E-commerce dagen Utrecht: Through the line communication

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…

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!

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

Success

We really go further…

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E-commerce dagen Utrecht: Through the line communication

by hans Smellinckx on Apr 25, 2012

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