Omnichannel marketing at KU Leuven

1. Online Marketing

2. 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

3. Some of My References
www.onlinemarketingmanager.be

4. Online marketing is
Social media
SEO
Website
Mobile environment
E-mail marketing
Metrics, KPIs & dashboards

5. Online Marketing
is
dead

7. 10%

8. Multi-channel Marketing
Omni

10. 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.

11. Evolution
®

12. Evolution

13. Beyond a
10 AM to 6 PM
mentality

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

15. The Future
Today

17. BELGIUM : 0
Innovation in the
Belgian Travel market

18. Why digital matters

23. Social media
In Belgium

27. The mobile consumer

28. DIY consumer

29. From boring to…

32. 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

33. Internal
ref.
External
ref.
Ticket
price
Millions of
records

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

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

38. Perfection
Does not exist

39. Perfection
is better than…

40. TIME

41. PEOPLE

42. Challenges

43. girl
20y
student
Brussels
Sc 2

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

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

47. 1994: Website?

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

57. Social & owned strategy wave
Listen
Strategy
Build
Spread
Spread
Build

58. How to generate 1 million €

59. You need an audience

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

61. Belgium: top 10 brands
Where are the real Belgian brands? (media)

62. 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?

63. 1/5 wants to
get promotions

64. Gather an audience

65. You’ll need ads!

69. Open graph 2
Collect data
Personalise =
relevancy
Connect & share

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

76. www.lithium.com

77. People talk about you…

78. Monitoring tools
http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/

80. Visualise it!

81. Visualise it!

82. Visualise it!

83. WTF!

84. Gamification of data