This document discusses digital marketing strategies for the travel industry in Belgium. It notes that Belgium lags in innovation in the travel market and that consumers are increasingly using social media, mobile devices, and doing more research on their own. It advocates for an omni-channel approach using multiple digital channels including websites, mobile apps, social media, email marketing and more to engage consumers. It also emphasizes the importance of collecting customer data from various sources and using that data to personalize marketing messages.

1. Digital Marketing
T R AV E L I N D U S T RY

2. Interaction!

3. Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be
HANS SMELLINCKX
Innovation
20 years experience
Sales & Marketing
Social Marketing Forum
®Evolution
Social Media
E-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile Marketing
Metrics, KPI’s & dashboardingBlogger
CRM
Branding & Reach
TEDx FlandersConsultant
Direct Marketing

4. Some of My References
www.onlinemarketingmanager.be

5. Freak out!

6. Belgian Travel industry

8. 10%

9. Multi-channel Marketing
Omni

11. Excerpted from Big Bang Disruption: Strategy in the Age of Devastating Innovation by
Larry Downes and Paul Nunes. Copyright 2014 by Lawrence Downes and Paul Nunes.

12. Evolution
®

13. Evolution

14. Mobile = key

15. db= key

16. Beyond a
10 AM to 6 PM
mentality

17. Omni-channel
website
Mobile website App
Social media
Out of home
Direct MarketingCall center
Retail
E-mail marketing
SEO & SEA POS communication
Employees YOU

18. The Future
Today

20. BELGIUM : 0
Innovation in the
Belgian Travel market

21. Why?

26. Social media
In Belgium

30. Not the walhalla

31. The mobile consumer

32. DIY consumer

33. From boring to…

36. Own data
Shop data
3rd party data
Click behaviour websites
Click behaviour
newsletters
E-commerce data
Brochure pick-up
Upsell
Welcome back
Satisfaction survey
Booking satisfaction
Facebook data
Mobile data

38. Cash
registry
Family
card
Personalised
catalogues
More info = contact Yourzine.nl

39. Data
warehouse
(selective
set)
Predictive
modelling
Pro-active
marketing

41. Perfection
Does not exist

42. Perfection
is better than…

43. TIME

44. PEOPLE

45. Challenges

46. girl
20y
student
Brussels
Sc 2

47. Hobby
Interests
Pets
Living together
Still living at home
shopaholic
?

48. Data connection
Mobile savy
E-commerce
Real-time mobile
use
Workplace vs living
?

50. 1994: Website?
2012: Facebook page?
2014: Mobile app?

53. E-commerce is more than
SEO, SEA, Direct
entry, conversion, metrics…

57. You need an audience

58. The average e-mail db in Belgium is below 100,000...
We tend to preach to an empty stadium.
BELGIUM USAGOOD BALANCE

59. If you don’t speak to your audience and don’t
listen to what they say, why would they buy you?
Or replace you with a cheaper alternative?

60. 1/5 wants to
get promotions

61. You’ll need ads!

63. Open graph 2
Collect data
Personalise =
relevancy
Connect & share
Human terms…

65. http://www.360i.com/work/oreo-daily-twist/

67. Gamification of data

68. http://projects.nytimes.com/census/2010/explorer

69. Recommendations

70. Start now!

71. ! Hype cycle!
Mobile, social is just a channel

72. We need
Mad men
Mad scientists

73. Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be
HANS SMELLINCKX
Innovation
20 years experience
Sales & Marketing
Social Marketing Forum
®Evolution
Social Media
E-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile Marketing
Metrics, KPI’s & dashboardingBlogger
CRM
Branding & Reach
TEDx FlandersConsultant
Direct Marketing

74. Some of My References
www.onlinemarketingmanager.be