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Tim Peter Thinks

Tim Peter

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April 23, 2017

9 Posts Highlighting Hospitality Digital Marketing Trends: Hospitality Marketing Link Digest

April 23, 2017 | By | No Comments

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9 Posts Highlighting Hospitality Digital Marketing Trends: Hospitality Marketing Link Digest

Hey, Big Thinkers! We’re skipping any big setup today and just getting you right to these 9 posts highlighting hospitality digital marketing trends. Enjoy:

  1. Sojern and Google collaborated on “3 of the Fastest Rising Hotel Trends.” Really good list.
  2. Siteminder outlined “8 Key Reasons Why the Search Landscape Is Shifting for Hotels.” Don’t miss ’em.
  3. Keeping up with all these changes can be tough. That’s why we asked, when it comes to “Hospitality Digital Marketing and Distribution: Is it Time to Give Up?”
  4. Did you miss these “7 Sensational Posts for Hospitality Marketers” from the Hospitality Marketing Link Digest series? Well, now’s your chance to give them another look.
  5. Another outstanding entry from the Hospitality Marketing Link Digest series rounded-up “8 Posts Highlighting the Growth of Mobile in Travel Marketing” that you won’t want to miss.
  6. Changing gears, Tnooz has a report that shows “EU Regulators Find Two-Thirds of Travel Websites Are Misleading Consumers” when it comes to pricing and availability. seems like a pretty big deal, no?
  7. Another big deal? Airbnb, as you no doubt already know. So be sure to check out these “5 Airbnb, Distribution, and Digital Dispatches” for help on how to manage its influence in your market.
  8. TrustYou collected a bunch of additional “Online Booking Trends: Understanding Traveler Behavior” in a handy infographic for you.
  9. And, finally, we’re going to round-out this week’s look at 9 posts highlighting hospitality digital marketing trends with one last Hospitality Marketing Link Digest for you, this one a collection of “8 Outstanding Hospitality Marketing Posts Focused on Guest Experience.”

If you’re looking for even more hospitality marketing goodness, you might also want to take a moment to review the slides from Tim’s recent seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your hotel, including:

Tim Peter

By

April 21, 2017

AI, VR, and CX: 7 Top Posts About This Week’s Top Trends: E-commerce Link Digest

April 21, 2017 | By | No Comments

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AI, VR, and CX: 7 Top Posts About This Week's Top Trends: E-commerce Link Digest

Howdy, Big Thinkers! Hope you’ve had an amazing week. Lots of cool stuff to talk about. How about we get straight to the links with this look at AI, VR, and CX: 7 top posts about this week’s top trends. Enjoy:

  1. Leading off, Brand Quarterly has a great piece about “Digital Is More Than Skin Deep: The Three Pillars Of Success.”
  2. We took a look at “Voice, VR, AR, and AI: Hype or Hope for Marketers?” that’s well worth your time.
  3. VR and augmented reality (AR) are getting their due this week given the attention they received at Facebook’s F8 conference. The New York Times says that Mark Zuckerberg Sees Augmented Reality Ecosystem in Facebook while Econsultancy peeks into the future to help explain “What Facebook’s New VR and AR Platforms Mean for Marketers.” Good stuff.
  4. On a related note, Ben Thompson on Stratechery wrote about “The Arrival of Artificial Intelligence” and what it might mean for businesses going forward.
  5. One place AI will play a key role is helping Google and Facebook identify quality content to share with their/our customers. So you’ll want to check out this collection of “11 Excellent Posts Connecting Mobile, Content, and Customer Experience.”
  6. While we’re on the topic, don’t miss this episode of Thinks Out Loud — our e-commerce and digital strategy podcast — that explains why “Content is King, Customer Experience is Queen.”
  7. Continuing that theme, Econsultancy looked at “How Target, Birchbox and Sainsbury’s Ensure Customer Experience Is King.” Again, I’d argue for content on the king’s throne sitting side-by-side with customer experience (the queen), but that’s likely a semantic point so we can let it slide. Be sure to check out the post in either case, OK?
  8. Finally, let’s wrap-up up this week’s list of AI, VR, and CX: 7 top posts about this week’s top trends with another Thinks Out Loud episode that focuses on the queen: “Customer Experience is Queen? What Does That Mean?”

If you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

Finally, you might enjoy some of these past posts from Thinks to help you build your e-commerce strategy and your digital success:

Tim Peter

By

April 18, 2017

Digital Marketing Directions 2017: The Key Digital Marketing Trends Driving Your Business

April 18, 2017 | By | No Comments

Tim Peter presents key digital marketing trends driving business this yearI had the pleasure of speaking with the AMA NJ Executive Circle the other day about the key digital marketing trends driving business this year. You might enjoy seeing the slides, which you can find right here:

If you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

Finally, you might enjoy some of these past posts from Thinks to help you build your e-commerce strategy and your digital success:

Tim Peter

By

April 13, 2017

Customer Experience: Are We All United? (Thinks Out Loud Episode 191)

April 13, 2017 | By | No Comments

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Customer Experience: Are We All United? (Thinks Out Loud Episode 191)

Are We All United? (Thinks Out Loud Episode 191) – Headlines and Show Notes

Subscribe to Thinks Out Loud

Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using a Heil PR-40 Dynamic Studio Recording Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 13m 24s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], the Google Play Store, via our dedicated podcast RSS feed )(or sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player at the top of this page.

Tim Peter

By

March 31, 2017

10 Digital Marketing Insights Not to Be Missed: E-commerce Link Digest

March 31, 2017 | By | No Comments

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10 digital marketing insights not to be missed

¡Hola, Big Thinkers! Hope you’ve had an amazing week. How about we wrap it up for you with this equally amazing list of 10 digital marketing insights not to be missed. Enjoy:

  1. Technology plays a huge role in driving customer behavior shifts. And that’s why this list from Brand Quarterly of “3 Technologies Not To Be Underestimated By Marketers” is well worth checking out.
  2. On a very related note, J. Walter Thompson (which, I have to say, is my all-time favorite agency name; it’s so “Mad Men”), has an amazing list of “The Future 100: Trends and Change in 2017” you’ve got to see.
  3. Continuing that theme, Bloomberg reports on “Apple’s Next Big Thing: Augmented Reality.” We’re pretty bullish on augmented reality (AR) around here and Bloomberg’s piece helps illustrate why.
  4. Hey, speaking of AR, Information Age explains “How Augmented Reality Is Transforming E-commerce” that’s worth a read.
  5. Of course, not all tech is useful for marketing. A recent episode of Thinks Out Loud, our e-commerce and digital strategy podcast, asked “Voice, VR, AR, and AI: Hype or Hope for Marketers?”
  6. Of course, all this technology really should just help us engage with customers more effectively, right? That’s what makes Social Media Today’s look at “6 Digital Marketing Strategies to Help Improve Customer Engagement” so worthwhile.
  7. In highly-related news, another great Brand Quarterly post explains why “Brand Strategy At The Point Of Sale Doesn’t Have To Be Hard.”
  8. And keeping that theme going, we’ve got some more great customer experience posts for you starting with another fantastic Thinks Out Loud episode that asks “Customer Experience is Queen? What Does That Mean?” as well as this list of “11 Excellent Posts Connecting Mobile, Content, and Customer Experience” from the E-commerce Link Digest series.
  9. You certainly won’t want to miss this post that reveals “The Single Most Effective Way to Improve Your Brand’s Digital Marketing.”
  10. And, finally, we’d recommend “Improving Customer Experience in 2017: The Conference Board’s 13th Annual CX Conference” to round-out this amazing list of 10 digital marketing insights not to be missed.

If you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

Finally, you might enjoy some of these past posts from Thinks to help you build your e-commerce strategy and your digital success:

Tim Peter

By

March 29, 2017

Customer Experience is Queen? What Does That Mean? (Thinks Out Loud Episode 190)

March 29, 2017 | By | No Comments

Looking to drive results for your business? Click here to learn more.


Customer Experience is Queen? What Does That Mean? (Thinks Out Loud Episode 190)

Customer Experience is Queen? What Does That Mean? (Thinks Out Loud Episode 190) – Headlines and Show Notes

Subscribe to Thinks Out Loud

Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using an Shure SM57 microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 11m 20s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], the Google Play Store, via our dedicated podcast RSS feed )(or sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player at the top of this page.

Tim Peter

By

March 28, 2017

7 Sensational Posts for Hospitality Marketers: Hospitality Marketing Link Digest

March 28, 2017 | By | No Comments

Looking to drive results for your business? Click here to learn more.


7 Sensational Posts for Hospitality Marketers: Hospitality Marketing Link Digest

Howdy, Big Thinkers! We’re skipping any big setup today and just getting you right to these 7 sensational posts for hospitality marketers. Enjoy:

  1. TechCrunch reports that “Airbnb Pledges Not to Replace Human Community With AI.” Given the importance of people to the overall guest experience, that direction makes a ton of sense.
  2. For more on Airbnb, you’ll probably want to check out these pieces that ask “What Business Is Airbnb In? Hotels? Or Hospitality?” and “How Safe Are Independent Hotels from Airbnb?”
  3. Sojern reports on its blog that they’ve “Teamed Up with Google to Reveal Hotel Guests’ Path to Booking.” Solid information there.
  4. While we looked at this a few weeks ago, it’s worth revising this Hotel News Now report from this year’s HSMAI Digital Marketing Strategy Conference that said, “Digital Marketing Goes Mobile.”
  5. For further evidence of what that means, see Travel Week’s article about “Dressing for Access: Wearable Technology and Travel.”
  6. Keeping up with trends isn’t always easy. And that’s why we produce the Hospitality Marketing Link Digest series for you. Recent entries looked at “8 Outstanding Hospitality Marketing Posts Focused on Guest Experience” and “5 Hospitality Marketing Trend Posts You Won’t Want to Miss.” So, y’know, don’t miss ’em.
  7. Finally, let’s round out the list of these 7 sensational posts for hospitality marketers with a recent post here on the blog that asked “Hospitality Digital Marketing and Distribution: Is it Time to Give Up?” You can probably guess the answer. But why not read the whole thing to find out for sure?

If you’re looking for even more hospitality marketing goodness, you might also want to take a moment to review the slides from Tim’s recent seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your hotel, including:

Tim Peter

By

March 24, 2017

11 Excellent Posts Connecting Mobile, Content, and Customer Experience: E-commerce Link Digest

March 24, 2017 | By | No Comments

Looking to drive results for your business? Click here to learn more.


Hey, Big Thinkers! It’s my daughter’s birthday and I’m running out of the office, but wanted to leave you a great list of 11 excellent posts connecting mobile, content, and customer experience to check out before I go. Enjoy:

11 Excellent Posts Connecting Mobile, Content and Customer, Experience: E-commerce Link Digest

  1. “Mobile App Usage Grows by 28%: Where Are Users Spending Their Time?” from Econsultancy
  2. Internet Retailing says that “Mobile Is Key Online Purchase Channel Not Just for Browsing; Claims Retailers Not Measuring Properly.”
  3. CNET says it’s “Not Just Speed: 7 Incredible Things You Can Do With 5G.” Time will tell, eh?
  4. CMS Wire reports that “Content Has Never Been More Important, Mobile World Congress Panelists Say.”
  5. We’ve got a fantastic list of “13 Key Insights About Mobile Commerce, Payments, and Content Marketing” from the E-commerce Link Digest series.
  6. Brand Quarterly outlines “Successful Content Marketing In 8 Steps” for you.
  7. A recent episode of Thinks Out Loud — our e-commerce and digital strategy podcast — explained that “Content Marketing is a Powerful Hammer But Not Everything’s a Nail.” Give a listen to find out why.
  8. Content plays a critical role in customer experience as I argued in another recent podcast episode, this one stating “Content is King, Customer Experience is Queen.”
  9. Another entry from CMS Wire says “‘Experiences’ Are Everything Now: Implications for Your Brand.”
  10. An entry into the E-commerce Link Digest series rounded-up “9 Insights Into Customer Experience, Content Marketing and More” that you won’t want to miss.’
  11. And, finally, check out these thoughts on “Improving Customer Experience in 2017: The Conference Board’s 13th Annual CX Conference.” You’ll be glad you did.

If you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

Finally, you might enjoy some of these past posts from Thinks to help you build your e-commerce strategy and your digital success:

Tim Peter

By

March 23, 2017

The Retail Apocalypse? I Don’t Think So (Thinks Out Loud Episode 189)

March 23, 2017 | By | No Comments

Looking to drive results for your business? Click here to learn more.


The Retail Apocalypse? I Don't Think So (Thinks Out Loud Episode 189)

The Retail Apocalypse? I Don’t Think So (Thinks Out Loud Episode 189) – Headlines and Show Notes

Subscribe to Thinks Out Loud

Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using an Shure SM57 microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 11m 28s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], the Google Play Store, via our dedicated podcast RSS feed )(or sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player at the top of this page.

Tim Peter

By

March 21, 2017

Hospitality Digital Marketing and Distribution: Is it Time to Give Up?

March 21, 2017 | By | No Comments

Looking to drive results for your business? Click here to learn more.


Hospitality Digital Marketing and Distribution: Is it Time to Give Up?

I had a discouraging discussion with an outstanding general manager recently who complained that her property’s struggles with rapidly shifting guest preferences, an evolving distribution landscape, and ever-rising distribution costs – particularly in the form of OTA margins and increased search spend – had made it almost impossible to compete. While running her hands through her hair – or possibly pulling it out by the roots – she pleaded, “Why do we even bother? How can we possibly be expected to keep up?”

While its hardly a welcoming thought, maybe it’s worth asking his question: Is it time to give up? Should we just outsource all our marketing activities to OTAs? After all, they are fantastic at marketing and merchandising hotels online, arguably better than many hotels will ever be. Should we simply hand over responsibility for filling our rooms and place our focus elsewhere?

Um… no. In fact, hell no.

Now, let’s be fair. OTA’s are undoubtedly very good at what they do. That’s a fact. But that doesn’t mean for a moment that you can’t drive profitable business on your own. What we need to do is stop behaving like OTAs are our only option. Direct channels and email and search and ratings and reviews and a host of other time-tested tactics and strategies play important roles in delivering strong business results. The key is focusing on those channels that do that most effectively.

First, though, hotels need to be clear about their distribution strategy. To paraphrase NYU professor Clay Shirky, distribution once was a career. Now it’s a button. Online, the distinction between marketing and distribution is essentially non-existent. Once you add a buy button to any marketing message – email, search, display, metasearch, etc. – you’re really just one click away from the sale. And at that point it’s not a marketing channel; it’s a distribution channel. There are certainly some in the industry who will try to confuse you with fancy marketing terms, but the simple fact remains that marketing and distribution are inextricably linked online. You can – and must – measure exactly which channels work best for your business.

The most effective way to ensure that you’re thinking about distribution correctly – and getting the greatest benefit for your property – is to ask three simple questions about your marketing and distribution channels:

  1. Where do your guests find you ?
  2. Where do guests choose to book you?
  3. How much profit do you make from each of those?

Notice I’m not talking about revenue from these channels. It’s time to look past revenue and instead focus on profit. Recent data shows that distribution costs have outpaced rate increases, putting heavy pressure on your properties’ profitability. If you focus solely on revenue, it’s easy to miss the underlying costs impacting your business – and give too much credit to channels that aren’t actually helping you grow.

You may find that for your property, OTAs play an incredibly valuable role in driving profitability particularly during shoulder or slow seasons. That’s OK. As I’ve said before, there’s no need to make OTAs the bad guys here. However, what we don’t want to do is become so dependent upon them – particularly during periods where we can drive more profitable revenue through other channels – that we neglect direct business completely. Understanding which channels work for your property represents the first step in creating a marketing and distribution strategy that actually increases your hotel’s overall profitability.

After spending time digging into the data with my GM friend, we discovered several underutilized tactics driving fantastic returns that simply required greater attention. We also found a few areas that consumed lots of her marketing team’s time for very little benefit. It’s much easier to keep up when you’re only focusing on the areas of greatest return.

Outsourcing your sales and marketing to an OTA is certainly one approach to fill your rooms. And they still will play a role. But realistically many other options exist that can help you grow. The key is focusing on profitable revenue. After looking at the data, I asked the GM, “Is it time to give up?” Her response: “Absolutely not. It’s time to get to work.”

If you’re looking for even more hospitality marketing goodness, you might also want to take a moment to review the slides from Tim’s recent seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your hotel, including: