EVOLUTION® DIGITAL
Travel & leisure industry
Keynote presentation at
Always on…
• Digital Marketing Manager Thomas Cook Belgium• Founder Social Marketing Forum• Chairman e-mail mkt taskforce IAB Belgium• Blogger @ belgiancowboys.be, molblog.nl ,
onlinemarketingmanager.be
Co-author of:
Always on…
Always on…
twitter.com/hanssmellinckx
facebook.com/smellinckx
www.onlinemarketingmanager.be
Always on…
Brands need to go to the consumer and stop thinking they will come to you!
The era of socialnomics!
http://www.youtube.com/user/Socialnomics09#p/u/3/lFZ0z5Fm-Ng
Don’t ignore the facts
Source:Social media tracker - 2010
Don’t ignore the facts
Source:IAB Belgium- 2010
Don’t ignore the facts
Source:IAB Belgium- 2010
Facebook in Belgium
Place
24
Facebook in Belgium
Battle 1
Self organiser >< organised travelling
Battle 1
Self organiser >< organised travelling
70%70% 30%30%
The consumer changed
The old recipe:
Buyer travel agent sell
happy traveller
No more straight line
It doesn’t stop with the trip
It doesn’t stop with the trip
http://www.youtube.com/watch?v=K6cwIy3pWMQ
The new traveller
The new traveller Internet allows you to compare
Internet allows you to get the best price
Internet allows you to regroup
mobile allows you the same, but … anywhere at any time
You changed !
Mobile coupon & ticketing
You changed !
A visual connected world
You changed !
Already old… video http://www.youtube.com/watch?v=6HDoRchR6Sg
You changed !
Already old… video http://www.youtube.com/watch?v=T9gH_awoyxo
You changed !
The mobile city guidehttp://www.youtube.com/watch?v=H9fwHV6go-E
You changed !
The mobile city guide: London
http://www.youtube.com/watch?v=LM6Ysv4YLjk
You changed !
The mobile city guide: so far only 1 way
information streams, or are there alternatives?
You changed !
Your personal travel guide
http://www.youtube.com/watch?v=LeCtad5BplQ
Let’s change the season
Let’s look at the winter
The future now
Web: augmented reality
http://www.youtube.com/watch?v=EtpNx7Y14d0
The future now
Finding the right slopes
http://www.youtube.com/watch?v=vQ2UFoxBvJ0
The future now
Technology allows brands to give instant
full experiences
The future now
The full experiencehttp://www.youtube.com/watch?v=2Zfu3kIVOQw
The consumer is in control
Brand = dialogue
The consumer is in control
Brand = dialogue
The consumer is in control
Brand = dialogue
EVOLUTION® DIGITAL
Did you notice something about the examples?
Almost no Tour operator driven examples! Time to start!
Did you notice something about the examples?
Almost no Tour operator driven examples! Time to start!
And than there is…And than there is…
http://www.youtube.com/watch?v=UB606VwC-ik
EVOLUTION® DIGITAL
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