Presentation at Digital Marketing First #DMF2013 The Road towards Customer Engagement at De Lijn with MS Dynamics CRM and Selligent Interactive Marketing

1. www.realdolmen.com
THE ROAD TOWARDS
CUSTOMER ENGAGEMENT
At De Lijn
DIGITAL MARKETING FIRST
#DMF2013

2. Maarten Bekaert
RealDolmen
CRM Consultant
‘Technology Marketing’
Previous:
Cantab / Velocitas / HP – Lead Manager GWE
maarten.bekaert@realdolmen.com
DIGITAL MARKETING FIRST
#DMF2013

3. THERE IS NOTHING PERMANENT,
EXCEPT
CHANGE
- Heraclitus
DIGITAL MARKETING FIRST
#DMF2013

4. MARKETING
IS CHANGING TOO. . .

5. Content
contact
is
King

6. ME
ME
ME!
all about me

7. The
Customer
Journey

8. Unstructured
Unpredictable
Individual
Crosschannel

9. Marketing
at De Lijn

10. De Lijn
Vlaanderen
Antwerpen
Limburg
Oost-Vlaanderen
Vlaams-Brabant
West-Vlaanderen
• Above the line marketing
• Local campaigns
• Limited e-mail
• Dispersed marketing tools
• No segmentation
• Re-inventing the wheel
DIGITAL MARKETING FIRST
#DMF2013

11. Set out your route
Personalized marketing
Preference based marketing
Align central & local campaigns
Share knowledge

12. First stop

13. ig
data

14. CDI
Customer
Data
Information

15. Second stop
+

16. +
Marketing resource management
Marketing automation
Budget & Planning
Campaign management
Contact preferences
Conversation marketing
Interactive marketing

17. START
Opt-in campaign
gather email adresses
DIGITAL MARKETING FIRST
#DMF2013
Landing page
Multi page webform

23. next?
coming
DIGITAL MARKETING FIRST
#DMF2013

24. Personalized marketing
Travel route info
Subscriber retention
DIGITAL MARKETING FIRST
#DMF2013

25. Drive up digital interactions…
New campaigns
… but not all the way
New website
Integrate mobile apps?
…
DIGITAL MARKETING FIRST
#DMF2013

26. DIGITAL MARKETING FIRST
#DMF2013

27. For more information:
visit our website WWW.REALDOLMEN.COM/CRMbyTraviata
For more information:
visit the website www.selligent.com