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June 25, 2019

What the 2019 Mary Meeker Internet Trends Report Means for Digital Marketers (Thinks Out Loud Episode 248)

June 25, 2019 | By | No Comments

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


Mary Meeker Internet Trends Report for Digital Marketers: Executive exploring data and trends

What the 2019 Mary Meeker Internet Trends Report Means for Digital Marketers (Thinks Out Loud Episode 248) – Headlines and Show Notes

So the 2019 edition of the Mary Meeker Internet Trends report is out. And, as ever, it’s filled with a number of fascinating insights for investors interested in the internet economy. But what about marketers and business leaders? How can you use this data to improve your performance in the year ahead?

Fortunately, the latest episode of Thinks Out Loud offers our take on how you can put these trends to work for your brand and business too.

Want to learn more? Here are the show notes for you:

Relevant Links:

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 the key trends shaping marketing in the next year. Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using a Heil PR40 Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Pro X for the Mac.

Running time: 21m 00s

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.

What the 2019 Mary Meeker Internet Trends Report Means for Digital Marketers

Key Takeaways and Overall Internet Growth

Internet user growth slowing; more need to monetize traffic that folks are getting. Additionally, more consumers are concerned about overuse. Those are a couple of the reasons gatekeepers, who’ve been top of mind for me lately, have been tightening the screws.

  • Internet user growth – that’s number of users, not total usage – grew last year, but at a 6% rate, compared with 7% last year.
    • Actual digital media use per US adult grew by 7% last year
      • Those numbers are purely coincidental; don’t let the two instances of 7% confuse you
    • And time spent on mobile will beat time watching TV this year for the first time ever
      • Though overall TV viewing still greater since mobile = second screen when folks are watching TV
    • Top platforms for use:
      • Facebook
      • YouTube (owned by Google)
      • WhatsApp (owned by FB)
      • WeChat
      • Instagram (owned by FB)
      • FB Messenger (owned by FB)
    • 26% of adults in US online “almost constantly”
      • More importantly, those numbers have both grown over time and are larger among younger adults
        • In other words, adults under 40
        • And the burgeoning Gen Z category
        • With 36% to 39% online “almost constantly” (broken down 18-29 and 30-49)
  • Smartphone unit shipments actually fell last year, by about 4%
  • And internet penetration reached >50% of total world population
  • One of the reasons China’s so important in this report is that China now represents 21% of all internet users
    • India at #2 w/ 12%
    • US at #3 w/ 8%
  • Internet companies’ revenue growth has slowed
    • 11% YOY growth vs. 13% YOY last year
    • Again, they need to keep growing to impress investors. This leads them to seek new forms of monetization

Interestingly, e-commerce growth, which continues at a healthy pace (12.4% YOY) is also slowing. But again, some of that may just be the long slog towards everyone using e-commerce.

  • Contrast with physical retail growth +2.0%
  • At some point, e-commerce will reach those (low) numbers; that’s probably some time off though.
  • E-commerce now around 15% of total retail sales in the US.
    • That’s not what’s influenced by digital; it’s simply a statement of raw numbers.

Advertising

Advertising has finally rationalized, with online spending roughly equivalent to time spent.

  • Interestingly, it looks like the amount of spend on radio is well below use. That might represent an opportunity for smart advertisers to find some bargains.
  • Internet ad revenue growth however, say it with me now, has also slowed.
    • While growth is a healthy 20%, that’s down from 29% a year ago.
    • Google’s ad revenue has grown ~150% in the last two years, Facebook’s has almost doubled
      • But Amazon, Twitter, Snap, and Pinterest have seen their ad platforms grow almost 250% during the same period
      • Sure, that’s off a much smaller base; still it’s not nothing.
    • And increased use of programmatic platforms continues to drive down cost of advertising
      • That’s good for advertisers as it holds down costs, but…
      • That’s less revenue for platforms.
      • And it requires them to monetize those platforms even more heavily to drive continued growth
  • Meeker points out an interesting reality: “Customer acquisition cost can’t exceed long-term value for very long.”
    • “Effective + efficient marketing = One’s own product + happy customers + recommendations.”
    • Why does that sound familiar to me? Oh, right, because that’s what I’ve been saying for the last, I dunno, ten years or so.
    • Meeker gives a few examples like Spotify, Zoom, Stitch Fix, Dropbox, Slack, SurveyMonkey, Amazon Prime, Twitch, etc. who use either “freemium” models or low-cost entry points to acquire customers, then use those customers as what I like to call, their “secret sales force”
      • Note this is both B2C ​and​ B2B.
      • The model holds in all cases

Data Growth and Privacy

  • Social media use decelerating
    • Only up 1% YOY vs. 6% a year ago
      • That’s significant
  • Also, fewer people say that the internet has been mostly good for them personally or for society than four years ago (down 2 and 6 points respectively )
    • That’s not a huge amount
    • But it’s also not nothing
  • Regulation coming
  • Consumer reviews play a role
    • Of course, they need to be valid reviews
  • Crowdsourced algorithmic bill of rights
    • Very interesting step
    • Curious to see which countries – if any – adopt it
  • Facebook’s many tentacles reared its head in an interesting way late in the report
    • When asked which tech company people would be willing to share health data with:
      • 60% said Google
      • 53% said Amazon
      • 51% said Microsoft
      • 49% said Apple
      • and only 40% said Facebook

Big Picture

  • Social + Mobile + Visual + Data
    • Storytelling
    • Get customers to tell that story
    • Give them a great experience
    • Great storytellers know that you’re supposed to “Show, don’t tell”
      • When you create a campaign, you’re telling
      • When your customers echo their experiences, you’re showing
Tim Peter

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June 11, 2019

Hey, Hotel Marketers: What’s Holding Mobile Bookings Back?

June 11, 2019 | By | No Comments

What's holding mobile bookings back? Guest shopping for reservations on mobileLooking to drive results for your business? Click here to learn more.


If anyone you're talking with describes 2019 as "the year of mobile," or some other such similar statement, I'd like you to smile at them, nod your head politely, and casually walk away. Why? Because that individual has no idea what they're talking about. 2019 is decidedly not the year of mobile. Not even close. The "year of mobile" has already passed us by.

In reality, we're not in the year of mobile; we're in an era of mobile, of shifting behaviors and business models alike. Uber and Airbnb and Venmo and Instagram all grew up in a world where mobile is the norm, not the new. And if you're genuinely committed to driving direct reservations for your hotels, you must accept mobile as the norm too. Whether you work for a property owner, management company, or brand, you must focus on providing an outstanding experience to guests – current and potential – on mobile all throughout their journey.

In case you missed it, a key data point underscores this reality. Mobile internet activity exceeded desktop internet use in October…2016, over two full years(!) ago. In fact, according to Stone Temple Consulting, mobile traffic now accounts for roughly 63% of all internet use, which is truly astonishing. Most hotels are seeing mobile traffic represent at least 35% of their total traffic and my own experience shows mobile traffic accounting for well over 40% of all sessions. And this shift creates significant opportunities for hotel marketers. Because one area where mobile has not bypassed desktop is its success — or more properly, its lack thereof — in delivering reservations.

Data from SmartInsights suggests that mobile conversion rates average only around 0.7%, compared with well over 2% on desktop. That's a significant decline relative to desktop with real-world consequences for reservations and revenue.

Consider a hypothetical hotel company that receives 12,000 site visitors per period (that period could encompass an entire year for a small hotel or a single day for a decent-sized hotel group; you can choose whichever is appropriate to your situation). If this hotel received only 40% of its traffic from mobile, it would potentially give away 62 reservations each and every single period (for you math wizards in the room, 96 desktop reservations from a 2% conversion rate minus 34 mobile reservations from a 0.7% conversion rate equals 62 "lost" reservations to mobile behaviors). Obviously, these numbers would be higher if your share of mobile traffic is higher. Given an average reservation value of $200, that's the equivalent of $12,400 in lost top-line revenue every period. Even if, by some miracle, 100% of those guests end up picking up the phone or booking your property via an OTA — which would be amazing…and unlikely — you're increasing your cost for those reservations by either the cost of the call or the OTA margin. That's not good. Like, seriously, not good. And that also ignores the fact that you already paid for the performance media or SEO efforts necessary to get that traffic to your website in the first place.

So, why are we losing bookings on mobile relative to desktop? What's holding mobile bookings back? Several reasons come immediately to mind.

Ineffective Search Engine Optimization (SEO)
Even with increasing competition from hotels and OTA's, organic search typically represents a significant driver of traffic for most hotel websites. But beginning in March, 2018, Google began splitting its search index into separate versions for desktop and mobile, favoring sites for mobile searchers that specifically take mobile usage into account and penalizing those that work poorly in a mobile context. In fact, mobile-first is now the default for new sites Google finds.

While this change doesn’t directly affect conversion rate, it impacts your business all the same. Google's split of its index has left hotels providing a subpar mobile experience in a sad state, losing traffic and, of course, reservations.

Slow Web Performance
Your website's overall speed also plays a significant role both in SEO rankings and in your guests' website experience. Research from Akamai shows that "…fifty-three percent (53%) of mobile site visitors will leave a page that takes longer than three seconds to load" and that "…bounce rates were highest for mobile phone shoppers." And Google has publicly acknowledged that they now use site speed as part of their mobile search ranking algorithm. The search giant offers more favorable placement in mobile search results to hotels featuring websites that load speedily and help guests find the answers they need quickly and conveniently.

Poor Mobile Web Usability and Design
Of course, poor mobile experience isn't a negative solely from Google's point of view; it's bad for guests and bad for your business too. Many hotels are seeing significantly higher bounce and exit rates from guests visiting their site on mobile devices. Wonder where your low conversion rates come from? It should be apparent that guests bouncing off your site aren't converting. Again, speed plays a crucial role. But the need to improve usability and decrease bounce rate overall should be equally apparent.

Lack of Trust
As has been true for the better part of two decades, trust continues to play a key role in influencing conversion online. Slow, insecure websites with limited or outdated content – or most any subset of these issues — frequently fail to convert visitors to bookers. Screen real estate on mobile is limited and valuable. It must be used wisely to assure guests that you are the right choice for their stay and a trustworthy partner who will protect their information and payment details. Along with other elements, Google has also announced that trust plays a significant role in driving SEO ranking. OTA's invest heavily in content designed to reassure guests at each stage of their journey, but especially during the booking decision. Clear rates, quality content, and high-resolution images focused on answering guest questions represent key components in helping site visitors choose your property. Great hoteliers make guests feel comfortable no matter the situation. Helping guests feel comfortable that you represent a reputable option for their next stay is key to providing hospitality online. It deserves your full attention.

Complicated Checkout and Few Payment Options
Even given the current woeful state of mobile usability, checkout and payments present a particularly vexing challenge for users. The checkout process on mobile for many hotel websites remains far too difficult. A recent review of mobile booking engines showed that hotel websites typically require guests to fill in no fewer ten to fifteen form fields across three or four separate screens while completing a reservation. Given that the average guest must manage this while holding their credit card in one hand, a several-hundred-dollar piece of aluminum and glass in another, and type in these fields with, I don't know, a third hand, that's hardly the height of positive user experiences. Why are we making it so hard to do the one thing we most want guests to do?

Further, Booking.com's head of product marketing Morten Larsen recently wrote that "…one in five Booking.com customers don’t complete a reservation due to unavailability of their payment method of choice." Mobile wallets, such as those from Apple Pay, Google, Pay, PayPal and others can streamline the checkout process and can increase the options available for your guests. So, why are these so infrequently offered?

Improperly Configured Analytics
A fair percentage of guests visiting your site on mobile are likely to book via voice since, after all, they are holding a phone in their hands. But are your analytics properly configured to track clicks-to-call? For that matter, is your site properly configured to support click-to-call at all? Now, in fairness, this is less about improving conversion rate and more about measuring alternative reservations channels. But experience suggests that you may be receiving more reservations on mobile than you know, which can be skewing not only your metrics, but also any decisions you're making based on those skewed metrics about media spend or marketing efforts.

How to Make Mobile Drive Bookings for Your Hotel

Once you've identified the issues limiting your mobile website's effectiveness at driving direct reservations, you must establish an appropriate plan to correct these limitations.

First, focus on three key areas:

  • Site speed
  • Quality content
  • Rate parity

Why these three? Well, as discussed, site speed helps with both Google's mobile search index and improves overall usability — or at least perceived usability — by helping guests find the answers they need quickly. This often helps improve your search rankings and traffic, as well as helps lower bounce rate, retaining more of the traffic your site receives and lowering your costs for guest acquisition.

Quality content, both text and visuals, further enhances the guest experience. Content provides answers to the questions your potential guests may have and helps demonstrate the quality of your product. Clear, relevant content also builds trust among site visitors by addressing concerns they may have about your property and its fit for their individual stay. Content also plays an important role in overall search engine optimization and, if properly targeted and authored, may help your site rank better for specific guest queries.

Rate parity delivers multiple benefits for both you and your guests. The diffusion of disparate rates has taught guests that, if they keep looking, they're likely to find a better deal. Offering varying rates across OTA's, metasearch, and hotel websites damages trust in your direct channels by reinforcing the benefits for guests of continuing to shop around. And, when guests continue to shop around, you not only increase the likelihood that they'll book your hotel on a higher-cost channel, you also increase the risk that they'll book a different hotel altogether.

At the same time, make sure that your mobile site displays your reservations phone number prominently and that your phone number works correctly when a guest attempts to click-to-call. While many web browsers automatically convert phone numbers to clickable links, not all do. Automatically converted phone numbers may also fail to match your site's style and typically lack any tracking that shows whether they're being used. Work with your website developer and booking engine provider to put the proper code in place for your guests and for your business benefit.

Finally, work with your IBE providers to incorporate mobile payments and seamless checkout from digital wallets such as Apple Pay, Google Pay, PayPal, and the like. Experience shows not only a better mobile experience overall, but also conversion rate increases for each new payment option added.

What's Holding Mobile Bookings Back? Conclusion

We've clearly entered "the Era of Mobile." Mobile represents a large and growing segment of your site visitors. And guests expect a quality, seamless, and, yes, hospitable experience when researching on mobile. They're not going to book your property directly on mobile until and unless you can satisfy their needs there. Google recognizes this fact and actively penalizes poor mobile experience. And OTA's have invested heavily to provide guests with the information and experience they demand. Your mobile web experience — in terms of site speed, quality content, trust, and usability — must meet or exceed their expectations. Or you can continue to muddle along and keep losing traffic and transactions to OTA's and others who do take mobile seriously.

Hotel owners, management companies, and brands alike have a vested interest in addressing these concerns if they're legitimately concerned with increasing direct bookings for their properties.

Mobile bookings aren't "next year's problem." They're not a trend you can afford to ignore. Lost mobile bookings dramatically influence your business right now, pushing guests towards OTA's as their first, last, and only choice for bookings, and driving up the cost of guest acquisitions both in the near-term and down the road. Fixing the problems takes work. But it's work that's well within your capabilities. Plenty of effective solutions exist in the marketplace to help you address these needs. But you've got to begin. Right now. Because if you continue to ignore the importance of improving your guests' experience on mobile, the thing holding back mobile bookings might just be you.

Past Insights from Tim Peter Thinks

If you’re looking to learn even more about how changing customer behavior will shape your marketing going forward, 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 check out these slides I had the pleasure of presenting recently about the key trends shaping marketing in the next year. Here are the slides for your reference:

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

A version of this article originally appeared on Hotel News Now as "The Distribution Trend You Care About Most in 2019"

Tim Peter

By

May 28, 2019

Digital Gatekeepers and the Death of Organic Traffic (Thinks Out Loud Episode 247)

May 28, 2019 | By | No Comments

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


Digital Gatekeepers and the Death of Organic Traffic (Thinks Out Loud Episode 247) – Headlines and Show Notes

Digital gatekeepers and the death of organic traffic: Picture of locked gate

Does your company rely on organic traffic — whether from search, social, or something else — to drive your business? Well, I’m afraid I’ve got some bad news for you. Google, Facebook, Amazon, Apple, and the other major gatekeepers in your industry are working towards the death of organic traffic.

Fortunately, the latest episode of Thinks Out Loud offers some good news too: What you can do about it for your brand and business.

Want to learn more? Here are the show notes for you:

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 the key trends shaping marketing in the next year. Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using a Heil PR40 Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Pro X for the Mac.

Running time: 17m 40s

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

May 15, 2019

What Good is Social in An AI-Driven World? (Thinks Out Loud Episode 246)

May 15, 2019 | By | No Comments

What Good is Social in An AI-Driven World? (Thinks Out Loud Episode 246): Friends sharing media on mobileLooking to drive results for your business? Click here to learn more.


What Good is Social in An AI-Driven World? (Thinks Out Loud Episode 246) – 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 the key trends shaping marketing in the next year. Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using a Heil PR40 Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Pro X for the Mac.

Running time: 16m 40s

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

May 10, 2019

The Hotel Marketing and Distribution Trend You Care About Most This Year

May 10, 2019 | By | No Comments

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


Hotel marketing and distribution: Why Google matters

Let’s talk distribution for a minute. Yeah, I know, distribution is one of the least sexy aspects of the hotel industry. It’s also one of the most important, especially for hotel owners and independent hotel operators. Hotel owners, operators, and brands looking for ways to reduce costs and increase profitability need to continue thinking about how they’re going to acquire guests in a cost-effective manner. Also, hotel marketing and distribution are joined at the hip. And the whole topic is about about to get much, much more interesting.

Why? What’s going on here?

In a word, it’s Google. Google is what’s going on here.

The Beast That Scares the 800-lb. Gorillas in Hotel Marketing and Distribution

Google isn’t the 800-lb. gorilla of the hotel industry. No, Google is a much larger and more ferocious beast that has all the industry’s 800-lb. gorillas running for cover. Google is stealing mindshare — and potential margins — from OTA’s and other intermediaries every single day. No less an observer than Expedia CEO Mark Okerstrom plainly stated that Google represents his company’s biggest competitor. In his words, “The internet has been littered with the bodies of companies put out of business by Google.” Okerstrom’s job is to make sure Expedia isn’t one of them.

Okerstrom is right. It’s no secret guests increasingly use Google as the first stop in their decision-making journey. And with recent integrations of Google’s artificial intelligence-powered, travel booking capable Assistant into Google Maps on Android and iPhones alike, expect even greater use of the search giant when guests plan their stay. There are over 3 million searches on Google every minute, with more than half of those on mobile and roughly 20% of those using voice. That’s at least 300,000 voices searches every minute, many of them targeted towards travel. Everyone’s scrambling for share, further driving up the cost of acquiring guests.

For example, Expedia, Booking.com, and others — OK, Expedia and Booking’s subsidiary brands and metasearch channels — recognize this shift, spending more on marketing and advertising with Google to drive more traffic to their direct channels. That’s a switch, huh? But it’s a fact. To drive traffic to its sites, Booking.com paid Google in Q3 alone last year somewhere in the neighborhood of $1 billion.

Nice neighborhood, eh?

At the same time, as Google increases the amount of metasearch and paid inventory in its search results page, it’s also driving up costs for individual hotel owners and operators. Worse, without solid connectivity solutions — which far too many independent hotels lack — hotels can be shut out of Google’s latest product offerings and miss out on direct revenue opportunities altogether.

How to Deal With Google’s Domination of Hotel Marketing and Distribution

So how can you ensure you earn your rightful place at the table and gain booking share without significantly increasing your cost of guest acquisition? Here’s how:

  • Develop a comprehensive distribution strategy that includes both search and metasearch. Search is a distribution channel. And the search landscape gets more and more challenging every day. SEO, paid search, voice search, metasearch, AI, schemas, and whatever else Google rolls out next can’t be considered in isolation. Each plays a role in driving guests towards your direct booking channels and in delivering flow-through — positive or negative — towards your bottom line. Similar thinking should shape your OTA agreements. Do your internal team, website development firm, and marketing agency understand how to best make these work together to deliver the lowest total cost of distribution for your property? This is critical question that your property must get right. Otherwise, you risk continuing to fund OTA’s bidding against you in search, driving up the costs of your hotel marketing and distribution, and further risking your property’s distinct value proposition.
  • Offer destination content to gain guests earlier in their decision-making journey. Data shows that guests who start their research on OTA’s book on OTA’s. I strongly suspect the same will be true for Google before long, most likely in the form of metasearch and partnerships. Already, Google displays a remarkable number of paid listings and metasearch results before getting to organic results. This is a huge problem for hotel marketers. Why? Well, to put it bluntly, guests who don’t come to your website never get the chance to book direct. It’s critical you use content about your destination to move deeper into the long tail of search, getting guests to your site early in the journey and for terms that aren’t flooded with paid/metasearch offerings already. Google’s AI-driven search results place significant value on quality content. Give them — and your guests — something worth finding.
  • Focus on increasing conversion rates on direct channels. Here’s a simple truth: It’s always going to cost you something to get guests to contact you. You’d damn well better make sure they convert when they do. It doesn’t matter whether guests come to your website or call your reservations line; every lost opportunity increases your cost. Take a close look at where your reservations come from, how effective your direct channels are at turning interest into action, and how to improve those results to get the best return on your spend.
  • Ensure your connectivity options support Google — and potential future competitors. Do your direct channels appear in Google’s metasearch results today? Or does your property only appear via intermediaries? The latter is a clear sign you’re paying more for reservations than you should — likely much more. Make sure your team is working towards placing your property’s direct channels front and center in metasearch on Google, as well as on other metasearch partners who offer the opportunity to challenge Google in the future. Or accept the fact that you’re always going to pay more for bookings than you should. But that doesn’t seem like a good long-term plan to me.

Conclusion

Distribution funnels through a limited number of chokepoints and gatekeepers. And, at least for the foreseeable future, the number of gatekeepers continues to shrink towards just one: Google. If Expedia worries about Google eating its lunch, you might want to given the search giant some thought too. And then you want to put those thoughts into action.

Google may be the beast that 800-lb. gorillas fear. That doesn’t mean it should scare you. Individual property owners and operators may not be 800-lb. gorillas. But unlike the big guys, they can run through the jungle much faster. Think about your hotel marketing and distribution strategically and you’ll be able to outrun the big guys for a long time to come.

Past Insights from Tim Peter Thinks

If you’re looking to learn even more about how changing customer behavior will shape your marketing going forward, 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 check out these slides I had the pleasure of presenting recently about the key trends shaping marketing in the next year. Here are the slides for your reference:

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

A version of this article originally appeared on Hotel News Now as "The Distribution Trend You Care About Most in 2019"