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, Hunga...
Thomas Cook Belgium is…         Sport – Discover – Cruises
Contact                                 IAB BELGIUM                20 years experience                        Founder     ...
@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   ...
More than 300,000 fans                                                       E-com shops        Social media              ...
DATA CLUTTER
Connecting the dots  CRM              SOCIALWEBSITE                                          Relevant messages            ...
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     C...
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…
E-commerce dagen Utrecht: Through the line communication
E-commerce dagen Utrecht: Through the line communication
E-commerce dagen Utrecht: Through the line communication
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!

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E-commerce dagen Utrecht: Through the line communication

  1. 1. Presentation sponsored by:Presented on: e-commerce Dagen 2012 http://e-commercedagen.nl/
  2. 2. Through the line communicationNo bullshit, just reality!
  3. 3. ABOUT US
  4. 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. 5. Thomas Cook Belgium is… Sport – Discover – Cruises
  6. 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. 7. @hanssmellinckxwww.onlinemarketingmanager.be
  8. 8. We are…
  9. 9. Dream
  10. 10. DreamDream
  11. 11. Experience
  12. 12. Together Alone
  13. 13. Basics
  14. 14. One to one communication is… DEAD URBAN LEGEND N°1
  15. 15. ONE TO MANY
  16. 16. The life cycle of a consumer was…
  17. 17. & now influenced,…not only by brands!
  18. 18. (E-)commerce has adifferent landscape
  19. 19. The Challenge
  20. 20. Company tunnel vision
  21. 21. Changing people takes time
  22. 22. Customer Journeyit’s fun to go on a holiday, why not making the processinspiring?
  23. 23. Only possible if CRM meets retail & digital!
  24. 24. SPAIN EGYPT DISCOVER THAILAND CRUISESTUNESIA USA FRANCE MOTOR Reisinspiratie.be TURKEY
  25. 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. 26. DATA CLUTTER
  27. 27. Connecting the dots CRM SOCIALWEBSITE Relevant messages DATA MINING DATA MODELLING EMAIL MOBILE
  28. 28. It’s not a sprint!
  29. 29. 2011 2012 2013© Insites Project model
  30. 30. It’s a marathon!
  31. 31. Sales succesSales LeadsCommunication & marketing
  32. 32. Don’t waste your money at user experience gurus
  33. 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. 34. User experience experts will save your businesURBAN LEGEND N°2
  35. 35. The old versions URBAN LEGEND N°2
  36. 36. The test mRI scans
  37. 37. The resultNew templates
  38. 38. The resultNew templates
  39. 39. The resultNew templates
  40. 40. The resultNew templates
  41. 41. Success
  42. 42. We really go further…
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