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E-commerce dagen Utrecht: Through the line communication
 

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…