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

  • Presentation sponsored by:Presented on: e-commerce Dagen 2012 http://e-commercedagen.nl/
  • Through the line communicationNo bullshit, just reality!
  • ABOUT US
  • 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
  • Thomas Cook Belgium is… Sport – Discover – Cruises
  • 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
  • @hanssmellinckxwww.onlinemarketingmanager.be
  • We are…
  • Dream
  • DreamDream
  • Experience
  • Together Alone
  • Basics
  • One to one communication is… DEAD URBAN LEGEND N°1
  • ONE TO MANY
  • The life cycle of a consumer was…
  • & now influenced,…not only by brands!
  • (E-)commerce has adifferent landscape
  • The Challenge
  • Company tunnel vision
  • Changing people takes time
  • Customer Journeyit’s fun to go on a holiday, why not making the processinspiring?
  • Only possible if CRM meets retail & digital!
  • SPAIN EGYPT DISCOVER THAILAND CRUISESTUNESIA USA FRANCE MOTOR Reisinspiratie.be TURKEY
  • 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
  • DATA CLUTTER
  • Connecting the dots CRM SOCIALWEBSITE Relevant messages DATA MINING DATA MODELLING EMAIL MOBILE
  • It’s not a sprint!
  • 2011 2012 2013© Insites Project model
  • It’s a marathon!
  • Sales succesSales LeadsCommunication & marketing
  • Don’t waste your money at user experience gurus
  • 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:
  • User experience experts will save your businesURBAN LEGEND N°2
  • The old versions URBAN LEGEND N°2
  • The test mRI scans
  • The resultNew templates
  • The resultNew templates
  • The resultNew templates
  • The resultNew templates
  • Success
  • We really go further…