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Omni-channel Marketing Travel Industry

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Keynote at the CLIA day at Communicatie Huis (Corelio) about Omni-channel marketing in the travel industry

Published in: Marketing, Business
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Omni-channel Marketing Travel Industry

  1. 1. Digital Marketing T R AV E L I N D U S T RY
  2. 2. Interaction!
  3. 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. 4. Some of My References www.onlinemarketingmanager.be
  5. 5. Freak out!
  6. 6. Belgian Travel industry
  7. 7. 10%
  8. 8. Multi-channel Marketing Omni
  9. 9. 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.
  10. 10. Evolution ®
  11. 11. Evolution
  12. 12. Mobile = key
  13. 13. db= key
  14. 14. Beyond a 10 AM to 6 PM mentality
  15. 15. Omni-channel website Mobile website App Social media Out of home Direct MarketingCall center Retail E-mail marketing SEO & SEA POS communication Employees YOU
  16. 16. The Future Today
  17. 17. BELGIUM : 0 Innovation in the Belgian Travel market
  18. 18. Why?
  19. 19. Social media In Belgium
  20. 20. Not the walhalla
  21. 21. The mobile consumer
  22. 22. DIY consumer
  23. 23. From boring to…
  24. 24. 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
  25. 25. Cash registry Family card Personalised catalogues More info = contact Yourzine.nl
  26. 26. Data warehouse (selective set) Predictive modelling Pro-active marketing
  27. 27. Perfection Does not exist
  28. 28. Perfection is better than…
  29. 29. TIME
  30. 30. PEOPLE
  31. 31. Challenges
  32. 32. girl 20y student Brussels Sc 2
  33. 33. Hobby Interests Pets Living together Still living at home shopaholic ?
  34. 34. Data connection Mobile savy E-commerce Real-time mobile use Workplace vs living ?
  35. 35. 1994: Website? 2012: Facebook page? 2014: Mobile app?
  36. 36. E-commerce is more than SEO, SEA, Direct entry, conversion, metrics…
  37. 37. You need an audience
  38. 38. The average e-mail db in Belgium is below 100,000... We tend to preach to an empty stadium. BELGIUM USAGOOD BALANCE
  39. 39. 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?
  40. 40. 1/5 wants to get promotions
  41. 41. You’ll need ads!
  42. 42. Open graph 2 Collect data Personalise = relevancy Connect & share Human terms…
  43. 43. http://www.360i.com/work/oreo-daily-twist/
  44. 44. Gamification of data
  45. 45. http://projects.nytimes.com/census/2010/explorer
  46. 46. Recommendations
  47. 47. Start now!
  48. 48. ! Hype cycle! Mobile, social is just a channel
  49. 49. We need Mad men Mad scientists
  50. 50. 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
  51. 51. Some of My References www.onlinemarketingmanager.be

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