www.realdolmen.com

THE ROAD TOWARDS

CUSTOMER ENGAGEMENT

DIGITAL MARKETING FIRST

#DMF2013

At De Lijn

Maarten Bekaert

RealDolmen

CRM Consultant‘Technology Marketing’

Previous:Cantab / Velocitas / HP – Lead Manager GWE

maarten.bekaert@realdolmen.com

DIGITAL MARKETING FIRST

#DMF2013

THERE IS NOTHING PERMANENT, EXCEPT

- Heracl itus

C H A N G E

DIGITAL MARKETING FIRST

#DMF2013

IS CHANGING TOO. . .

MARKETING

contactContent

King

is

all about me

ME

ME

ME!

The Customer

J o u r n ey

Unstructured

Unpredictable

Individual

Cross channel

Marketing

at De Lijn

De Lijn

Vlaanderen

Antwerpen Limburg Oost-Vlaanderen Vlaams-Brabant West-Vlaanderen

• Above the line marketing

• Limited e-mail

• No segmentation

• Local campaigns

• Dispersed marketing tools

• Re-inventing the wheel

DIGITAL MARKETING FIRST

#DMF2013

Set out your route

Personalized marketing

Preference based marketing

Share knowledge

Align central & local campaigns

First stop

igdata

CDICustomer

DataInformation

Second stop

+

Marketing automation

Campaign management

Conversation marketing

Marketing resource management

Budget & Planning

Contact preferences

Interactive marketing

+

START

Opt-in campaigngather email adresses

Landing page

Multi page webform

DIGITAL MARKETING FIRST

#DMF2013

comingnext?

DIGITAL MARKETING FIRST

#DMF2013

Personalized marketing

Travel route info

Subscriber retention

DIGITAL MARKETING FIRST

#DMF2013

Drive up digital interactions…

… but not all the wayNew campaigns

New website

Integrate mobile apps?

…

DIGITAL MARKETING FIRST

#DMF2013

DIGITAL MARKETING FIRST

#DMF2013

For more information:

visit our website WWW.REALDOLMEN.COM/CRMbyTraviata

For more information:

visit the website www.selligent.com