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February 8, 2016

7 Posts Explaining How to Execute Digital Effectively: E-commerce Link Digest

February 8, 2016 | By | No Comments

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7 Posts Explaining How to Execute Digital Effectively: E-commerce Link DigestWhat’s this? A Monday edition of the E-commerce Link Digest series? Well, see, what had happened was that there were just too many good items last week, so I decided to split the post into two halves, one focused on content marketing and a second featuring this set of 7 posts explaining how to execute digital effectively. I didn’t think you’d mind. Now without any further ado, how about we lead you to the links? Enjoy:

  1. The folks over at Strategy-Business.com have put together an outstanding checklist of five steps to formalizing forward thinking in your organization. Really helpful.
  2. Forrester’s Julie Ask suggests you need to be valuable to consumers with a comprehensive app strategy, according to the team at Mobile Marketer. So, so true.
  3. Effective marketers will also want to stop chasing the next big thing in marketing and instead focus on creating seamless customer experiences.
  4. Direct Marketing News offers a great outline of what marketers should do differently in 2016 that you’ll want to review.
  5. We recently rounded-up an excellent list of 8 exceptional essays to improve your digital innovation that’s well-worth your time.
  6. Along those lines, you won’t want to miss this podcast episode from a couple weeks back that asked, “Trends for 2016: Is Execution the New Innovation?”
  7. And, finally, this collection of “20 Key Concepts for the Year Ahead: The Top Posts of 2015″ offers tons of useful tips and tricks to help you execute more effectively in 2016.

If you’re interested in learning more about making the social, mobile web work for your customers, be sure to check out these “9 Tremendous Posts About 2016’s Top Digital Trends: E-commerce Link Digest”, this collection of “8 Digital Strategy Posts to Start Your Week Right,” this set of “10 Must-Read Posts About Mobile Commerce and Content Marketing” a fun collection of posts featuring “Google, Mobile, E-commerce. What More Could You Want?” and all the rest of the entries from our E-commerce Link Digest series.

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

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

Tim Peter

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February 7, 2016

5 Super Hospitality Marketing Posts for Super Bowl Sunday: Hospitality Marketing Link Digest

February 7, 2016 | By | No Comments

5 Super Hospitality Marketing Posts for Super Bowl Sunday: Hospitality Marketing Link DigestSo, it’s Super Bowl Sunday this weekend, Big Thinkers, so I won’t tie you up with tons of setup. Instead, just enjoy these 5 super hospitality marketing posts for Super Bowl Sunday. Enjoy:

  1. Tnooz has an open letter addressed to “dear hoteliers,” suggesting six things you need to get right about Airbnb. Excellent.
  2. Speaking of Airbnb, Airbnb’s CTO and 3 tech CEOs discussed the digital platform economy at Davos. Always a good way to keep an eye on the competition and on how to keep your independent hotel safe from Airbnb (or your branded property too).
  3. Looking for more tips to sell your hotel more effectively, don’t forget that for travel marketers, content is still king.
  4. You might also want to review these 5 insightful travel marketing messages from the Hospitality Marketing Link Digest series.
  5. And, finally, you’ll really want to take a look at these 8 top-notch travel marketing posts from the past month: the top travel marketing posts of January, 2016 (plus December’s too).

OK, you’ve done your homework. Now go enjoy the game, alright?

If you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, 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 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

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

Tim Peter

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February 6, 2016

8 Killer Entries About Improving E-commerce Experience: E-commerce Link Digest

February 6, 2016 | By | No Comments

8 Killer Entries About Improving E-commerce Experience: E-commerce Link DigestHey, Big Thinkers, hope you’ve had a terrific week and have an even better week ahead. As you prep for next week, take a moment to check out these 8 killer entries about improving e-commerce experience. Enjoy:

  1. Mobile Commerce Daily outlines 3 trends that will define mobile retail marketing in 2016. Useful stuff.
  2. iMediaConnection explains how the new Facebook search will impact brand marketing.
  3. Another solid Mobile Commerce Daily piece looks at Why loyalty points may become mobile wallets’ primary currency. Very smart thinking. While we’re on the topic of mobile wallets, Quartz reports that Venmo (which they call a “beloved millennial app”), is finally trying to make some money. Both provide more evidence about why mobile payments will rule.
  4. Marketing Charts offers some great research about the impact of trust in businesses on consumer actions. The data seriously underscores why managing your reputation online remains the single most effective way to improve your brand’s digital marketing.
  5. Marketing Charts provides more great info about which experiences are customers most satisfied with. Given the importance of driving seamless experiences in 2016, it’s well worth checking out.
  6. Speaking about driving seamless experiences, Martech Advisor highlights three ways in which the CTO, CIO and CMO can collaborate on e-commerce technology, which is a great way to get there.
  7. We took a look at why content is still the king, which your fellow Big Thinkers really seemed to like. Check it out to see why.
  8. And rounding out this list of 8 killer entries about improving e-commerce experience, don’t miss this recap of 8 excellent digital delights: the top posts of January, 2016 (with bonus insights).

If you’re interested in learning more about making the social, mobile web work for your customers, be sure to check out these “9-Plus Must-Read Insights Featuring 2016’s Top Digital Trends”, this collection of “8 Digital Strategy Posts to Start Your Week Right,” a fun collection of posts featuring “Google, Mobile, E-commerce. What More Could You Want?” and all the rest of the entries from our E-commerce Link Digest series.

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

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

Tim Peter

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February 4, 2016

6 Key Trends Driving E-commerce in 2016 (Thinks Out Loud Episode 151)

February 4, 2016 | By | No Comments

6 Key Trends Driving E-commerce in 2016 (Thinks Out Loud Episode 151)

6 Key Trends Driving E-commerce in 2016 (Thinks Out Loud Episode 151) – Headlines and Show Notes

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

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica ATR2100-USB Cardioid Dynamic USB/XLR Microphone into Logic Express 9 for the Mac.

Running time: 13m 42s

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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February 2, 2016

8 Top-Notch Travel Marketing Posts from the Past Month: The Top Travel Marketing Posts of January, 2016 (Plus December’s Too)

February 2, 2016 | By | No Comments

8 Top-Notch Travel Marketing Posts from the Past Month: The Top Travel Marketing Posts of January, 2016 (Plus December's Too)¡Hola, Big Thinkers! OK, so as it happens, I’m in Austria this week (not Spain, as the opening of this would have you believe). But, y’know, I’m still feeling fairly continental—and don’t really know how to say “Hi” in German. But since it’s early in February, it seems like it’s time to round-up the most popular travel marketing posts here on Thinks from the past month. So without further ado, take a moment to check out these 8 top-notch travel marketing posts from the past month: the top travel marketing posts of January, 2016 (plus December’s too). Enjoy:

  1. Leading off, we’ve got this collection of “5 Fantastic Insights Into 2016 Travel Marketing Trends” from our Hospitality Marketing Link Digest series. Don’t miss it.
  2. Possibly my favorite post from the past month—to say nothing of how your fellow Big Thinkers liked it—was this past post that explained how “For Travel Marketers, Content is Still King.” Don’t miss it.
  3. Another post you all loved was this round-up of these “16 Key Insights: The Top Travel Marketing Posts of 2015.” Seriously good stuff.
  4. Y’all must love the Hospitality Marketing Link Digest series, which would explain why we’ve got two in the top four, including these “6 Travel Marketing Must-Reads to Kick Off the Year.” Nice.
  5. Even though it only went live a few days before the end of the month, this look at “How Google, Uber, and Foursquare Plan to Revolutionize Travel” immediately shot into the top five for the past month. Pretty cool, eh?
  6. Finally, we’ll round out this month’s list with a pair of Hospitality Marketing Link Digest posts. The first collects “5 Fantastic Travel Marketing Posts from the Past Week” while the second offers “5 Insightful Travel Marketing Messages.” Glad you loved the whole list.

What? You thought we were done? Oh, I don’t think so. See, what happens every year is that once I present the top travel marketing posts of the past year, the best of December gets lost in the shuffle. But not this time. So in addition to the top posts from January, check out the best travel marketing posts from December, 2015. And, as ever, enjoy:

The Top Travel Marketing Post of December, 2015

  1. Oh. My. God. Not only was this post that asked, “Is Social a Waste of Time for Hotel Marketers?” among the top travel marketing posts of December, 2015, but it just barely missed out on the top posts of the year. Check it out for yourself to see why.
  2. Another hugely popular post was this look at “Content Marketing For Hotels: 2016’s Must-Watch Trend.” Good stuff.
  3. Another Hospitality Marketing Link Digest entry is up next, this one a collection of “8 Great Posts About 2016’s Top Trends.” Cool.
  4. This group of “7 Travel Trend Insights: The Top Travel Marketing Posts from November, 2015″ made it into the top posts from December, 2015.
  5. And finally, this group of “8 Excellent E-commerce Insights to Round out the Year” and these “5 Fantastic Hotel Marketing Trends” from the Hospitality Marketing Link Digest series close out this recap of the top posts from December, 2015.

If you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, 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 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

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

Tim Peter

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February 1, 2016

8 Excellent Digital Delights: The Top Posts of January, 2016 (With Bonus Insights)

February 1, 2016 | By | No Comments

 8 Excellent Digital Delights: The Top Posts of January, 2016 (With Bonus Insights)Welcome to February, Big Thinkers. And you know what that means: time to round up: the very best of the past months here on Thinks for the past month. So without further ado, I give you these 8 excellent digital delights: the top posts of January, 2016 (with bonus insights). Enjoy:

  1. By far the biggest post of the past month was our year-end recap of “20 Key Concepts for the Year Ahead: The Top Posts of 2015.” It’s a hugely popular post each year and, if I do say so, does a nice job of collecting the key insights your fellow Big Thinkers found most useful over the preceding 12 months. Check it out to see what made this year’s list.
  2. Although we only published this next post, “Content is Still the King,” with a few days to go in the month, it rocketed to the top of the list. Which, when you think about the important role content marketing plays in driving your business success, makes a ton of sense, really.
  3. These “8 Exceptional Essays to Improve Your Digital Innovation” from the ongoing E-commerce Link Digest series also gained a lot of ground in just a week. Really good round-up, really. Glad you all enjoyed it.
  4. You all loved this episode of Thinks Out Loud, our weekly e-commerce and digital strategy podcast, that looked at “Driving Seamless Experiences in 2016.” And, frankly, I’m glad you did. Give it a listen again to see why for yourself.
  5. Another E-commerce Link Digest enters the list at #5, this one a cool collection of “9 Tremendous Posts About 2016’s Top Digital Trends.” Tremendous, indeed.
  6. You chose another Thinks Out Loud episode next, which examined “The State of E-commerce in 2016.” Good stuff.
  7. And yet another episode of Thinks Out Loud, “4 Necessary New Year’s Resolutions for Digital Marketing Success” cruises into the #7 position in this month’s list.
  8. Although it’s a little off-topic from what we normally talk about around here, this post that reflected on David Bowie’s passing and the meaning of “Authenticity” really seemed to resonate with your fellow Big Thinkers and closes out this month’s round-up of the top posts of January, 2016.

But, wait. We’re not done yet. See, when I collect the top posts from the prior year each January, I usually skip providing a month-end recap for December. So, as a bonus for you here are…

The Top Posts from December, 2015… too

  1. First, these “10 Must-Read Posts About Mobile Commerce and Content Marketing” from the E-commerce Link Digest series lead us off in style.
  2. Next, this look at “Trends for 2016: Is Execution the New Innovation?” from our Thinks Out Loud podcast provides a nice complement to the list.
  3. Another big trends post that proved popular among your friends here at Thinks was “2016’s Top Trends: Make Room For Mobile Video.”
  4. Many folks seemed to enjoy this Thinks Out Loud episode that examined “Three Trends to Watch in 2016″ in detail.
  5. And, finally, we’ll close with “A Big Round-Up of Marketing Posts Featuring 2016’s Top Trends” from the E-commerce Link Digest series. Give it a look when you get a moment

And there you have it Big Thinkers. The top posts of January, 2016 (and bonus insights from December, 2015) to keep you tuned into what matters to your friends here at Thinks. Miss anything? Feel free to subscribe via email or RSS so you won’t going forward.

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

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

Tim Peter

By

January 29, 2016

7 Perfect Posts To Drive Content Marketing Success: E-commerce Link Digest

January 29, 2016 | By | No Comments

7 Perfect Posts To Drive Content Marketing Success: E-commerce Link DigestI’m heading out for the next leg of this year’s world tour, Big Thinkers. Hope you have a great weekend ahead. While you’re relaxing, take a moment to review these 7 perfect posts to drive content marketing success. Enjoy:

  1. CMO.com leads us off with their new series on decoding modern marketing. Good stuff, featuring a fair emphasis on content to differentiate and drive your brand.
  2. Marketing Charts notes that marketers and agencies differ on spending changes in 2016. That’s not really “news,” in that that happens every now and again. What is news though are the areas where they differ. Check out the whole thing to see for yourself.
  3. One place where marketers ought to put their dollars, according to Luxury Daily, is on creating consolidated, focused messaging to help fight disruption.
  4. Continuing today’s content marketing theme, Social Media Explorer has put together an excellent guide to help you in making the case for long form content for your organization. Great read.
  5. Luxury Daily explains why dream-based storytelling captures attention of larger demographic. Too true.
  6. Social Media Today collects a set of tips on crafting evergreen content.
  7. Given all this focus on content marketing, you won’t be surprised to find out that here at TPA we remain confident that content is still the king (that’s true for travel marketers, too). You might also want to review a recent podcast episode that asked—and answered—“What’s Stirring This Christmas? Content Marketing.” Consider it a belated present from me to you.

If you’re interested in learning more about making the social, mobile web work for your customers, be sure to check out these “9 Tremendous Posts About 2016’s Top Digital Trends: E-commerce Link Digest”, this collection of “8 Digital Strategy Posts to Start Your Week Right,” this set of “10 Must-Read Posts About Mobile Commerce and Content Marketing” a fun collection of posts featuring “Google, Mobile, E-commerce. What More Could You Want?” and all the rest of the entries from our E-commerce Link Digest series.

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

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

Tim Peter

By

January 27, 2016

Stop Chasing the Next Big Thing in Digital (Thinks Out Loud Episode 150)

January 27, 2016 | By | No Comments

Stop Chasing the Next Big Thing in Digital (Thinks Out Loud Episode 150) – Headlines and Show Notes

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

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: 12m 26s

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

January 26, 2016

How Google, Uber, and Foursquare Plan to Revolutionize Travel (Travel Tuesday)

January 26, 2016 | By | No Comments

How Google, Uber, and Foursquare Plan to Revolutionize Travel (Travel Tuesday)I’ve said for a long time how, when it comes to e-commerce generally and mobile commerce specifically, we’re still living in the cave painting days. You might think that sounds crazy, but it’s true. A group of stories from the past couple days only serves to highlight that point—and to provide travel marketers for a better sense of where we’re heading.

First up, Koddi explains Google’s new Trip Planning capabilities, noting

“Within a few clicks, the user can get destination details on flights, hotels, restaurants, points of interest, weather, and general travel info like popular times to visit. This information has always been available in Google’s ecosystem, but now it exists in an easy to consume format.”

Now this is all “top of funnel” activity, targeting guests early in their travel shopping experience. But it also connects a ton of activities that travelers typically spread across a number of sites and sessions. Time will tell whether your guests accept Google as their go-to source when planning their entire journey, but it’s an early indicator that maybe we’ve used the term “online travel agent” too aggressively, without providing the concierge-style, end-to-end service that travelers actually need when planning their itineraries.

Also looking to accommodate travelers during the planning stage, Foursquare has built a social trip planning tool, says The Next Web:

“…type where your next trip will take place—whether it’s Sonoma, California or Shanghai, China—and Foursquare spits out an easy to manage URL to share with friends and family through every practical communication method. Foursquare promises to tabulate responses into a map to point you towards specific places suggested by friends. The resulting map is then saved to your phone.”

Note how seamlessly this new functionality incorporates mobile and social into the travel shopping experience. Foursquare clearly recognizes how integral a role social and mobile play for travelers—and have made them a key component of the overall travel planning process, not an afterthought.

Not to be outdone, Uber’s getting into the mix with its new “Trip Experiences” offering. Business Insider explains:

“The idea behind Trip Experiences is to make the apps on your phone smarter, or more “magical,” during an Uber ride. That could mean Spotify knows how much time you have in the car and queues up the perfect playlist. Or maybe your favorite news app knows to show you a 10-minute briefing of the day’s headlines.”

Obviously, Uber’s playing to its strengths here, worrying more about the rider’s experience than anything else. But—and this is key—they’re only just beginning to explore where this will go. As the Business Insider article continues:

“Uber’s Saad thinks apps having knowledge of your trips could unlock entirely new use cases, like a hotel app being able to check you into your room as you arrive in an Uber car. Trip Experiences may start off as something simple, like a time-tailored news briefing, but eventually they could make all the apps you use smarter.”

Um… yeah. That would be something, huh? Again, remember we’re still in the cave painting days.

Clearly, we’ll have to see whether travelers will shift towards making Uber, Google, or, for heaven’s sake, Foursquare(!) a core part of their travel planning and stay. But they’ve certainly embraced Booking.com, TripAdvisor, Expedia, and Travelocity over the last decade-plus—and all of those players started with far less mindshare.

The key takeaway from all of this is to note who’s working to improve the overall travel experience—and who isn’t. Hotels and airlines have a role to play here. And generally, could be doing a much better job. While you might welcome new entrants—and probably should—to increase competition with the major travel intermediaries and, ultimately, lower your costs, be conscious of whether you’re merely substituting one gatekeeper between you and your guest for another.

Ultimately, we’re all looking for the right way to provide the best experience all through the traveler’s journey—and to profit from providing that experience. As Marcelo Sapone writes over on PSFK:

“Up until this point, technology’s central design principle was to take humans out of the picture. Yet of course, this is fundamentally at odds with the concept of hospitality, which is wholly concerned with where it can harness the power of human touch… In many ways we simply haven’t gotten around to creating hospitality tech yet. Right now, our apps are focused on services as a transaction and the ways to make them more efficient. However, real service is defined as a relationship, not a one-way transaction.”

There’s no doubt that with these new offerings, Google, Uber, and Foursquare plan to revolutionize travel. So do Expedia, TripAdvisor, and Priceline. And plenty more are waiting in the wings, planning their attack. Plenty of opportunities exist to help guests all through the travel experience. The question is whether you’re ready to get out of the cave.

If you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, 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 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

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

Tim Peter

By

January 26, 2016

Content is Still the King

January 26, 2016 | By | No Comments

Content is Still the KingLast week, I wrote that for travel marketers, content is still the king. Well, that’s not just true for travel marketers. The simple fact is that we’re all publishers now and that your customers increasingly rely on the information they find on your website, blog, and social media channels while making purchase decisions. Research from Fleishman-Hillard shows customers value a variety of content during their shopping, including information from you.

And using content to develop a relationship with your customers started really matters. According to Adobe:

“Only 23 percent of consumers trust content from companies whose products they don’t buy, but if the source is a company from whom they do purchase products and have a relationship, that number nearly doubles to 43 percent.”

Creating useful content that solves customer needs both attracts potential customers and builds those trusted relationships.

Oh, and consumers aren’t the only ones who rely on that information. Search Engine Land highlights a recent study from Backlinko that shows Google depends on quality content too:

“Basically, top-ranking content had a high estimated authority, and that content that ranked well was likely comprehensive in nature.”

So, what kinds of content should you be looking at? Here are a few options for you:

  • Blog posts
  • Articles
  • White papers/ebooks
  • Case studies
  • Press releases
  • Videos
  • Podcasts
  • Images
  • Community management/message boards
  • Polls/proprietary research
  • Newsletters (Electronic/print)
  • Advertorials
  • Slideware/presentations
  • Product demos

Even better, most of this content can work in a variety of formats, providing you more than just one outlet to attract those customers and start building those relationships. For instance, an interview with a customer or expert within your company can offer multiple uses, first featuring the interview as a video or podcast, then using a transcription or excerpts from the interview for blog posts, then crafting a presentation featuring the case study, and finally writing the case up as a whitepaper. You can change forms to target new audiences, and to extend the content’s reach and lifespan.

Given all the changes in the ways your customers find, shop, and buy products and services, content marketing plays an even greater role in helping you connect with your customers. With few exceptions, you’ll want to look closely at the content you’re offering your customers, determine what’s working and isn’t—from your customer’s point of view—and expand in those areas best suited to help them make a decision. Otherwise, you risk losing your brand story in an increasingly crowded and cluttered content environment.

So, yes, content is, was, and always shall be king. It’s time for you to attend to the king.

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

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