Omnichannel Marketing by Christian Daems from Faces of Content

1. Omnichannel Marketing
Seminar
Christian Daems - Managing Consultant - Faces of Content – www.facesofcontent.com
christian@facesofcontent.com - +32 477 31 52 89
www.linkedin.com/in/christiandaems - @christiandaems @facesofcontent
www.facebook.com/facesofcontent

2. Praktische zaken
1. Smartphones en andere devices op silent zetten
2. #beomnichannel
3. Wifi
4. Vragenformulier voor Q&A
5. Vragenformulier invullen
6. Netwerken

3. Agenda
09.15u – 09.45u: Ontvangst
09.45u – 10.00u: Opening door Christian Daems: Relevance in Omnichannel Marketing
10.00u – 10.30u: Sven De Clercq, e-Commerce Manager bij NMBS Europe: Omnichannel Customer
Journeys
10.30u – 11.00u: John Lindsay, Addemar, A/B en Multi-Variate Testing en hoe deze in te zetten in een
omnichannel wereld
11.00u – 11.30u: Tomas Liefooghe, Marketing Data Management Team Manager Bij Colruyt Group:
Omnichannel Best Practices
11.30u – 12.00u: Wim Griffioen, Associate bij Qhuba en betrokken bij Shopping 2020: Resultaten van
de PIM/Omnichannel enquête
12.00u – 13.00u: Middagpauze met broodjeslunch en netwerkgelegenheid

4. Agenda
13.00u – 13.30u: Sebastian E. Hoelzl, Director Marketing Strategy bij Silverpop/IBM: How to drive
engagement and revenue growth through understanding behaviours
13.30u – 14.00u: Werner Bruyns, Manager België bij CoolBlue: Omnichannel Klantentevredenheid
14.00u – 14.30u: Jos Schreurs, Program Manager bij Office Depot: Omnichannel: Information
Management is King!
14.30u – 15.00u: Pauze
15.00u – 15.30u: Jan Vanthienen, Marketing Expert bij Addemar: Hoe 3 keer meer resultaat met je
emails?
15.30u – 16.00u: Kees Jacobs, Digital Proposition Lead bij Capgemini: ‘Digital Shopper Relevancy’
16.00u – 16.30u: Siegert Dierickx, Digital Analytics Lead bij Multiminds: Marketing Automation
through Tag Management at Unigro
16.30u – …: Afsluitmoment, Q&A, Receptie

5. Omnichannel Marketing
Omnichannel Marketing =crosschannel+multichannel
marketing but in a seamlessand relevant
approach to allow consistent
consumer experience
throughall available channels, from mobile devices, computers, brick-and-mortar,
television, radio, direct mail, catalog, digital tv and so on.

6. Introducing the mobile mind shift

7. Tablet vs. Smartphone usage

8. Tablet vs. Smartphone usage

9. Omnichannel

10. Omnichannel

11. Omnichannel
A. Zimmerman, A. Lorenz, R. Oppermann (Fraunhofer Institute for Applied Information)

12. Omnichannel

13. We are vendor-neutral and
integrator-independent.
We deliver tool-agnostic
consultancy.

14. Our consultancy services:
• Strategic advice - Quick scans
• Analysis (requirements & functional analysis)
• Request for information (RFI) & Request for Proposal (RFP) aid & writing
• Selection assistance & guidance
• Project management
• Programme Management
• Content Management Strategies & Consultancy
• Content Marketing Consultancy
• Framework & concepts
• Business & Technical Architectures - Solution Design - Information Architecture
• Event speaker

15. Our expertise
Neutral and supplier independent advice on:
Web Content Management (WCMS)
eCommerce Systems
Digital Asset Management Systems (DAM)
Product Information Systems (PIM)
Master Data Management (MDM)
Enterprise Marketing Management (EMM)
Marketing Resource Management (MRM)
Persuasive Marketing
Enterprise Search
Search Engine Marketing and related issues
Omni-Channel strategies
Email marketing & Best Practices
Web 2.0
Conversion Marketing & Strategies
Other online marketing techniques (DM, Transpromo, ...)
Web Analytics
Personalisation / Segmentation
Usability
CRM
Sales Force Automation (SFA)
Marketing Automation
...

16. STRATEGY LEADS TO PROJECTS
Strategy
• Define
• Align businesses
• Set long term goals
Programme Management
• Phased approach
• Need for Governance
• Alignment with benefits
& costs wrt. prios
Project A Project B Project C Project D
• Define High
level projects
Serviceable Integration • The glue

17. Why do we see such programmes arising in the market?
• Extra revenue/profit:
• Cross selling / upselling
• Relevant & Contextual selling
• Business development/new markets/new customers
• Optimize customer retention
• Increase average customer revenues
• Cost efficency:
• Automatisation
• Effectiviness of campaigns (increase/optimize)
• Event-driven marketing
• Lifestage-driven marketing
• Other:
• Future readiness / future proof
• Customer satisfaction
• Customer retention
• Customer interaction (feedback etc.)
• Customer centric approach (cockpit views)

18. OMNICHANNEL MARKETING BUSINESS ARCHITECTURE
PERSONALISING
SEGMENTATION
CAMPAIGNING
PLANNING
KNOWN
CUSTOMER
UNKNOWN
CUSTOMER
Surfing
Behaviour
Web Analytics
SMS
behaviour
Email Analytics
Behaviour
MASTER DATA & INTELLIGENCE
WEBSITE
E-MAIL
PRINT
Email, Twitter, ...
Chat, skype, webcam, ...
Phone/fax
FAQ - Self Service
Web
Management
Email
Marketing
Print
Publishing
Personalised
Publishing
DIGITAL PRINT
Customer
Relationship
Management
Governance
Customer Intelligence & Profiling
Omni
Channel
Campaign
Management
(CCCM)
Marketing
Resource
Management
(MRM)
Enterprise
Marketing
Management
(EMM)
Mobile/Apps
Management
MOBILE
PUBLISHING
BLOCKS
eCommerce E-COMMERCE
Narrowcasting DIGITAL SIGNAGE
Offline Shopping
Behaviour
Social Media
Publishing
SOCIAL MEDIA Social Media
Analytics
Customer
Service
Customer
Sales Force
Automation
Location
Location Points
Management
Governance
POS
Management
Location Intelligence
Governance
Supplier Intelligence
Supplier
Supplier
Management
Contract
Management
Competitor Intelligence
Supplier Data
& Datapools
Product & Brand
Product Info-mation
Mngt
Product Life-
Cycle Mngt
Assortment
Management
Digital Asset
Management
Governance &
Quality
Marketing
Data Mngt
Product & Assortment Intelligence & Profiling
Shop Behaviour
Heatmapping
Feed back into datawarehouse

19. Stad Leuven
Also have been involved in projects at: KBC Bank, Tenneco Automotive, Jaga, Calodar, Van Marcke, Desco, Bridgestone
Firestone, Makro, BP, J&J, Arcelor Mittal
VDAB, FOREM, VTM, YLE, DR, KMKG, Nitto Denko, Solutia, MTS, Sara Lee, ...