E-commerce dagen Utrecht: Through the line communication
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E-commerce Dagen in Utrecht: presentation about marketing and through the line communication. from e-commerce to Direct Marketing!

E-commerce Dagen in Utrecht: presentation about marketing and through the line communication. from e-commerce to Direct Marketing!

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E-commerce dagen Utrecht: Through the line communication Presentation Transcript

  • 1. Presentation sponsored by:Presented on: e-commerce Dagen 2012 http://e-commercedagen.nl/
  • 2. Through the line communicationNo bullshit, just reality!
  • 3. ABOUT US
  • 4. Thomas Cook is… Pan-”European” travel company Germany, UK, The Netherlands, Belgium, France, Luxembourg, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, Russia, Canada & India 3200 travel agents 33 tour operators (Eg. Neckermann, Vrijuit) 33.000 employees 95 airplanes BE 7–0 NL
  • 5. Thomas Cook Belgium is… Sport – Discover – Cruises
  • 6. Contact IAB BELGIUM 20 years experience Founder Marketing Manager Direct & Digital ®Evolution Social Marketing Forum HANS SMELLINCKX Interactive Marketing Social Media TEDx Flanders E-mail Marketing Mobile Marketing Direct Marketing Blogger Metrics, KPI’s & dashboarding E-commerce
  • 7. @hanssmellinckxwww.onlinemarketingmanager.be
  • 8. We are…
  • 9. Dream
  • 10. DreamDream
  • 11. Experience
  • 12. Together Alone
  • 13. Basics
  • 14. One to one communication is… DEAD URBAN LEGEND N°1
  • 15. ONE TO MANY
  • 16. The life cycle of a consumer was…
  • 17. & now influenced,…not only by brands!
  • 18. (E-)commerce has adifferent landscape
  • 19. The Challenge
  • 20. Company tunnel vision
  • 21. Changing people takes time
  • 22. Customer Journeyit’s fun to go on a holiday, why not making the processinspiring?
  • 23. Only possible if CRM meets retail & digital!
  • 24. SPAIN EGYPT DISCOVER THAILAND CRUISESTUNESIA USA FRANCE MOTOR Reisinspiratie.be TURKEY
  • 25. More than 300,000 fans E-com shops Social media (offer & banners) integration More than 1 million contacts E-mail mktUsed in DM campaigns Travel Square integration TC inspiration websiteMore than 1.5 million contacts
  • 26. DATA CLUTTER
  • 27. Connecting the dots CRM SOCIALWEBSITE Relevant messages DATA MINING DATA MODELLING EMAIL MOBILE
  • 28. It’s not a sprint!
  • 29. 2011 2012 2013© Insites Project model
  • 30. It’s a marathon!
  • 31. Sales succesSales LeadsCommunication & marketing
  • 32. Don’t waste your money at user experience gurus
  • 33. Project guidelines Goal:  increase performance of existing newsletters (more than 15/20 %)  Increase sales  Check “popularity”  Big progress only be possible if you focus on the unconscious behaviour  Solid partner:
  • 34. User experience experts will save your businesURBAN LEGEND N°2
  • 35. The old versions URBAN LEGEND N°2
  • 36. The test mRI scans
  • 37. The resultNew templates
  • 38. The resultNew templates
  • 39. The resultNew templates
  • 40. The resultNew templates
  • 41. Success
  • 42. We really go further…