Course that I gave at PXL Limburg, Belgium about Digital Marketing Strategy.

1. Dear Marketer
BRING THE
LOVE BACK
Marketing

2. Brands need to engage

3. Bisnode
Selligent
Robert Half International
Thomas Cook Belgium
Social Marketing Forum
20 years experience
Innovation & Marketing Projects
®Evolution
HANS SMELLINCKX
Founder
Multi-channel Marketing
Social Media
E-mail Marketing
CRM
Digital Marketing
Mobile Marketing
Blogger
Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be

4. Cases included

7. Beyond pretty pictures

8. Beyond sexyness

9. Money

11. Business like we knew it

12. BRING THE
LOVE BACK
In Marketing

13. Challenging
landscape
Industry
Market
Consumer

14. Omni
Multi-channel Marketing

15. ®Evolution

16. Beyond a
10 AM to 6 PM
mentality

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

19. 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

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

22. Humans
changed
Source: Insites Consulting

23. 3%

24. Travel.be
25%

26. Actions Taken As a Result of a Looking for Local Information on a mobile:

28. Ik weet wat
ik wil
online
Toeval
offline
Ik heb
begeleiding
nodig
offline
offline
online

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

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

31. Dumbphoning

33. Second screen

35. What is a brand?
Not a logo
Not a typeface
Not a tagline

36. A brand is what
people think it is!

37. Brands = change

38. Source: Philips Innovation Team

39. The brand
Symphony
from
Philips

40. Customer journey

42. Connecting
the dots

43. Multi-device

46. Goal

47. Goal

48. Strategy
1.What’s your goal
2.Create a strategic omni-channel
Marketing plan
3.Social media policy & escallation
procedure
4.Listen & research
5.Engage (advertise, post, etc)
6.Build (every step is a next level)
7.Freak out
8.Evaluate, fin-tune and go back to step 2

49. Fail Fast

50. Marketing is never adhoc

51. Share your passion

54. x
“LEADS”
Low
Medium
Hot
Website client
Landing page(s)
E-mail
DM process
Web & iDTV
Call center
Automatic process
Follow - up

55. The channels

56. The facts
6 Twitter
accounts
30
Facebook
pages
2
Youtube
channels
3
Google+
accounts
3
Pinterest
accounts
+300,000 fans
2,000 followers
1 full time FTE

57. The facts
+30 DM
Campaigns
Segmented
websites
+500
CRM
users
Abandon
cart
Segmentation
& RFM
model
More than 4
million
Belgians in our
DB

58. Every campaign

61. Focus

62. Facebook for branding
Offers
Engage
Regularly posts about offers,
Use polls and questions to get a
pleople are a fan because they better feeling with your market
want to receive promotions! Be and target audience
active to activate the active
sharing.
Info
Advertise
Share content and your history. Increase you database by using
the advertising methods
Also informing people who is
behind the facebook page,
make it human

63. Linkedin for recruits
Jobs
Use it as a lead generation
platform for good candidates.
Linkedin should be a central tool
for your recruitment strategy
Engage
Get a feeling out of your B2B
market
Info
Share information to travel
agents. B2B communication
Advertise
Use the possibilities of a pro
account.

64. Youtube for visual harvesting
Content hosting
Engage
Host your commercial oriented
movies on 1 platform
Youtube allows you to create
interaction videos. Remember
the Tipex video?
SEO
Advertise
Tag your content with links and
tags, so it is reachable through Advertise in similar videos and
search as well.
may be you’ll pop-up in the
ones of your competition

65. Twitter for customer service & journalism
Customer service
Twitter can be a quick platform
to detect problems on
destination
journalism
Distribute your content to
twitter first. Twitter’s population
is overcrowded with journalists
and news is being made on
twitter.

66. Google+ for seo
Offers
Engage
Same strategy as Facebook
Cf facebook
Info
Adverteer
Cf. Facebook.
Cf facebook
SEO

67. What about….
18
1
7
1

68. DATA CLUTTER
BIG
DATA

70. Connect the dots

71. It’s not a sprint!

72. It’s a marathon!

75. Visualise it!

77. You’ve some
time…

78. First signs of the future

79. We need
Mad men
Mad scientists

80. TEDx Flanders Thomas Cook Belgium
Social Marketing Forum
20 years experience
Innovation & Marketing Projects
®Evolution
HANS SMELLINCKX
Founder
Multi-channel Marketing
Social Media
E-mail Marketing
CRM
Digital Marketing
Mobile Marketing
Blogger
Metrics, KPI’s & dashboarding
Branding & Reach
Twitter.com/hanssmellinckx
www.onlinemarketingmanager.be

81. Some of My References