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Omnichannel Marketing by Christian Daems from Faces of Content
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Omnichannel Marketing
Seminar
Christian Daems - Managing Consultant - Faces of Content – www.facesofcontent.com
christian@facesofcontent.com - +32 477 31 52 89
www.linkedin.com/in/christiandaems - @christiandaems @facesofcontent
www.facebook.com/facesofcontent
Praktische zaken
1. Smartphones en andere devices op silent zetten
2. #beomnichannel
3. Wifi
4. Vragenformulier voor Q&A
5. Vragenformulier invullen
6. Netwerken
Agenda
09.15u – 09.45u: Ontvangst
09.45u – 10.00u: Opening door Christian Daems: Relevance in Omnichannel Marketing
10.00u – 10.30u: Sven De Clercq, e-Commerce Manager bij NMBS Europe: Omnichannel Customer
Journeys
10.30u – 11.00u: John Lindsay, Addemar, A/B en Multi-Variate Testing en hoe deze in te zetten in een
omnichannel wereld
11.00u – 11.30u: Tomas Liefooghe, Marketing Data Management Team Manager Bij Colruyt Group:
Omnichannel Best Practices
11.30u – 12.00u: Wim Griffioen, Associate bij Qhuba en betrokken bij Shopping 2020: Resultaten van
de PIM/Omnichannel enquête
12.00u – 13.00u: Middagpauze met broodjeslunch en netwerkgelegenheid
Agenda
13.00u – 13.30u: Sebastian E. Hoelzl, Director Marketing Strategy bij Silverpop/IBM: How to drive
engagement and revenue growth through understanding behaviours
13.30u – 14.00u: Werner Bruyns, Manager België bij CoolBlue: Omnichannel Klantentevredenheid
14.00u – 14.30u: Jos Schreurs, Program Manager bij Office Depot: Omnichannel: Information
Management is King!
14.30u – 15.00u: Pauze
15.00u – 15.30u: Jan Vanthienen, Marketing Expert bij Addemar: Hoe 3 keer meer resultaat met je
emails?
15.30u – 16.00u: Kees Jacobs, Digital Proposition Lead bij Capgemini: ‘Digital Shopper Relevancy’
16.00u – 16.30u: Siegert Dierickx, Digital Analytics Lead bij Multiminds: Marketing Automation
through Tag Management at Unigro
16.30u – …: Afsluitmoment, Q&A, Receptie
Omnichannel Marketing
Omnichannel Marketing =crosschannel+multichannel
marketing but in a seamless and relevantapproach to allow consistent
consumer experiencethrough all available channels, from mobile devices, computers, brick-and-
mortar, television, radio, direct mail, catalog, digital tv and so on.
Introducing the mobile mind shift
Tablet vs. Smartphone usage
Tablet vs. Smartphone usage
Omnichannel
Omnichannel
Omnichannel
A. Zimmerman, A. Lorenz, R. Oppermann (Fraunhofer Institute for Applied Information)
Omnichannel
We are vendor-neutral and
integrator-independent.
We deliver tool-agnostic consultancy.
• Strategic advice - Quick scans
• Analysis (requirements & functional analysis)
• Request for information (RFI) & Request for Proposal (RFP) aid & writing
• Selection assistance & guidance
• Project management
• Programme Management
• Content Management Strategies & Consultancy
• Content Marketing Consultancy
• Framework & concepts
• Business & Technical Architectures - Solution Design - Information Architecture
• Event speaker
Our consultancy services:
Web Content Management (WCMS)
eCommerce Systems
Digital Asset Management Systems (DAM)
Product Information Systems (PIM)
Master Data Management (MDM)
Enterprise Marketing Management (EMM)
Marketing Resource Management (MRM)
Persuasive Marketing
Enterprise Search
Search Engine Marketing and related issues
Omni-Channel strategies
Email marketing & Best Practices
Web 2.0
Conversion Marketing & Strategies
Other online marketing techniques (DM, Transpromo, ...)
Web Analytics
Personalisation / Segmentation
Usability
CRM
Sales Force Automation (SFA)
Marketing Automation
...
Our expertise
Neutral and supplier independent advice on:
STRATEGY LEADS TO PROJECTS
Strategy
• Define
• Align businesses
• Set long term goals
Programme Management
• Phased approach
• Need for Governance
• Alignment with benefits
& costs wrt. prios
Project A Project C Project DProject B• Define High
level projects
Serviceable Integration • The glue
Why do we see such programmes arising in the market?
• Extra revenue/profit:
• Cross selling / upselling
• Relevant & Contextual selling
• Business development/new markets/new customers
• Optimize customer retention
• Increase average customer revenues
• Cost efficency:
• Automatisation
• Effectiviness of campaigns (increase/optimize)
• Event-driven marketing
• Lifestage-driven marketing
• Other:
• Future readiness / future proof
• Customer satisfaction
• Customer retention
• Customer interaction (feedback etc.)
• Customer centric approach (cockpit views)
PERSONALISING
SEGMENTATION
CAMPAIGNING
PLANNING
KNOWN
CUSTOMER
UNKNOWN
CUSTOMER
Surfing
Behaviour
Web Analytics
Email Analytics
Behaviour
MASTER DATA & INTELLIGENCE
WEBSITE
Email, Twitter, ...
Chat, skype, webcam, ...
FAQ - Self Service
Phone/fax
SMS
behaviour
Web
Management
Marketing
Publishing
Personalised
PublishingDIGITAL PRINT
Customer Intelligence & Profiling
Customer
Relationship
Management
Omni
Channel
Campaign
Management
(CCCM)
Marketing
Resource
Management
(MRM)
Enterprise
Marketing
Management
(EMM)
Mobile/Apps
Management MOBILE
PUBLISHING
BLOCKS
E-COMMERCEeCommerce
OMNICHANNEL MARKETING BUSINESS ARCHITECTURE
Narrowcasting DIGITAL SIGNAGE
Offline Shopping
Behaviour
Social Media
PublishingSOCIAL MEDIA Social Media
Analytics
Customer
Service
Customer
Sales Force
Automation
Location Intelligence
Location Points
Management
Location
POS
Management
Supplier Intelligence
Supplier
Management
Supplier
Contract
Management
Supplier Data
& Datapools
Co
mp
eti
tor
Inte
llig
en
ce
Product & Assortment Intelligence & Profiling
Product Info-
mation Mngt
Product & Brand
Product Life-
Cycle Mngt
Assortment
Management
Digital Asset
Management
Governance &
Quality
Governance
Governance
Governance
Marketing
Data Mngt
Shop Behaviour
Heatmapping
Feed back into datawarehouse
Stad Leuven
Also have been involved in projects at: KBC Bank, Tenneco Automotive, Jaga, Calodar, Van Marcke, Desco, Bridgestone
Firestone, Makro, BP, J&J, Arcelor Mittal
VDAB, FOREM, VTM, YLE, DR, KMKG, Nitto Denko, Solutia, MTS, Sara Lee, ...
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