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Tim Peter Thinks

Tim Peter

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September 18, 2014

Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year

September 18, 2014 | By | No Comments

Earlier this week, I presented “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year,” to an amazing audience as a a Biznology webinar. The overall response was outstanding, and we (Biznology; Biznology’s fantastic sponsors: BarnRaisers Group, GaggleAMP, Gerr.is, and MENG, the Marketing Executives Networking Group; and I), wanted to make the full presentation available for anyone who missed the event. You can view the video (or on the Biznology site):

You can view the slides, too:

And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, 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 also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

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September 17, 2014

How Word of Mouth and Digital Work Together – Thinks Out Loud Episode 90

September 17, 2014 | By | No Comments

Couple shopping on tablet

How Word of Mouth and Digital Work Together Headlines and Show Notes

As promised, here are 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: 14m 30s

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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September 16, 2014

What Are Google’s Plans for Hotel Distribution? (Travel Tuesday)

September 16, 2014 | By | No Comments

Google's plans for hotel distributionIn this past week’s Hospitality Marketing Link Digest, I highlighted spectacular research from Evercore [PDF download only], that looked at Google, Expedia, Priceline, TripAdvisor and others in great detail, with a particular focus on Google’s plans for hotel distribution. While the whole document is well-worth a read, a number of items jumped out at me:

  • Google is moving into the hotel space — big time. Google has long looked to enter markets where they can a.) fix broken business models, and b.) make a ton of money. Travel offers both. According to the report (p. 22), OTA’s charge over 20% for bookings, on average, while delivering only 8% of bookings globally. In short, OTA’s are overpriced as a distribution channel (of course, you already knew that). Google sees these inefficiencies as a way to improve hotel margins and your guest’s experience (plus, the fact that it could keep mobile users tied to search and away from OTA apps is another benefit for GOOG).
  • Search continues to play a major role — and Google’s going to use it. Evercore notes that guests perform 22 billion hotel searches each month (p. 9), with between 58% and 64% (leisure/business, respectively), of all travelers starting their shopping on Google. Google knows who the customers are, what they want, and see a big opportunity to sell that information to hotels at a lower cost.
  • Google’s pricing remains to be seen. One possible option is that Google will require dramatically discounted rates for its to-be-named “captive demand” platform, but that’s very unclear at this point. Still, they could charge 8%-15% and still be significantly less expensive than the OTA’s.
  • Google Wallet will play a big role. It’s possible that Google will want guests to use its Google Wallet as a payment platform (referenced repeatedly in the Evercore research). Given that mobile payments are becoming “a thing,” and that mobile is now bigger than desktop at the top of the e-commerce purchase funnel, this seems like a no-brainer.
  • OTA’s won’t take this lying down. Finally, Priceline, Expedia, and TripAdvisor didn’t get where they are today by simply rolling over when faced with competition. Given the outsized role that Priceline and Expedia play among Google’s paid search buyers (#2 and #4, respectively, according to Ad Age), they could play hardball with Google and reduce their spend (not that that’s a bad thing from most hoteliers’ point of view). They could look to partner with Apple or Facebook or Amazon or Microsoft to offer a competing ecosystem. They could modify their offering (much as Priceline has been doing with its purchases of Buuteeq, Hotel Ninjas and OpenTable) or prices to make themselves more attractive to hotel brands and individual owner/operators. What they won’t do, though, is just sit still.

If you thought the distribution and digital marketing landscape for hotels has been complicated up until now, it looks like it’s going to get increasingly interesting in the coming weeks and months. In the meantime, use this data to negotiate better deals with OTA’s as they come up. Maintain a balanced approach to distribution and marketing.

And, no matter what happens, continue to work on growing your property’s reputation and email list to connect directly with guests regardless of the channel(s) they’re using. And, stay tuned for more. Things are about to get interesting.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? 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 at 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.

Given the overall popularity of the Travel Tuesday series, you may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, 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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September 15, 2014

The Truth About Data-Driven Marketing

September 15, 2014 | By | No Comments

Uncovering the truth about data-driven marketingInteresting data out of PricewaterhouseCoopers, (H/T to Marketing Charts), that shows many large businesses depend more on intuition than data when making key decisions about their marketing and strategy and that highlights a core truth about data-driven marketing: When it comes to using data in their decision-making, most companies don’t practice what they preach. Money quote:

“According to the study, 49% of respondents agree that “data analysis is undermining the credibility of intuition or experience,” while just 21% disagree. At the same time, when asked which of a selection of inputs they placed the most reliance on for their last big decision, 30% of respondents pointed to their own intuition or experience, while 29% relied most on data and analysis and 28% on the advice or experience of others internally. In other words, a majority relied most on experience, whether their own or someone else’s.”

There’s similar data in the latest CMO Survey [link to PDF] results showing that fewer than 40% of respondents can “prove the impact [of marketing spending] quantitatively” (see page 65 of the report).

This reminds me a lot of the book (and film) Moneyball, where “sabremetricians” (the data analytics folks), and scouts (the qualitative/intuition-based/gut-feel people), battled for control of their teams’ future. Yet, when you fast-forward to today, you’ll see that the real winner of those battles are the teams themselves. The data analytics wizards provide insight and information to the intuitive, experienced veterans and together make the right decision for the team as a whole. The operative approach here isn’t about using data or experience, it’s about using data and experience.

It’s become popular among data-driven types to say, “Beware the HiPPO” (which stands for “Highest Paid Person’s Opinion”). I frequently say it myself. I’ve also added an important corollary to that maxim: “Especially beware the HiPPO if it’s you,” because the higher you go, the harder it can be to get high-quality, honest feedback and information from the people in your organization. That’s not to say your team is lying to you; it’s simply that they’re often incentivized to present information about themselves in the most favorable light or, whether you intend it or not, feel pressure to tell you what they think you want to hear.

And that’s why I preach “data-driven marketing” with my clients and practice it in my own business. But the truth is, “data-driven” isn’t limited to quantitative data. You want to augment your quantitative data with observation and insights from your front-line customer service folks, too. Or, better yet, get out and see for yourself.

Here’s why.

As the PricewaterhouseCoopers data shows, you may not always have the data you need when you want it: Only 52% of respondents in that study rated timeliness of data as “Excellent.” It’s an unfortunate reality that you won’t always have the data you need when you want it.

Sometimes you’ll have the ability to defer your decisions until you get more data; but far more often you’ll have to make the best decision you can based on the data that’s available.

That’s life.

And that’s why I usually recommend you collect data about your customers and observe their behaviors first-hand. Your marketing and web analytics tell part of the story, but that doesn’t mean it’s the whole story. For online, A/B tests, usability tests, discussions with call center agents and ghosting on customer service/sales calls, and the odd bit of heuristic or ethnographic research can help fill in the blanks about your customers’ behaviors. And, offline, it’s even easier. Just take some time to walk your showroom (and your competitors’), watch customers in the checkout lines, and, talk to customers to add a wealth of insights to the information you’re gathering. And effective use of surveys can help you gain key insights about customers both in-store and online.

The plain truth about data-driven marketing is this: All data is good data. It doesn’t matter whether that data comes from analytics tools, customer surveys, or just plain old conversations. The companies using data-driven marketing most effectively take all of that information — the analytics and the intuition — and use them to produce true insights that drive their businesses forward. Don’t be like the guys in Moneyball, fighting to see who wins. Instead, get those groups working together so that the whole organization wins.

FYI, this is your last chance to register for my latest webinar, Digital Marketing Directions: Key Trends Driving Your Marketing Next Year, that I’m presenting tomorrow, Tuesday, September 16, 2014. You can read all the details here.

And since we’re talking about observing your customers, let’s talk about a channel that offers a wealth of data about customer behavior: Email. This look at growing your email list can help you gain additional insights and information about what matters to your customers. You can also review the slides from a talk I gave all about email marketing in an age of mobile:


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

And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, 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 also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

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September 14, 2014

6 Great Hotel Marketing Reads: Hospitality Marketing Link Digest

September 14, 2014 | By | No Comments

Couple relaxes with tabletI know it’s a little late, but there’s no way I was letting the weekend go by without another Hospitality Marketing Link Digest for you.
‘Cause, you know, I’m good like that. Without further mucking about, then, let’s take a look at these 6 great hotel marketing reads for this week:

  1. Hotel News Now explains why record occupancy should push pricing power. I heard someone recently (I looked, but I can’t find the reference), suggest that hotel revenue managers have underpriced their properties relative to market demand. Looks like a good time to catch up, no?
  2. Hotel Marketing looks at how social media feedback helps to redefine hotel branding. Given how important reputation management is to your hotel marketing, you know I recommend you read this.
  3. Tnooz suggests you get your heads around marketing and ecommerce trends (as uncovered in search volumes). Makes sense.
  4. Great stuff from Skift that ponders if Expedia was too powerful for hotels, consider Booking.com’s plans. Very, very true, and a nice follow-up read to my look at Booking.com and Marriott’s recent partnership.
  5. Here’s one last reminder of my upcoming webinar with HSMAI focused on How to Allocate for Hotel Digital Marketing in 2015. Well worth your time.
  6. And, finally, Evercore offers some equity research [PDF link], on Google, Expedia, Priceline, and TripAdvisor that delves into Google’s travel plans in detail, and the others’ in lesser detail. It’s really an interesting counterpoint to my look at how intermediaries drive up your costs (and 5 ways to protect yourself). The TL;DR version of the Evercore report: Google’s going to drive increased “efficiency” in travel distribution for hotels, mainly by pressuring OTA’s ability to gain reach. However, that’s an overly simplistic summary; the whole report is well worth the read.

Like this? Then check out last week’s list of 8 awesome hotel marketing posts and 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.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, 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

September 12, 2014

This Week’s 10 Must-Read E-commerce/Digital Marketing Posts: E-commerce Link Digest

September 12, 2014 | By | No Comments

Must read e-commerce/digital marketing postsIt’s Friday, and that means it’s time for another round-up of the best e-commerce and digital marketing posts out there. There’s so much great content to explore, I had a tough time narrowing the choices. But, after giving it lots of thought, I was finally able to winnow the list down to these 10 must-read e-commerce/digital marketing posts. Enjoy:

  1. Ori Carmel, a marketing manager for Twitter, explained how mobile is sparking seismic shift in holiday buying decisions, as discussed over on Mobile Marketer. I love Carmel’s discussion of “moments,” broken into four quadrants: planned vs. spontaneous, and big events vs. everyday. Very cool way to think about your content and your offerings for your customers.
  2. BuzzFeed builds on this with an article that details Twitter’s commerce plans. I keep saying “it’s all e-commerce.” Looks like Twitter wants to play, too.
  3. Another big e-commerce giant, Amazon, is now aggressively going after Google’s core business, according to Quartz. Always nice to see the AGFAM players (Apple, Google, Facebook, Amazon, and Microsoft) getting along so well, isn’t it?
  4. Continuing on the e-commerce theme, the latest episode of my Thinks Out Loud podcast explores the game changer for mobile e-commerce announced earlier this week. Well worth a listen when you a moment.
  5. That game changer for mobile e-commerce couldn’t have come at a more opportune moment. New data shows that mobile e-commerce is now bigger than desktop. Clearly, mobile is going to play a hugely important role in your ongoing success, both online and offline. This latest data underscores that point.
  6. Business Insider breaks down the e-commerce shopping habits of Generation Z, the youngest Millennial cohort. It probably makes some sense to segment Millennials into its constituent age brackets, and is worth the read if you sell to Millennials (and, if you don’t, you probably should).
  7. Speaking of Millennials, eMarketer explains how to reach US female Millennials and why it’s not easy. A few key takeaways: be inclusive, not divisive; and seek to inspire. Great read overall.
  8. Search Engine Land says that Google Analytics is rolling out new benchmark reports. I’ve worked with them a bit with several of my clients and, so far, think they’re pretty useful.
  9. The American Marketing Association, MicKinsey, and the Duke Fuqua School of Business have released the results of their latest CMO Survey, which you can download via this PDF link here.
  10. And, finally, here’s a quick reminder of why it’s important to dream big and keep your eyes on the prize.

And, if all that’s not enough for you, feel free to check out last week’s list of 8 digital marketing posts worth reading and the 7 most useful marketing and e-commerce blog posts from August.

As a quick reminder, you might want to check out a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year that I’m presenting on Tuesday, September 16, 2014. You can read all the details here.

You may also enjoy this look at growing your email list and its importance as an e-commerce best practice as well as reviewing the slides from a talk I gave all about email marketing in an age of mobile:


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

And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, 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 also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

September 11, 2014

Mobile E-commerce Now Bigger Than Desktop

September 11, 2014 | By | No Comments

Mobile commerce is bigger than desktopHuge news from Mobile Commerce Daily:

“In 2010, 96 percent of online retail browsing was done on desktops while only 4 percent took place via mobile devices. Today, those numbers have collided and continue to move in opposite directions, with 51 percent of retail visits occurring via mobile.”

As the article also notes:

“Since consumers are more likely than ever to make a purchase via mobile devices, retailers and brands prepping for the 2014 holiday season are likely to route their strategies accordingly. As the anticipated launch of iOS 8 is right around the corner, retailers should expect a prevalent use in this department as virtual gift giving continues to replace its physical counterpart.”

As you may have heard before:

“The simple reality is that customers use mobile regularly during their discovery, browsing, and shopping experience (less so for buying, though that may be more an attribution problem than an actual conversion problem). The question is whether they’re finding you during that same process.”

Plus, that attribution vs. performance problem likely is also going away. I talked a fair bit yesterday about how ApplePay, launched earlier this week, is going to be a game changer for mobile commerce. The integration between ApplePay and checkout within apps is fundamentally going to reshape our notion that “no one buys on mobile.” And I’d be stunned if Google doesn’t counter with updates to Google Wallet at its earliest opportunity, so this isn’t just some “Apple fanboy” moment suggesting only one player’s going to get in this game.

The simple fact remains that, for today’s constantly-connected, media-immersed consumers, it really is all e-commerce. And the question remains, what are you doing to help them?

Just as a quick reminder, you might want to check out a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year that I’m presenting on Tuesday, September 16, 2014. You can read all the details here.

You may also enjoy this look at growing your email list and its importance as an e-commerce best practice as well as reviewing the slides from a talk I gave all about email marketing in an age of mobile:


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

And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, 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 also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

September 10, 2014

The Game Changer for Mobile Commerce – Thinks Out Loud Episode 89

September 10, 2014 | By | No Comments

Mobile commerce game changer

The Game Changer for Mobile Commerce Headlines and Show Notes

As a reminder, you can participate in my next webinar, called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year, on Tuesday, September 16, 2014. You can read all the details here. And you can view the slides from my most recent talk here:


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

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 43s

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

By

September 9, 2014

How to Allocate for Hotel Digital Marketing in 2015 – HSMAI Webinar (Travel Tuesday)

September 9, 2014 | By | No Comments

How to allocate for digital marketingIf you’re like most hotel marketers, you’re spending your time right now trying to figure out how to allocate for hotel digital marketing activities next year. It’s almost a rite of passage each August and September to see hotel marketers scrambling to pin down where and how they expect to spend their money in the coming twelve months.

This year the job has taken on increased importance, given the rising costs of marketing and distribution many hoteliers face today, with increased pressures from OTA’s and metasearch, in particular. According to data from Hospitality Asset Managers Association:

“…between 2009 and 2012, retail commissions rose 34 percent while room revenue rose 23 percent… Brand-level acquisition costs rose even more—37 percent. That meant local sales and marketing budgets took a hit, rising only 7 percent during the four-year period” (Source: MeetingsNet)

These rising costs have focused owners and asset managers’ attention on profitability, as well as RevPAR, and put more pressure on hotel marketers to find effective, highly profitable sources of revenue for their properties. And, it many cases, to achieve improved results without increasing spend. I know, fun, right?

So, given this reality, where’s the best place for you to spend your limited marketing budget?

Well, in partnership with HSMAI, I’ve got a great resource for you. I’ll be moderating a webinar this Monday, September 15, called New Year, New Budget: How to Allocate for Digital Marketing in 2015. The webinar will look at key issues as part of the budgeting process, and includes real-world case studies you can apply to your hotel or resort. It features an outstanding panel of hospitality and digital marketing experts, Matthew Clyde, Owner, Ideas Collide, Inc.; Stephen Fitzgerald, Senior Vice President, Sales, Milestone Internet Marketing; and Michael Bennett, VP of Marketing for KSL Resorts.

Among the topics we’ll discuss are:

  • Measuring the effectiveness of your existing efforts and the breakout trends from 2014
  • The continued evolution of key digital marketing trends
  • What’s new on the horizon for 2015
  • Where the smart money is being allocated in 2015 budgets

And because we know your schedule is busy, we’ll cover all this in just about an hour. The webinar is open to both HSMAI members and non-members, and you can register here. It will also be recorded so you can review the information afterwards. But try to attend the live event, where the panel and I will field questions from the audience, including yours.

Understanding how to allocate for hotel digital marketing in 2015 is a really big deal, and key to your success next year. So block an hour on Monday and register today.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? 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 at 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.

Given the overall popularity of the Travel Tuesday series, you may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, 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

September 8, 2014

Dream Big

September 8, 2014 | By | No Comments

Dream bigI had a long conversation recently with a close friend who’s going through some tough times. His career has hit a couple of roadblocks — including losing a major client — and, making matters significantly worse, he’s been troubled by some health issues (Full disclosure: He gave me permission to write about this; any and all identifying details have been changed).

During our talk, though, I was struck by one thing: His intense optimism. “It’s going to get better,” he said more than once. “Good days ahead.”

At one point, I told him how impressed I was by his confidence and his good spirits.

His response was perfect:

“You’ve got to dream big. What’s the use of dreaming small?”

He went on to say:

“Don’t get me wrong. There’s a lot of work I need to do. Hard work. I don’t want my dreams just to end up as silly fantasies or wasted ambition; I’ve got to get up tomorrow and start taking care of the things that will move me towards what I’m dreaming about. But, it’s the dream that keeps me going. Why get out of bed if there’s nothing worth working towards?”

What cool advice, right? I love how he acknowledged both the need for a big dream, and the need for hard work. But I think he’s right that it all starts with a dream of something better, for you, for your loved ones, for your customers.

One of the reasons I think everyone gets so excited about companies like Apple (who’s set to announce its new phones and, potentially, wearable device(s) tomorrow), is that they articulate a big dream for their customers. They paint a vision of the world as a better place, a place that many want to get to. Other companies do this, too, of course, not just Apple. But I wonder whether enough companies do.

Many businesses continue to face struggles from the soft economy. And some of those struggles have nothing to do with a lack of effort. I don’t know anyone who isn’t working hard these days.

Maybe the problem isn’t with the effort; maybe it’s with the dream. Instead of just thinking about “How do we make it through this month/quarter/year?” you need to start thinking about your big dreams. What does the world look like when it all comes together?

And, more important, how can you make the world a better place for your family, your children, your customers, and their children? As my friend said, “What’s the use of dreaming small?”

Yes, do the work. You’ve got to get up every day and make it happen. But dream big to give yourself a reason “to get out of bed.” A big reason. A big dream. And, then, just like my friend, you’ll be just fine.

As a reminder, I’m presenting a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16, 2014. You can read all the details here.

You may also enjoy this look at growing your email list and its importance as an e-commerce best practice as well as reviewing the slides from a talk I gave all about email marketing in an age of mobile:


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

And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, 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 also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including: