Claudine Knop – DBM
Human first, from story telling to story doing
Creating a human relationship with your
customer goes further then pretending being customer centric. It is about sharing and respecting ethics
& values, and acting according to it.
It’s about taking our customer on a journey
towards the end goal… Humanising Marketing.
Claudine Knop will share her belief and vision on Human driven marketing. On how a ‘Human Based Culture’impacts your organisation, its customers and partners. And contributes to good profit.
She will enrich her presentation with some inspiring examples of how she implements these principles already today.
Geert Somers – Time.lex & Stefan Van Camp - Time.lex
Legal considerations when humanising your marketing
Time.lex will give an overview of the most pertinent ‘frequently asked questions’ encountered by organisations concerning the humanizing of their marketing practice.
The following questions will be answered, both from a juridical as from a practical point of view:
- Profiling your customer to send personalised marketing.
- Analysing big data to understand and target your customers.
- Storing information about your customers (in cloud).
- How far can you go to follow and analyse personal characteristics of your (potential) customers?
- Beyond cookies, tracking with ID’s, e.g. Facebook ID
- Tracking through geolocalisation
- Can you scrape data from social media?
- Can you monitor chat sessions on a sales platform?
- Are you transparent enough towards your customers?
- Do you have adequate protection measures in place?
- How do you deal with requests to delete or correct information?
- Using values and ethical claims or emotions to advertise your products and services.
- Paying for the promotion of your products or services on social media.
- Do you know when your marketing message may be considered misleading by law?
- Is it legal to call upon famous people to make it look like they personally use your products?
- Can you pay someone for positive online reviews?
- Can you make use of hidden marketing techniques?
- Do you have a policy in place to cover this?
- Do you know to what extent you can rely on viral marketing?
- Trying to obtain information on your competitors through your customers
- Having your employees promote your brand online.
- Having your customers promote your brand.
These and several
other questions will be answered. Time.lex wants to make its session a very
interactive one, so please feel free to ask questions during the presentation.
Louis Schoofs – Consensio & Steven Vanhoegaerden – Tende
Human communication: born form good business, focussing heart on your ambassadors
Tende, a renowned player in curtains and blinds will present together with Consensio how embracing ‘good business’ brought them sustainable success in as well their B2B (architects) as their B2C (interior – high segment) markets.
‘Good business’ arises in those companies where good leadership, good value and a good place to work blend together.
‘Good business’ presumes making clear choices, for your own business model, for your own values, for your own market segment, for your own individual clients. It starts with your companies’ DNA and links with the DNA of your clients.
‘Good business’ focusses on results, but has a heart for the customer experience.
‘Good businesses’ communication is by default different, very real & experience-based, and triggers ambassadors who will further promote your brand.
The tende case will make all of these the above concepts tangible and will show you step-by- step how your own company can start doing ‘good business’.
Laurent Baert – Carrefour
In the Heart of Marketing
The question every brand should ask itself is: “How to get to the center of your customers’ interests, without doing so in an intrusive manner?”
The proof is in the pudding: every client reacting spontaneously to our message acts that way because we ‘touched’ him or her, whether in an emotional or rational way, because we humanized our message.
Showing the necessary empathy through real messages is the key to these ‘encounters of the third type’.
This presentation will show you how to ‘humanize’ a campaign without entering the beaten tracks, how to be present without being seen, how to be in the center of your customers’ interests without giving him or her the feeling that we track them.
The challenge is to remain straightforward & real, and to identify with each and every individual on the basis of their singularity.
Communication as a Service – or how digitalisation becomes more human than ever
Communication as a Service is a concept striving to a level of relevance in marketing communication where the receiver no longer sees that communication as advertising, but as a service. It is a story about love for customers, omni-channel data driven marketing and extensive marketing automation, where computers and algorithms mimic human behaviour and aim at a level of humanization that is not expected from machines. It’s a story about movies, but relevant for all industries and presented before at Vlerick, eTrade Summit, Mobile Marketing Convention Brussels, Digital Marketing First, eCommerce Summit, Cinemacon (Las Vegas) and a series of other seminars and business events.
Social media, the human
way to stay in touch with the citizen
A human relationship with the citizen is about sharing ethics & values with the audience to enhance the respect of human rights and liberty.
Assita Kanko will explain the impact of her use of social media. She will bring some inspiring examples of how social media impacted her life as an author and politician.
