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Tim Peter

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March 27, 2015

8 Amazing Social, Mobile, Millenial Marketing and E-Commerce Posts

March 27, 2015 | By | No Comments

Social, mobile, Millennial marketing and e-commerceAnother busy week, Big Thinkers, so we’re going to get right to the list with this round-up of 8 amazing social, mobile, Millenial marketing and e-commerce posts. Enjoy:

  1. Leading off, eMarketer tells us that mobile will account for 72% of US digital ad spend by 2019. Um… that’s a lot. Of course, when you consider that, no, Millennials never put down their phones and that the path to purchase starts and ends on smartphones for UK Millennials (and probably most others, too), it’s not terribly surprising.
  2. All of the above highlights why I believe mobile will disrupt your industry and offer 3 ways to protect your business. With the number of mobile and Millennial milestones we keep reaching, it’s happening incredibly fast, too.
  3. One of the biggest disruptions ahead is coming in the form of Google’s new “mobile-friendly” algorithm. As Search Engine Land notes, Google’s mobile-friendly algorithm is bigger than Panda or Penguin and the company has also clarified that the mobile-friendly algorithm will roll out over a week, be a yes/no response & more.
  4. GetElastic also helps you get ready for your mobile-heavy customers, with a look at mobile content in context: rules of responsive experience and these 7 tips for targeting the mobile-only shopper. Outstanding stuff there.
  5. Further underscoring the importance of mobile, TechCrunch notes that Yelp hooks up with startups to offer a larger selection of e-commerce bookings. That also underscores my “predication” about why Apple might choose Yelp as its go-to search engine.
  6. And this boom in mobile e-commerce is the reason eMarketer advises you to make way for the digital, deal-seeking Millennial mother. Good read.
  7. Shifting to social, Marketing Charts asks, “Why Do Millennials Use Facebook and Twitter?” and BuzzFeed News says that Facebook is eating the Internet. What you really want to do, of course, it tie Millennials, mobile, marketing, social and e-commerce together, which is the point of my recent presentation, “Social Media Integration: All Marketing is Social.”
  8. And while we’re on the topic of “putting it all together,” take a few minutes to review another recent presentation, “Putting Digital to Work: 4 Key Actions to Drive Digital Transformation,”, read the 4 keys to executing on digital or listen to a recent podcast that explains why, in in digital marketing, the money is in the list.

Hope you enjoyed this look at 8 amazing social, mobile, Millenial marketing and e-commerce posts. If you’re looking for even more good stuff, don’t miss this “Baker’s Dozen of the Best Mobile, E-Commerce, and Digital Marketing Writings This Week,” these “10 Hugely Important Digital, Mobile, and E-Commerce Observations from the Past Week”, the “8 Must-Read Posts Connecting Content, Search and Mobile Commerce”, our monthly best of round-up “10 Can’t Miss Mobile Commerce and Marketing Columns: The Top Posts from February 2015″ or the rest of our E-commerce Link Digest series.

And if you want to learn even more about how customers changing behavior shapes e-commerce and marketing, be sure an 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”:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Travel

  1. Why Apple Might Choose Yelp as Its Go-To Search Engine (Travel Tuesday)
  2. Among America’s millennials who travel, half have spouses and children – Tnooz
  3. Huge List of Lessons Learned at HSMAI’s Digital Marketing Strategy Conference – Travel Tuesday
  4. Expedia extends mobile dominance
  5. 7 Hot Hotel Marketing Insights: Hospitality Marketing Link Digest
  6. 5 Top Mobile Marketing Tips from Travel and Hospitality Industry Leaders | Adobe
  7. Huge List of Lessons Learned at HSMAI’s Digital Marketing Strategy Conference – Travel Tuesday
Tim Peter

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March 26, 2015

Social Media Integration: All Marketing is Social [Presentation]

March 26, 2015 | By | No Comments

Social media integration: All marketing is social

Developing an effective digital marketing strategy is critically important for businesses today. But, equally important, you’ve got to be able to execute that strategy, put it in practice, make it work. Lately, I’ve been doing more and more speaking engagements where the topic has focused not just on strategy but also on real-world examples and case studies that demonstrate how leading companies have put digital to work in their organizations (including many of my own clients’ stories).

I shared the slides from my “Putting Digital to Work” talk the other day to provide insights into how many companies have succeeded in making digital work for their organizations. Today, I thought you might enjoy these slides from a talk I’ve just given called “Social Media Integration: All Marketing is Social,” which looks at how you can build social into your overall customer experience. This isn’t just about gaining friends and fans and followers; it’s about listening to and learning from your customers, and making your marketing work most effectively by getting your customers to tell your brand story for you. In short, it’s about results.

Here are the slides for your reference:

If you want to learn even more about how customers changing behavior shapes e-commerce and marketing, be sure an 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.

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

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March 25, 2015

Why Millennials Matter – Thinks Out Loud Episode 116

March 25, 2015 | By | 2 Comments

Why millennials matter to your business

Why Millennials Matter – Headlines and Show Notes

You might also enjoy the slides from my recent webinar, Digital Marketing Directions: Key Trends Driving Your Marketing Next Year,:

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 11m 24s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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March 24, 2015

5 Key Facts About Mobile, Millennials, and Hotel Marketing – Travel Tuesday

March 24, 2015 | By | No Comments

Mobile, Millennials, and hotel marketing: young couple enjoying travel togetherThere’s lots of buzz about Millennials in the media these days, but how important is this emerging generation to your hotel, really? Actually, very important. Here are 5 key facts about mobile, Millennials, and hotel marketing that explain why:

1. There Are Lots of Millennial Travelers

Millennials aren’t a “future trend.” They’re here today. “Millennials comprise 32% of U.S. travelers and are the fastest-growing age segment in travel…” (emphasis mine), according to a Loyalty360 interview with Hotels.com’s Taylor Cole.

Millennials also spend about 10% more when they travel than their Gen X elders. And, among Millennials who travel, half are married and have children. Lots of opportunity there for savvy hotel marketers.

2. Millennials Research Travel on Mobile

Actually, so do all the other demographic segments. eMarketer says 40% of all travel research happens on mobile devices and tablets, plus:

“…51% of travel content social shares by US internet users took place through a smartphone or tablet. Smartphones were particularly important for sharing, accounting for 41% of the total pie.”

Millennials represent a generation that’s grown up with mobile phones. A smartphone is no more a piece of technology in the hands of a Millennial than a light switch is to a Booomer; it’s simply a fact of life. They never put the things down (a behavior their elders have begun to adopt, too). It only makes sense then that this powerful and emerging market segment uses their mobile phones for many aspects of travel research and planning.

3. Millennials Expect You to Have a Mobile-Friendly Website

This one’s a biggie. Marketing Charts says:

“Smartphone-owning Millennials (19-33) are more likely to expect brands to have a mobile-friendly website or app (55%) than they are to expect brands to have a social media presence (39%).”

Why is this such a big deal? Well, data from Google [PDF link] says that only 23% of all travelers will fight their way through a site that isn’t optimized for mobile. And 40% of those travelers say that a poor mobile experience negatively impacts their overall perception of your brand. These numbers hold true across demographic segments, by the way, so it’s not just Millennials you need to worry about here.

4. Mobile Millennials Are More Loyal Than You Think

It’s become fairly fashionable to claim Millennials aren’t particularly brand loyal. But, in fact, 6 out of 10 millennials

“…say they would find a mobile app for a hotel’s loyalty program “very” or “moderately valuable”

according to research from Software Advice (H/T: Leonardo). Equally impressive are the 46% of Millennials who will join loyalty programs out of sheer brand loyalty as opposed to just looking for rewards. So it might be fashionable to claim Millennials aren’t loyal. But it isn’t true.

5. Millennials Book on Mobile

Unfortunately, they may not be booking directly through your site.

Data captured on this SocialMediaToday infographic says 49% of Millennials “plan/book” their hotel accommodations on mobile devices. Clearly, “plan/book” isn’t the same as plain ol’ “book.” But eMarketer notes that 40% of LGBT Millennials reserved hotels through their mobile device and I’d be very surprised if that’s just an LGBT thing. For instance, behavior shifts significantly across other LGBT demographic categories, and looks similar to what we see with most other segments:

“When booking lodging via mobile, LGBT millennials were huge fans of online travel agencies (OTAs). Nearly two-thirds of millennials booked that way, compared with 55% of Gen Xers and 43% of boomers. The two older age groups—especially boomers—preferred to book through a hotel’s mobile site.”

Now, what do you want to bet that your mobile-friendly website—or lack thereof—plays a role in Millennials choosing OTA’s? The OTA’s have invested heavily in developing their mobile capabilities and overall mobile bookings are expected to reach almost $40 billion this year. Shouldn’t you get your share?

Conclusion

The data seems clear. Millennials are here, today, as a real market force. They research, find, and book travel on mobile. Millennials expect a great experience both on mobile and in real life. And, so long as you take care of their needs, they’re as loyal as any guest today.

Most importantly, Millennials—and mobile—are here to stay. And that may be the most important fact of all.

Want to learn even more about how your guests’ changing behavior shapes hotel e-commerce, distribution, and marketing? Be sure an 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 might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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March 23, 2015

Why Mobile Email Matters

March 23, 2015 | By | No Comments

Mobile email matters: man reading email on mobileMarketing Profs recently rounded up the details of what consumers dislike about mobile email and found that — in addition to too many, poorly targeted emails:

“Messages are too small to read and interact with (32% don’t like); difficulty seeing full websites on devices after clicking through (26%); and messages are often jumbled/not well-formatted for phones (21%).”

I’ve noted before:

“While the numbers for the US weren’t quite as strong — with “only” 48% of opens coming on mobile — they’re still mighty impressive. Data I’ve looked at in the past puts those numbers a bit above 50% and other data suggests that 50% of email users only read email on mobile. But why quibble over a couple of percentage points? If your customers can’t easily read your message on mobile, you’re still making a major email marketing mistake. As eMarketer rightly notes, “…mobile should now be considered a central part of any email marketing strategy.” [Emphasis mine.]“

The lesson is clear: Mobile email matters and it’s long past time to get on-board. Seriously.

Not sure what to do? Here’s a list of ways articles that can help:

Looking to learn still more about how your customers’ changing behavior shapes e-commerce and marketing? Be sure an 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 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:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

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March 22, 2015

5 Fantastic Hotel Marketing Posts You Won’t Want to Miss This Week: Hospitality Marketing Link Digest

March 22, 2015 | By | No Comments

5 fantastic hotel marketing postsSpring has arrived, and with it, the hope for a great spring and summer booking season. Your success during this season depends on developing a keen understanding what’s happening in the overall distribution and digital marketing marketplace. We’ve rounded up these 5 fantastic hotel marketing posts you won’t want to miss this week to help you do just that. Enjoy:

  1. Leading off, this past week’s Travel Tuesday post explored why Apple might choose Yelp as its go-to search engine. Now, I admit it’s a real “wild-card” prediction (in fact, I’m reasonably confident Apple will stick Google); but it’s worth paying attention to Apple’s, Yelp’s, and Priceline’s moves here—to say nothing of Google’s—as they’ll likely shape travel search over the next couple of years.
  2. Hotel Marketing has an interesting piece that explains how Expedia’s extending its mobile dominance. Tnooz also breaks down the ongoing battle between Expedia and Priceline for market dominance. I tweeted that my money’s on Priceline at the moment. Why? Because they seem to have a more comprehensive strategy for helping guests all throughout the browsing, booking, and traveling experience versus Expedia’s “just get bigger” approach. But, of course, time will tell.
  3. Tnooz highlights fascinating research that shows among America’s millennials who travel, half have spouses and children. It seems the world’s youngest adults are growing up. This is important, given the serious connection between Millennials and their mobile devices as noted in this week’s E-commerce Link Digest:
    “eMarketer says that the path to purchase starts and ends on smartphones for UK Millennials. Given that No, Millennials never put down their phones and that we continue to reach various mobile and Millennial milestones, I suspect it’s not just a UK-based trend.”

    Based on Tnooz’s report, I also suspect this is going to affect travel in a big, big way in the months ahead.

  4. In case you missed it, check out this at HSMAI’s 2015 Digital Marketing Strategy Conference from the other day. Really good stuff.
  5. And, finally, Adobe has a great collection of the 5 top mobile marketing tips from travel and hospitality industry leaders, which makes for a nice way to round out this week’s list.

There you have it, Big Thinkers, 5 fantastic hotel marketing posts you won’t want to miss this week. Be sure to read them all and be ready for the best spring and summer seasons we’ve seen in years.

And if you’re looking for even more of the best hospitality marketing advice and insights then don’t miss these “7 Hot Hotel Marketing Insights,” these “5 Amazing Travel Marketing Posts for You,” “The 6 Best Travel Marketing Posts This Past Week,” and these “6 Totally Brilliant Travel Marketing Posts,” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

Want to learn even more about how customers changing behavior shapes e-commerce and marketing? Be sure an 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 might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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March 20, 2015

A Baker’s Dozen of the Best Mobile, E-Commerce, and Digital Marketing Writings This Week: E-commerce Link Digest

March 20, 2015 | By | No Comments

Baker's dozen of the best mobile, e-commerce, and digital marketing posts this week.I’m traveling this week, Big Thinkers, so I hope you don’t mind if I skip the setup and instead just point you to a baker’s dozen of the best mobile, e-commerce, and digital marketing writings this week. Enjoy:

  1. Marketing Charts catalogs mobile’s share of site visits, by industry, in 2014. Nice recap of the trend and well-worth watching as time goes on. It’s also worth asking, how does your site stack up?
  2. eMarketer says that the path to purchase starts and ends on smartphones for UK Millennials. Given that No, Millennials never put down their phones and that we continue to reach various mobile and Millennial milestones, I suspect it’s not just a UK-based trend.
  3. As part of one big trend to watch, eMarketer notes that consumers’ pockets make room for “phablets.” Bigger screens likely lead to greater use and increased conversions. That’s a really big deal (pun intended).
  4. Marketing Charts also provides a look at what’s working to drive form conversion rates. Nice round-up of usability tips.
  5. Search Engine Land questions how much traffic will you lose from the upcoming mobile “SEO-Pocalypse?” Very important topic.
  6. Mobile Commerce Daily shares Coldwell Banker’s view that mobile is sharing medium for buyers, sellers and agents. While Coldwell Banker is a client, they’re also right.
  7. Marketing Charts asks how B2B marketers choose their digital channel mix.
  8. The Future of Commerce blog highlights what a 23-year-old can teach us about unified commerce. Interesting read.
  9. We took a look at 4 keys to executing on digital as well as posting this presentation called “Putting Digital to Work: 4 Key Actions to Drive Digital Transformation.” Check ‘em both out when you get a moment.
  10. We looked at how customer data drives satisfaction and increased revenues and also used a recent podcast to explain why data always wins. Good stuff.
  11. Search Engine Land explains why the Google, Wal-Mart breakup suggests problems ahead for local inventory ads. While they’re not clients, I think Search Engine Land is probably right.
  12. Flurry points out that mobile has passed TV as consumers’ primary screen. Stay tuned for more.
  13. It’s pretty much a given at this point that mobile will disrupt your industry. Here are 3 ways to protect your business. Good read. And just to finish things off, we recapped these 10 can’t miss mobile commerce and marketing columns, the top posts from February 2015. Enjoy the whole set.

And there you go, Big Thinkers; a baker’s dozen of the best mobile, e-commerce and digital marketing posts this week. If you’re looking for even more, don’t miss these “10 Hugely Important Digital, Mobile, and E-Commerce Observations from the Past Week”, “8 Must-Read Posts Connecting Content, Search and Mobile Commerce”, these “8 Must-Read Marketing and E-Commerce Posts” this past link digest called “Freezing? 8 Fabulous Marketing and E-commerce Posts to Warm You Up” and the rest of our E-commerce Link Digest series.

And if you want to learn even more about how customers changing behavior shapes e-commerce and marketing, be sure an 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”:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

By

March 18, 2015

Digital Marketing: The Money Is In The List – Thinks Out Loud Episode 115

March 18, 2015 | By | No Comments

The money is in the list

Digital Marketing: The Money Is In The List – Headlines and Show Notes

And, as promised, you can also 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:

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 15m 13s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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March 17, 2015

Why Apple Might Choose Yelp as Its Go-To Search Engine (Travel Tuesday)

March 17, 2015 | By | No Comments

Why Apple might choose Yelp

I mentioned in this week’s hospitality marketing link digest Search Engine Land’s prediction that Apple will not renew Google as Safari’s default search engine. And I ventured a guess, nothing more, that Apple might choose Yelp as an alternative search offering.

Here’s why and, more importantly, why you ought to care.

What the Apple, Yelp, Google Discussion is Really About

Fundamentally, search is becoming a local offering. Proximity has long represented a key driver of why guests choose hotels. With the growth of map search and the rise of mobile, proximity is taking on a similar role for almost every other kind of business, too. Popular services such as Uber, Lyft, OpenTable, Yik Yak, and, yes, Yelp depend on local information to support their customers’ needs. And that reliance on local information only seems to be accelerating.

For instance, check out Google’s recent moves that highlight the importance of local information:

Obviously, this list is hardly conclusive. But it is suggestive of the search giant’s direction, driven by the content its users seem to seek.

As it happens, Yelp provides some of these tools already, particularly in the way of photos, to say nothing of its review content. And Apple already includes Yelp as a key component of Apple Maps and Siri.

Of course, it’s worth watching this rumor that some investors think Priceline might be looking to acquire Yelp outright, which when combined with its existing hotel inventory, OpenTable integration and other recent moves, would make Priceline a formidable competitor to Google in its own right.

Me? I think Apple will re-sign with Google, at least this time around. There isn’t another credible alternative that’s ready. Yet. But I think Apple is undoubtedly looking to decrease its dependence on Google. Yelp provides one potential alternative. And Apple’s recent acquisition of Spotsetter and acqui-hire of the BroadMaps team suggest this space is heating up in a big, big way. I suspect even Apple’s rumored self-driving car is as much about collecting map data right now (just like Google once did) as anything else.

Why Hotels Should Care

Today, major chunks of your marketing spend depend on a few key players: Priceline, Expedia, and TripAdvisor for OTA/metasearch (which, really, are the same thing), and Google for search/metasearch (which, again, its recent moves suggest are also coming together). Sure, I know there are plenty of others. But the 80/20 rule suggests you’re getting most of your online bookings from this relatively limited group.

Any shake-up in the overall pecking order, whether by Google taking a bigger role in travel transactions or the emergence of a serious new player—an Apple or Priceline-backed Yelp, for instance—could seriously affect your overall distribution plans.

My advice for now? Continue to beef up your mobile presence. Build and optimize your customer database to market directly to guests. And keep an eye on the continually-evolving market. Because even if we can’t predict exactly what will happen, we can predict it’s going to be a fascinating journey.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? You should register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” Developed specifically for hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

And take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

By

March 16, 2015

No, Millennials Never Put Down Their Phones

March 16, 2015 | By | No Comments

Millennials never put down their phones

eMarketer highlights new research from My.com that shows Millennials are more attached to their phones than you already think they are. Key quote:

“45% of smartphone- and tablet-using 13-to-18-year-olds in the US spent 4 hours or more using the mobile internet each weekday, with 28% logging on for over 5 hours on average. Nearly half of 19- to 22-year-olds spent at least 4 hours with the mobile internet every weekday. Here, too, just less than one in three logged on for over 5 hours on average.”

Now apart from My.com’s weird definition of Millennials (capping the demographic segment at 24, instead of the more common 30-ish), the study still found plenty of useful tidbits about market trends driven by this influential and important segment. For starters, there’s this gem:

“US millennial smartphone users ranked having mobile-friendly websites and apps No. 1, at 55%.”

It’s a given that mobile will underscore your industry and that you need to take steps now to protect your business, but this reliance on mobile among emerging customer groups underscores the trend’s significance.

There’s an old joke that says insanity is hereditary; you get it from your kids. As it happens, technology adoption works the same way. Sure, Boomers and Gen X like to pretend that they taught their kids how to use technology.

But look around.

Are 20-somethings experiencing life the same way you have for years? Or, are you starting to live your life the way they do? If you’re texting, watching YouTube or other videos on your phone, keeping in contact with friends and family via Facebook and Instagram, snapping selfies everywhere you go, and enjoying lots of other activities that Millennials take for granted every day, chances are you got it from them, not the other way ’round.

And the trend is growing. Note this point from eMarketer:

“Among 18- to 24-year-olds, mobile phone penetration will come in at 96.5%—the highest out of all age brackets—and 91.4% of these consumers will log on to the internet via their phones at least once per month.”

Mobile is bigger than you think. And, as eMarketer’s data suggests, is going to get even bigger. No, Millennials never put down their phones. And if you’re not able to meet their needs on mobile, they’ll put down you instead.

Looking to learn still more about how your customers’ changing behavior shapes e-commerce and marketing? Be sure an 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 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:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including: