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Tim Peter

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April 24, 2015

10 Awesome E-Commerce, Mobile, and Millennial Marketing Posts: E-commerce Link Digest

April 24, 2015 | By | No Comments

Millennial marketing, e-commerce, and mobile newsIt’s been a great week here at Thinks Central, folks. Hope you’ve had an amazing week too. Why not take a minute and check out this list of 10 awesome e-commerce, mobile, and Millennial marketing posts? They’re a great way to finish out this past week and set yourself up for success in the days ahead. Enjoy:

  1. Mobile Commerce Daily explains how mobile is transforming the grocery/CPG business. Hang with me for a second; I’ll come back to why this is a very big deal in just a moment or two.
  2. Jalopnik points out that everyone was wrong, Millennials buy a ton of cars. It seems the real reason Millennials weren’t buying any cars for a while had more to do with money than any specific shift in buying behavior. Now that they’re getting their hands on a little more cash, they’re buying more cars than any market segment than Boomers. Given that Millennials outnumber every demographic except — and possibly including — Boomers, this is a really significant development. More on this in a moment, too.
  3. Adding to the story, Quartz notes that in 7 of Africa’s leading economies one-third of mobile users pay with their phones, which leads us to…
  4. Take those three prior articles, put them all together, and you’ll understand what I’m talking about when I highlight the big lie about mobile commerce everyone’s telling right now. We’re in the midst of a (silly, stupid) mobile commerce backlash, but with increasing use of mobile across all product categories, growth in Millennials’ — the original mobile generation — purchasing power, and the rise of mobile purchasing in loads of markets, that’s a really short-sighted attitude.

    To highlight exactly how short-sighted, note that in a recent interview with eMarketer, Deloitte & Touche US Telecom sector leader/vice-chairman Craig Wigginton said, “Twenty-four percent of the millennials check their smartphone immediately upon waking, and that was excluding the alarm feature. That jumps to 52% within 5 minutes of waking. Almost half of the millennials—45%—check it more than 200 times a day” and “Nearly half of the millennials—48%—indicate an interest in making payments. I think they are really going to be early adopters and help drive a lot more of the mobile payment penetration in the US.” So, um… yeah. Really short-sighted. We’re still in the early days of mobile e-commerce. Expect big things to come.

  5. While we’re on the topic of mobile e-commerce, we recently took a look at what The Gap can teach us about mobile e-commerce. Good stuff.
  6. eMarketer notes that mobile advertising is farther along than you think.
  7. Sticking with mobile for another moment or two, Search Engine Land says Google’s mobile friendly update is not a disaster, but an opportunity. Absolutely. Good read overall.
  8. Moving to e-commerce more generally, Luxury Daily asks, “should luxury brands stop avoiding e-commerce?” As you might imagine, the answer to this is an emphatic “Yes. Yes. A thousand times, yes.”
  9. Marketing Charts has data showing that A/B testing is considered the most effective landing page optimization method. You should be sure to check out our past A/B testing coverage for more.
  10. And, finally, Skift breaks down some key insights about how Disney built its Magic Band+ that Fast Company just reported on. Very cool info, and a great companion to this look at 4 keys to executing on digital. All in all, a terrific way to round-out this week’s list.

I hope you enjoyed these 10 awesome e-commerce, mobile, and Millennial marketing posts from the past week. Make sure to check out other entries from our E-commerce Link Digest series, including these
5-plus can’t miss mobile commerce and marketing posts from the past week
, these 9 superb social and mobile e-commerce missives, these 6 quick e-commerce and digital marketing winners, as well as these “9 Amazing Millennial, Mobile and Digital Marketing Columns: the Top Posts from March” when you get a moment, too.

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

You can also check out these slides I had the pleasure of speaking to a great audience yesterday about how to lead digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

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

Tim Peter

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April 22, 2015

The Coming Mobile E-commerce Backlash – And Why It’s Wrong – Thinks Out Loud Episode 120

April 22, 2015 | By | No Comments

Mobile e-commerce backlash

The Coming Mobile E-commerce Backlash – And Why It’s Wrong – 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: 15m 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

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April 21, 2015

Why Mobile Matters for Hotel Marketing (Travel Tuesday)

April 21, 2015 | By | No Comments

Mobile matters for hotel marketingAs mentioned yesterday, lots of folks are lying to you about how large a role plays in e-commerce. Well, in travel, the numbers are even more staggering. There’s data showing that 25% of all “digital consumer travel transactions” happen on mobile, according to Criteo (and reported by Skift).

Last July Nucleus released data showing a 200% YOY growth in mobile travel bookings and those numbers continue to climb. And as far back as last February, we were arguing in a post called “It’s Time You Take Mobile Seriously. Here’s Why” about the size of the mobile market:

“…roughly 90% of all guests researched their travel options online at some point, and half of those conducted some of their research on a mobile device, according to two separate Google studies.”

Seems pretty convincing to me.

Of course, the mobile story is not all sunshine and rainbows, I’m afraid. For instance, mobile can drive up your cost of reservations. Fortunately, I’ve rounded up four ways to prevent increased mobile reservations costs, including improving your website content, increasing your phone conversion rate, and looking at up-selling/cross-selling to drive up the revenue you receive per stay.

But, in any case, the point remains: Mobile’s here to stay. Don’t fall for the mobile backlash or anyone who says this is just “a passing fad.” Or, be prepared for even more staggering numbers that leave you in the dust.

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

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


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

Finally, you might also want to check out 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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April 20, 2015

The Big Lie About Mobile Commerce Everyone’s Telling Right Now

April 20, 2015 | By | No Comments

The big lie about mobile commerce everyone's telling right now: Couple shopping on mobile in storeUgh. Are we really doing this again? Every so often, just as significant shifts start to occur among consumers, someone comes along to tell you, “move along, nothing to see here.” It happens again and again and again. Just before e-commerce really took off in the mid-90′s Newsweek’s Clifford Stoll explained why the web would not offer nirvana (my favorite line: “…how come my local mall does more business in an afternoon than the entire Internet handles in a month?” Anyone notice that the local mall is fighting for its life right now?). It happened again with social in the the very early years of this decade as “social media fatigue” set in. Or, as Malcolm Gladwell noted, “Social media is still not a big deal.” Then Facebook went and made $2.94 billion in profit (To be fair to Gladwell, he was really debating the benefits and costs of social media during the “Arab Spring” of 2010-2011. But several scholarly reviews suggest social media played a significant role there, too).

And, now, we’re starting to see the same big lie about mobile commerce. For instance, our good friends at eMarketer share some data from comScore, stating “Despite Time Spent, Mobile Still Grabs Minute Share of Retail Dollars”. Here’s the best quote:

“…research released last month by comScore illustrates mobile’s sliver of the overall digital retail dollar pie.

According to the study, smartphones and tablets accounted for 60% of time spent engaging with digital retail content in Q4 2014, vs. 40% for desktop. However, there was a 47% monetization gap between the two, with desktop taking 87% of digital retail dollars, leaving mobile to account for just 13% of the total $82.8 billion US retail ecommerce sales in the final quarter of last year.”

First, 13% of $82.8 billion is roughly 10.8 billion dollars. So, y’know, that’s not exactly a terrible number. Second, don’t forget that digital influenced some $1.2 trillion in retail sales last year alone. And, since comScore’s numbers flatly state that 60% of time engaging with digital happened on smartphones and tablets, it seems highly likely a healthy chunk of that influence comes from mobile. Even if we allocate “only” 13% of the benefit to mobile, that’s still $156 billion on top of the $10.8 directly attributed. Heck, even in the Facebook earnings I mentioned earlier, 69% of their revenues in Q4 came from mobile users.

This kind of fuzzy-headed thinking about mobile’s “sliver of the overall digital retail dollar pie” abounds right now.

In another study eMarketer cites, you’ll find this gem:

“In a September 2014 Annalect survey of US smartphone users ages 19 to 33, 40% said they use their smartphones “to make an actual purchase,” vs. 65% doing so via computer.”

Jeez, only 40%. How will we ever survive?

Remember, mobile commerce didn’t exist at all 8 years ago. And Millennials — who also had limited influence as a market segment during that same period — will outnumber Baby Boomers by the end of this year (Actually, that’s the conservative estimate. US Census data says they actually overtook Boomers in 2012. But, whatever. It’s “only” 40% <eyeroll>).

You’ll pardon the snark (I hope). That doesn’t tend to be my style.

As Bill Gates wrote in his book “The Road Ahead,”

“We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.”

Now, Bill Gates has been on the forefront of a couple of huge shifts in consumer behavior during the course of his career and, notably, missed a couple of others. And it’s tough to say whether we’re two years away or 10. But my money’s on two. Or fewer. Why? Both for the reasons I mentioned above as well as others I’ve addressed here on the blog a time or two.

Gates concludes his thought about predicting consumer change by saying, “Don’t be lulled into inaction.” When it comes to mobile commerce, that’s really good advice. And that’s no lie.

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

You can also check out these slides I had the pleasure of speaking to a great audience yesterday about how to lead digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

x

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

Tim Peter

By

April 17, 2015

10 Must-Read E-Commerce, Search, and Mobile Posts: E-commerce Link Digest

April 17, 2015 | By | No Comments

10 Must-Read E-Commerce, Search, and Mobile PostsWhat a huge week we’ve had around here, Big Thinkers. Hope you’re knocking it out of the park and having a fabulous early April, too. Without any further ado, take a peek at these 10 must-read e-commerce, search and mobile posts from the past week. Enjoy:

  1. Marketing Charts has a retail e-commerce roundup showing market shares, attractiveness, and more. Cool.
  2. In other e-commerce news, Mobile Commerce Daily says that mobile ticketing transaction volume to double by 2019.
  3. AdExchanger offers up a marketer’s guide to cross-device identity. Good stuff.
  4. Also on the mobile front, Media Posts has data showing 40% of email clicks happen on mobile. While not hugely surprising, those are big numbers and represent one of the reasons why mobile email matters.
  5. BBC News reports on the EU accuses Google Shopping of search ‘abuse’ and I ask “Is This the Death of Google?” while Mashable quotes venture capitalist Paul Kedrosky as saying Google is, um… well, screwed. Hyperbolic headlines aside, this is likely going to represent a really big deal for the search giant — and its competitors — over the coming months.
  6. TechCrunch says LinkedIn raises its game in social media with Elevate, an app to suggest and share stories. Given the importance of content marketing for most businesses today, this is a development worth watching.
  7. TechCrunch also has a great piece on the power of earned media in social images. Very clever idea.
  8. Our old friends at GetElastic provide an infographic guide to cross-selling. I’ve written a white-paper about cross-selling and upselling that you can download from this collection.
  9. You won’t want to miss this post that says “Wow! Digital Influenced $1.2 Trillion In-Store Last Year.” Just a clear sign that digital works.
  10. And, finally, check out this podcast episode that explains
    why millennials matter
    as well as these
    9 amazing Millennial, mobile and digital marketing columns: the top posts from March
    when you get a chance.

And there you go, folks; 10 must-read e-commerce, search and mobile posts from the past week. Looking for more? Then don’t miss past entries from our E-commerce Link Digest series, including these
5-plus can’t miss mobile commerce and marketing posts from the past week
, these 9 superb social and mobile e-commerce missives, these 6 quick e-commerce and digital marketing winners, and the rest of our E-commerce Link Digest series here.

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

You can also check out these slides I had the pleasure of speaking to a great audience yesterday about how to lead digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

x

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

Tim Peter

By

April 16, 2015

Is This The Death of Google? Thinks Out Loud Episode 119

April 16, 2015 | By | No Comments

Shifts in mobile and antitrust combined may lead to the death of Google

Is This the Death of Google? – 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: 15m 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

April 14, 2015

The Big Myth About Digital Strategy (Travel Tuesday)

April 14, 2015 | By | No Comments

Big myth about digital strategyIn my columns for Hotel News Now over the last year or so, I’ve looked at 3 ways to compete with OTA’s, how to use your data to drive growth for your hotel and minimize the cost of using intermediaries. But this month, it seemed worthwhile to question the whole underpinning of your digital marketing, e-commerce, and distribution strategy. In particular, I wanted to explore a big myth about digital strategy:

“One of the biggest myths surrounding digital strategy is its overarching emphasis on the digital component. Sure, digital is important, but it’s not the whole enchilada. I realize that might sound weird to many of you—particularly coming from a digital strategy consultant—but so much of what makes digital work is more about your organization’s culture and leadership than anything to do with distribution dominance, paid search prowess or social marketing mastery.

When you hear people around you talk about companies that have “digital in their DNA,” what they mean is the company succeeds despite the rapid changes we’re seeing in the marketplace—they don’t depend on any specific channel or tactic to achieve their goals and aren’t caught off-guard when the market suddenly shifts from search to social or from online travel agency to meta. Digital winners don’t divide their world solely into OTA or direct, search or social, media or mobile to drive reservations and revenue.”

Curious about the rest? Be sure to read the whole column at Hotel News Now.

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

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


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

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

Tim Peter

By

April 12, 2015

8 Exceptional Hospitality Marketing Posts from the Past Week: Hospitality Marketing Link Digest

April 12, 2015 | By | No Comments

8 Exceptional Hospitality Marketing Posts from the Past WeekHope you’re all having a lovely spring weekend, Big Thinkers. We’re finally starting to warm up around here; hope you are too. But when you come back inside, take a moment to review these 8 exceptional hospitality marketing posts from the past week. Enjoy:

  1. The LA Times says the flood of travel websites may be pushing up demand for human travel agents. How’s that for irony?
  2. While we’re on the OTA vs. traditional travel agents discussion, check out Tnooz’s look at the unspoken reality of the online travel agency sector (hello, frenemies). Good stuff.
  3. And, continuing the theme, be sure to review this post: “Warning: Don’t Get Swept Away By Search, Meta, and OTA Shifts.” You’ll be glad you did.
  4. My latest column for Hotel News Now explores the big digital strategy myth. Check it out when you get a moment.
  5. Skift reports that mobile devices now generate 25% of all digital travel transactions in the US. That’s a pretty big deal.
  6. Ryan Solutions asks how many people actually click the social icons in your emails. Good question and an excellent answer.
  7. We recently rounded-up 5 key facts about mobile, Millennials, and hotel marketing.
  8. And, finally, you’ll also want to review these 5 fantastic travel marketing posts: the top posts from March.

And there you have it folks. 8 exceptional hospitality marketing posts from the past week. Be sure to check back with us, or subscribe to the blog, to learn more every day.

Looking for even more of the best hospitality marketing advice and insights? Then don’t miss “The 5 Most Shared Travel Marketing Posts This Week,” “The 6 Best Travel Marketing Posts This Past Week,” these “6 Superb Hotel Marketing Insights,” and these “6 Totally Brilliant Travel Marketing Posts,” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

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

Plus, don’t miss these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

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

Tim Peter

By

April 10, 2015

5-Plus Can’t Miss Mobile Commerce and Marketing Posts from the Past Week: E-commerce Link Digest

April 10, 2015 | By | No Comments

Young woman shopping on phone: can't miss mobile commerceI know, I know. You’re really busy and don’t have much time to spare. I feel your pain. How about we skip the setup this week, and instead just get right to the links? Here you go: 5-plus can’t miss mobile commerce and marketing posts from the past week. Enjoy:

  1. Leading off is a great Benedict Evans post that looks at messaging and mobile platforms. Benedict really understands where mobile is heading and always makes for a great read. Benedict’s post was also the inspiration for this week’s episode of Thinks Out Loud, which explored the mobile-social commerce connection in detail. Check it out when you get a chance.
  2. Next up, we’ve got a pair of stories about how different businesses are trying to adapt to the changing marketplace. eMarketer notes how SMBs put their money where success is: websites, while Mobile Commerce Daily offers this story about Myntra taking a leap-of-faith with its mobile app by closing its Web site. Clearly, those represent two different responses to the same situation. I believe Myntra’s intentions are good, but their strategy is seriously flawed. Yes, mobile is huge and getting, um, huge-r (influencing greater than $1.2 trillion in-store last year; and don’t miss this round-up of the fastest-growing retail digital commerce categories in 2014 for more). But you don’t win in the current environment by restricting your customers’ choices. So kudos on their commitment to mobile, conceptually. But “boo” on how Myntra handled it in practice.
  3. Marketing Charts reports that more mobile phone users made mobile payments, while Mobile Commerce Daily asks “what will win the day for mobile wallets?” Given the importance of digital wallets for e-commerce in the coming years, you’re really going to want to check these out.
  4. You also might want to check out Episode 117 of Thinks Out Loud, which says, “No Fooling: Digital Works” along with its companion pieces, “4 Keys to Executing On Digital” and “Putting Digital to Work: 4 Key Actions to Drive Digital Transformation.” You should find them helpful as you work through the many issues surrounding digital marketing, mobile, and e-commerce in the current marketplace.
  5. Finally, this is hardly the first time we’ve looked at these topics around here. In fact, you should check out these 9 amazing Millennial, mobile and digital marketing columns: the top posts from March for more.

There you have it, Big Thinkers; 5-plus can’t miss mobile commerce and marketing posts from the past week. Looking for more? Then don’t miss past entries from our E-commerce Link Digest series, including these 9 superb social and mobile e-commerce missives, these 6 quick e-commerce and digital marketing winners, and the rest of our E-commerce Link Digest series here.

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

You can also check out these slides I had the pleasure of speaking to a great audience yesterday about how to lead digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

x

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

Tim Peter

By

April 8, 2015

The Mobile-Social Commerce Connection – Thinks Out Loud Episode 118

April 8, 2015 | By | No Comments

Mobile-social commerce connection

The Mobile-Social Commerce Connection – Headlines and Show Notes

And since I talked about it during the show, 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: 13m 15s

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: