Omnichannel at KU Leuven
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Online Marketing
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Twitter.com/hanssmellinckxwww.onlinemarketingmanager.be
HANS SMELLINCKXInnovation
20 years experience
Sales & Marketing
Social Marketing Forum
®Evolution
Social MediaE-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile MarketingMetrics, KPI’s & dashboardingBlogger
CRM
Branding & Reach
TEDx FlandersConsultant
Direct Marketing
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Some of My References
www.onlinemarketingmanager.be
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Online marketing is
Social media
SEO
Website
Mobile environment
E-mail marketing
Metrics, KPIs & dashboards
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Online Marketingis
dead
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Multi-
Channel
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10%
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Multi-channel MarketingOmni
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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.
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Evolution®
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Evolution
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Beyond a 10 AM to 6 PM mentality
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Omni-channel
websiteMobile website App
Social media
Out of home
Direct MarketingCall center
Retail
E-mail marketing
SEO & SEA POS communication
Employees YOU
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The Future
Today
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BELGIUM : 0
Innovation in the Belgian Travel market
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Why digital matters
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Social media
In Belgium
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The mobile consumer
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DIY consumer
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From boring to…
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Own dataShop data3rd party dataClick behaviour websitesClick behaviour newslettersE-commerce dataBrochure pick-up
UpsellWelcome backSatisfaction surveyBooking satisfactionFacebook dataMobile data
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Internal ref.
External ref.
Ticket price
Millions of records
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Cash registry
Family card
Personalised
catalogues
More info = contact Yourzine.nl
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Data wareho
use(selectiv
e set)
Predictive
modelling
Pro-active marketing
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PerfectionDoes not exist
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Perfectionis better than…
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TIME
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PEOPLE
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Challenges
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girl
20y
student
Brussels
Sc 2
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Hobby
Interests
Pets
Living together
Still living at home
shopaholic
?
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Data connection
Mobile savy
E-commerce
Real-time mobile use
Workplace vs living
?
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Big Data
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1994: Website?
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E-commerce is more than SEO, SEA, Direct entry, conversion, metrics…
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Creativity
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Visualisatio
n
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Visualisatio
n
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&
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Social & owned strategy wave
Phase 1
Phase
2
Phase
3
ListenStrategy
Build
SpreadSpread
BuildSales
Leadsaudie
nce
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How to generate 1 million €
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You need an audience
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The average e-mail db in Belgium is below 100,000... We tend to preach to an empty
stadium.
BELGIUM USAGOOD BALANCE
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Belgium: top 10 brands
Where are the real Belgian brands? (media)
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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?
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1/5 wants to get promotions
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Gather an audience
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You’ll need ads!
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Open graph 2
Collect data
Personalise = relevancy
Connect & share
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http://www.360i.com/work/oreo-daily-twist/
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People talk about you…
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Monitoring tools
http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/
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Visualise it!
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Visualise it!
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Visualise it!
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WTF!
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Gamification of data
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