6 Twitter accounts 30 Facebook pages 2 Youtube channels 3 Google+ accounts 3 Pinterest accounts +300,000 fans 2,000 followers 1 full time FTE
    43. 43. The facts +30 DM Campaigns Segmented websites +500 CRM users Abandon cart Segmentation & RFM model More than 4 million Belgians in our DB
    44. 44. Every campaign
    45. 45. Focus
    46. 46. Facebook for branding Offers Engage Regularly posts about offers, Use polls and questions to get a pleople are a fan because they better feeling with your market want to receive promotions! Be and target audience active to activate the active sharing. Info Advertise Share content and your history. Increase you database by using the advertising methods Also informing people who is behind the facebook page, make it human
    47. 47. Linkedin for recruits Jobs Use it as a lead generation platform for good candidates. Linkedin should be a central tool for your recruitment strategy Engage Get a feeling out of your B2B market Info Share information to travel agents. B2B communication Advertise Use the possibilities of a pro account.
    48. 48. Youtube for visual harvesting Content hosting Engage Host your commercial oriented movies on 1 platform Youtube allows you to create interaction videos. Remember the Tipex video? SEO Advertise Tag your content with links and tags, so it is reachable through Advertise in similar videos and search as well. may be you’ll pop-up in the ones of your competition
    49. 49. Twitter for customer service & journalism Customer service Twitter can be a quick platform to detect problems on destination journalism Distribute your content to twitter first. Twitter’s population is overcrowded with journalists and news is being made on twitter.
    50. 50. Google+ for seo Offers Engage Same strategy as Facebook Cf facebook Info Adverteer Cf. Facebook. Cf facebook SEO
    51. 51. What about…. 18 1 7 1
    52. 52. DATA CLUTTER BIG DATA
    53. 53. Connect the dots
    54. 54. It’s not a sprint!
    55. 55. It’s a marathon!
    56. 56. Visualise it!
    57. 57. You’ve some time…
    58. 58. First signs of the future
    59. 59. We need Mad men Mad scientists
    60. 60. TEDx Flanders Thomas Cook Belgium Social Marketing Forum 20 years experience Innovation & Marketing Projects ®Evolution HANS SMELLINCKX Founder Multi-channel Marketing Social Media E-mail Marketing CRM Digital Marketing Mobile Marketing Blogger Metrics, KPI’s & dashboarding Branding & Reach Twitter.com/hanssmellinckx www.onlinemarketingmanager.be
    61. 61. Some of My References

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