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Tim Peter

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August 4, 2014

6 Must-Read Digital Marketing and E-commerce Posts from July

August 4, 2014 | By | No Comments

Top digital marketing and e-commerce blog postsIt’s that time again, Big Thinkers. Time to round-up your most favorite, must-read digital marketing and e-commerce posts from last month. And there’s some great stuff this time around.

Long-time readers of this series will note that I haven’t included any Travel Tuesday posts in this list. Beginning this month, I’ll be breaking those out separately. Look forward to a dedicated list of the top Travel Tuesday posts of July tomorrow. Anyway, here’s the the list of this month’s must-read digital marketing and e-commerce posts:

  1. The most popular post of all this past month explored “The Shocking Truth About Millennials and Digital Media”. Given the influence that millennials have on digital marketing, I guess that’s no surprise. But the data is. So check it out when you get the chance.
  2. I announce my E-commerce and Internet Marketing All-Stars every year in July, and this year’s collection, “The 2014 E-commerce and Internet Marketing All-Stars: The Top 9 Blogs,” was the second most popular post this past month. Take a look and see why.
  3. Posts that examine trends in detail tend to be very popular each month. Which helps explain this look at the “7 Reasons E-commerce Growth Has Nowhere to Go But Up” attracted so much attention in July.
  4. eBay made a huge SEO error, one that’s going to cost them about $200 million in revenue this year. “Panda Attacks: What You Can Learn from eBay’s E-commerce SEO Mistake” helps uncover what happened — and how you can keep it from happening to you.
  5. Thinks Out Loud, my weekly podcast, provides the next entry in this list, this time with Episode 82: “Mobile and E-commerce Go Hand-in-Hand.”
  6. Oh, and Thinks Out Loud also offers up Episode 79, “What Works in Digital Today?” to round out this month’s list of the top digital marketing and e-commerce posts.

Interested in learning even more about the future of 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.” 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 review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. Again, it was built for a travel audience, but its lessons apply across industries. The full deck is here:

And, 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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July 24, 2014

Panda Attacks: What You Can Learn from eBay’s E-commerce SEO Mistake

July 24, 2014 | By | No Comments

E-commerce SEO tipsFor the last week or so, I’ve been looking at ways to improve your overall e-commerce effectiveness, noting why e-commerce will continue its strong growth, and why e-commerce and mobile go hand-in-hand. But search remains a huge part of effective traffic driver for many businesses. The question you need to worry about: Is your e-commerce SEO up to snuff?

You see, eBay, who you’d think would be really good at both e-commerce and SEO, committed one of Google’s deadly sins: They presented consumers with a large number of thin, uninteresting pages. And Google struck back, delisting tons of pages and cutting eBay’s search engine traffic by greater than 33% (according to Search Engine Land). Well, earlier this week, we all learned that this Panda penalty will cost eBay almost $200 million in revenue this year.

Um… yikes.

The only good news from this story is that you don’t have to let this happen to you. Instead, you can learn from eBay’s mistakes to improve your e-commerce SEO — and stay in Google’s good graces. Here are a few ideas on how to do that:

  • Provide your customers useful, helpful, relevant content. Ebay’s biggest problem, by far, was the number of truly awful pages on their site, with many showing a product image, headline, and little else. Create rich, detailed product descriptions for your products and services, work to attract relevant links from appropriate channel partners, and continue to improve your site’s response time to demonstrate to Google — and to your customers — that you offer quality content.
  • Focus on your most important product pages. Your time is your most valuable resource. Don’t waste it worrying about the pages and products no one sees. Instead, put your web analytics and sales data to work, see which products and pages your customers spend the most time with, then focus on improving those pages first. Over time you can then roll out what you’ve learned to the rest of your site.
  • Mobile matters. I know, I know. I’ve talked about the importance of mobile in search and e-commerce for a while now. But I’m serious. It really matters. Mobile now accounts for at least a third of all search traffic. And Google has admitted that mobile-friendly sites rank better in mobile search than those that make it hard for customers to browse, shop, and buy. Regardless of Panda or anything else Google may do, you risk losing customers to competitors if they can’t find your site in Google — or use it when they arrive. Improve your overall e-commerce usability and your mobile presence to help your customers

I’ve looked at each of these items in more detail — plus offered 5 more e-commerce SEO tips — in my latest Biznology column: e-Commerce SEO: How to avoid eBay’s $200 million Panda mistake. Check out the entire list when you get a moment.

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.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. Again, it was built for a travel audience, but its lessons apply across industries. The full deck is here:

Finally, you might also enjoy some of our past coverage of the e-commerce and how to make it work for your business, including:

Tim Peter

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July 23, 2014

Mobile and E-commerce Go Hand-in-Hand – Thinks Out Loud Episode 82

July 23, 2014 | By | No Comments

Mobile and ecommerce go hand-in-hand

Mobile and E-commerce Go Hand-in-Hand Headlines and Show Notes

You might also enjoy this look at what your customers expect from e-commerce in 2014 and my slides from the “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing” talk I gave recently:

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: 18m 47s

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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July 22, 2014

The Big Myth About Hotel Metasearch (Travel Tuesday)

July 22, 2014 | By | No Comments

Myths about hotel metasearchI know, I know. You’re looking to hotel metasearch like TripAdvisor, Kayak, Google Hotel Finder or others to save your hotel from the rising costs of OTA’s, right? Good. I think that’s a good idea. But don’t get caught up in the myth of what metasearch is. You see, metasearch and OTA’s (and paid search, for that matter), are really all the same thing. And a group of OTA’s just demonstrated why.

Orbitz, CheapTickets.com, and LastMinute.com have partnered with Intent Media to show price ads within the hotel search results on their sites. In other words, putting metasearch and traditional OTA results side-by-side. As Dennis Schaal of Skift notes:

“The distinctions between online travel agencies such as Expedia, Priceline and Orbitz, and travel metasearch sites such as Kayak, TripAdvisor and Hipmunk are getting really blurry.”

As I’ve said before, metasearch and travel search are, really, the same thing:

“…metasearch isn’t a product or category or business. It’s a feature. Google can include metasearch results into its search engine results pages without blinking an eye and undermine all the work done by Kayak, Trivago, and TripAdvisor on building differentiated metasearch offerings (To be fair, though, Priceline, Expedia, and TripAdvsior can do the same by incorporating metasearch into their regular search results, too).”

Funny how Orbitz and its friends did just that.

Actually, the same is true for all search, not just metasearch. And, in fact, they’re all distribution channels. Now, some people will try to tell you that metasearch isn’t a distribution channel. With all due respect, anyone who tells you that simply hasn’t been paying attention.

Metasearch exists to help guests find the “best” rate for a given stay. And any channel that offers guests the ability to find rates and availability is at its core, a distribution channel. Your job as a marketing and/or distribution executive is to get the best return from those channels as you possibly can. Yes, you may need to think about metasearch — or similar products such as Google’s Hotel Price Ads (HPA) — slightly differently because they also include rates and require a degree of yield management. But you still must account for your return on spend the same way you would for an OTA or any other distribution channel.

In fact, the world is going to get more complex here, not less. we’re going to see metasearch-type capabilities show up all across the web. As much as possible, you’re going to want to understand how these tools work together to promote your brand and drive reservations.

For example, here’s one (highly simplified) view of how you can compare multiple distribution channels and see how each contributes to your revenues:

Distribution channel cost calculator

Want to learn how to do this channel analysis for your hotel? Contact us here

You’ll note the inclusion of paid search and TripAdvisor metasearch right alongside Expedia or Booking.com. And the reason is straightforward: Ignoring the cost of distribution for any of these channels is a mistake. Whether you’re looking to add more “heads in beds,” “backs in racks,” “feets in sheets,” or simply, guests in your rooms every night, you shouldn’t be willing to do that at any cost. The most successful hotel marketers and revenue managers increase their revenues and manage costs to achieve the greatest results.

My latests Hotel News Now column looks at 5 ways for you to minimize the costs of intermediaries. And that includes OTA’s, search, and metasearch. All of ‘em. And an effective distribution strategy recognizes that fact.

Ultimately, you’re looking to manage metasearch the right way, drive down your distribution costs, and increase your revenues. The best way to do that? Don’t buy-in to the myth.

Interested in learning even more about the future of 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.” You can get your free copy of the report here.

And, if you’re curious about other trends shaping travel marketing, take a look at my recent presentation, called, aptly enough, “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing”:

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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July 21, 2014

7 Reasons E-commerce Growth Has Nowhere to Go But Up

July 21, 2014 | By | No Comments

Mobile ecommerce growth

Despite huge growth over the last decade or so, e-commerce growth really has nowhere to go but up. Consider the following facts about how big e-commerce really is (all stats courtesy of Business Insider):

  1. E-commerce currently represents 5% of retail spending (not including travel, ticketing, and events)
  2. Amazon continues to grow at a double-digit pace, indicating ongoing consumer shift towards online channels
  3. Walmart is the second-fastest growing e-commerce site
  4. But, online represents only 2% (!) of Walmart’s overall revenues, again, showing how much room still exists for the retail giant — and other e-commerce players in groceries, CPG, and the like — to grow

Looks like lots of room for e-commerce growth, no? Well, I’d add three more items to the e-commerce landscape outlined above:

  1. The web influences greater than half of all purchases, a number that continues to grow, while “non-web influenced sales” continues to decline
  2. Smartphone use also continues to grow, acclimating consumers to the idea of “Internet, everywhere”
  3. We’re only just beginning to see the emergence of mobile payments and other alternatives to credit cards, further driving consumer adoption of smartphones and of digital channels, overall

Underscoring these points, lots of players from the AGFAM group (Apple, Google, Facebook, Amazon, and Microsoft) — and those on the outside looking in — are trying to get in the game in a bigger and bigger way.

If you’ve worked at all in the publishing or travel industries (to pick two illustrative industries), these moves might look very, very familiar to you. We’re beginning to move towards the types of disintermediation that publishers and travel agents have been dealing with for the last decade or so — and with likely similar outcomes for those who fail to act.

Now, is the inexorable rise of e-commerce a threat to your business?

Well… sure. Or it is if you stand still and watch it happen. For better or worse, businesses that have fallen by the wayside in travel and publishing offer at minimum a playbook for what not to do. For starters, develop your brand story, start improving your e-commerce effectiveness, and follow best practices for gaining traffic from a variety of sources.

It seems pretty clear that e-commerce has lots of room to grow. The real question now is whether you’re planning to grow your business along with it.

Interested in learning even more about the future of 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.” 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 may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. Again, it was built for a travel audience, but its lessons apply across industries. The full deck is here:

Finally, you might also enjoy some of our past coverage of the e-commerce and how to make it work for your business, including:

Tim Peter

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July 16, 2014

Where Your Customers Are Taking Marketing – Thinks Out Loud Episode 81

July 16, 2014 | By | No Comments

Follow the leader

Where Your Customers Are Taking Marketing Headlines and Show Notes

You might also enjoy this look at what your customers expect from e-commerce in 2014 and my slides from the “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing” talk I gave recently:

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 37s

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

July 15, 2014

3 Reputation Management Secrets Every Hotel Marketer Should Know (Travel Tuesday)

July 15, 2014 | By | No Comments

Couple reading reviews on tabletBright Local has new research highlighting what your guests think about the overall consumer review landscape. Fascinating reading and well-worth your time. But, since I know many of you don’t have what you’d call “copious free time” these days, here are the key points worth reviewing:

  1. Customers trust reviews significantly more than they did last year. There’s been a huge drop in the number of people who answer “No” to the question of whether they trust reviews as much as personal recommendations, 13% this year down from 21% last year (and 33% in 2011). That’s huge. And further proof of how important reputation management is to your overall marketing.
  2. Quantity matters (and so does quality). Two-thirds of respondents trust user reviews more when there are 4 or more reviews to read. But equally important, the gap between 3-star ratings and 2-star ratings is huge. Only 27% of guests will use a business with a 2-star rating, while 72% will use a business with a 3-star rating, proving yet again that your customers have as much say in how others perceive your brand as you do.
  3. Guests remember how you made them feel, not what you said. This came up a fair bit at this year’s HSMAI Digital Marketing Strategy Conference (see item #3 on this list). According to Bright Local, guests value reliability, expertise, and professionalism above all else. Sure, they’ll remember what you said, but only if you actually deliver on that promise.

Again, the whole report is well-worth reading (and you can find it here). But, it’s striking to me how many of these points line up with the big items in this list of key resources for hotel marketers. It’s pretty clear the state of hotel reputation management continues to evolve as guests gain increasing familiarity with reading reviews when making a booking decision — to say nothing of their increasing comfort with creating reviews of their own while during and after their stay. That’s one of the reasons why Expedia is investing heavily in enabling real-time review creation tools for travelers.

For better or worse, reputation management — reading and responding to reviews, as well as taking action to address guest concerns — represents a key component of your hotel’s sales, marketing, and distribution activities. Treating it as anything less ignores your guest’s reality. And risks your hotel’s success today and in the future.

(H/T: Tnooz)

Interested in learning even more about the future of 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.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

And, if you’re curious about other trends shaping travel marketing, take a look at my recent presentation, called, aptly enough, “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing”:

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

July 14, 2014

The 2014 E-commerce and Internet Marketing All-Stars: The Top 9 Blogs

July 14, 2014 | By | No Comments

2014 Internet Marketing and E-commerce Blogging all starsEvery year for the last few years, I’ve been rounding up the blogs and bloggers who help me get better at e-commerce and Internet marketing and who force me to think about our industry in new and often unexpected ways every day. Without further ado, here’s this year’s list:

  1. Leading off are the fine folks at Get Elastic, ably led by Linda Bustos (@Roxyyo on Twitter). Get Elastic claims to be the #1 most subscribed e-commerce blog and it’s easy to see why.
  2. Clearly, there’s a huge shift towards mobile in both e-commerce and digital marketing. Which is why I rely on my old friend Karen McGrane to help make sense of it all. While Karen blogs about more than just business, she’s funny, insightful, and always a good read. (I also couldn’t keep up without the news I get from Mobile Commerce Daily, um… daily).
  3. The team of bloggers at Biznology offer tons of great content and context every day, under the guidance of the legendary Mike Moran (Full disclosure: I’ve written a monthly post for the blog there since 2010, but I’m really recognizing the other bloggers there. I’m not that self-serving).
  4. Another source I couldn’t live without is Benedict Evans’ eponymous blog. Ben talks more about technology and investing than marketing or e-commerce. But his understanding of the shifts occurring every day in the digital space are “must-read.”
  5. Search still comprises one of the primary digital channels. And that’s why I check out Search Engine Land every day.
  6. For all my Travel Tuesday fans, you owe it to yourself to check out Vikram Singh’s Words of Vikram blog. Somehow, Vikram and I have never met, but I look forward to trading ideas with a very smart, very capable fellow fan of the travel space sometime in the near future.
  7. Mitch Joel’s Six Pixels of Separation offers spectacular insights about the state of digital that you really need to read.
  8. If social’s part of your game plan, make sure you visit Mack Collier’s blog. Mack hosts the weekly #blogchat on Twitter that’s well-worth checking out too.
  9. Finally, no list of e-commerce and digital marketing blogging all-stars is complete without Seth’s Blog, by the incomparable Seth Godin. Such a smart guy. I learn something new every time I check him out. You probably will too.

There you have them, Big Thinkers. Your 2014 E-commerce and Internet Marketing All-Stars. Read ‘em. Listen to ‘em. Love ‘em. And for more great tips, tools, and techniques, take some time to review the 2013, 2012, and 2011 editions of the list, too.

Interested in learning even more about the future of 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.” 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.

Given the 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. Again, it was built for a travel audience, but its lessons apply across industries. The full deck is here:

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

July 9, 2014

Marketing’s Future Has Arrived – Thinks Out Loud Episode 80

July 9, 2014 | By | No Comments

Mobile phone street

Marketing’s Future Has Arrived Headlines and Show Notes

You might also enjoy this look at what your customers expect from e-commerce in 2014 and my slides from the “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing” talk I gave recently:

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 27s

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

July 8, 2014

6 Key Secrets Every Hotel Marketer Should Know (Travel Tuesday)

July 8, 2014 | By | No Comments

Hotel marketing secrets to drive bookingsWant to know what separates the best hotel marketers from the also-rans? While there’s no one single thing, a few trends have emerged that contribute to success. Here are the 6 key secrets you ought to know for your hotel marketing efforts:

  1. Mobile is here. Now. I’ve talked — at length — about how big mobile travel really is. And it just keeps getting bigger. Scarcely a day passes without some new bit of data showing how frequently your guests use mobile to search and browse and find and book travel. It’s time to take mobile seriously for your business. OTA’s have invested significant amounts of money, time, and people into improving their mobile experiences for guests. It’s time you do, too.
  2. Millennials have arrived. Ignore them at your own risk. Data shows that millennials will spend more on trips this year than Gen X, increasing their spending almost 20% from last year, and that roughly one out of four millennials are planning more overnight leisure trips for leisure than last year. This doesn’t mean that you abandon Boomers or, if they’re a big part of your mix, Gen X. Not at all. However, as Jeff Bezos of Amazon recently pointed out, “All businesses need to be young forever. If your customer base ages with you, you’re Woolworth’s.” Consider how often senior executives from the big brands — Marriott, Hilton, Airbnb, Expedia — talk about millennials publicly (hint: Often). Boomers are beginning to age out of the marketplace, while millennials are coming on strong. You need to think about your next generation of travelers now.
  3. Search is getting expensive. Now, don’t misunderstand. I’m a huge fan of search marketing. It works well for most hotels to drive traffic and reservations. Unfortunately, for a whole slew of reasons, it’s getting increasingly expensive. More hotels use paid search than ever before. OTA’s increasingly use paid search to dominate the search results. And, guests have shifted to mobile in a big way — brining with it lower conversion rates and higher acquisition costs. As a result, you’re almost certainly seeing increased costs for paid search. A number of approaches exist to improve your booking costs from search. Use these approaches to hold your costs down. And you must also continue to look for additional sources for traffic and reservations beyond search (and you can ask me for help too).
  4. Metasearch will continue to evolve. Sadly, metasearch probably isn’t one of the ways to find traffic and reservations — at least not for long. Metasearch isn’t a product. It’s a feature. Expedia, Booking.com, TripAdvisor, and, yes, Google, can add metasearch features to they’re products anytime they choose (and some already have). Metasearch doesn’t represent the “Holy Grail” that will break the dominance of OTA’s on travel search. Hell, most of the big metasearch companies are owned by the OTA’s. Instead, metasearch as a feature represents just the latest step in the long evolution of price transparency in the hospitality space. Use them accordingly, highlighting why guests can expect to get the best rate and, more importantly, the greatest value when booking direct.
  5. Reviews matter. A lot. On the flip side, reviews offer a great way to reach guests and convey your hotel’s story. In fact, effectively managing your reviews represents the single best way to improve your digital marketing. Check out the current review landscape: Review volumes are way, way up. Guests continue to value reviews. And management (i.e., your competitors) are getting better at responding to reviews. Again, it’s about transparency. Use dedicated review sites such as TripAdvisor, Google+, and Yelp, as well as OTA review management tools to help answer your guest’s questions and drive more engaged guests.
  6. Your customer data is better than anyone else’s. Despite its age, email marketing remains among the most effective ways to engage with guests. Why? Well, you’re talking to a guest who travels, who has stayed with you before, and, as long as you’re following best practices for email collection, has agreed that he or she wants to hear from you. Even better, that guest is someone your competitors can’t reach as easily. Continue to grow your email list. Focus on testing what works in terms of open rate, click-through, effective rate, and conversion. Then apply what you learn from those tests the next time to improve your overall customer acquisition costs.

The simple fact is, whether you’re a single-property owner, management company, or major brand, independent or chain, you can compete with the Big Boys. But only if you’re smart about it. Trying to go toe-to-toe with large brands or OTA’s, trading blows in the center of the ring, is a terrible strategy. They have more money, people and data than you do. But, you can change the rules, and focus on improving your interactions with guests at every step in the process — regardless of marketing or distribution channel — to highlight your value and your values. Guests increasingly appreciate knowing more about their hosts and how they fit into the community (note the rise of Airbnb, for instance). Use that to your advantage. You may not be able to go toe-to-toe with the OTA’s. But the biggest secret of all is that, if you do this well, you won’t need to.

Interested in learning even more about the future of 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.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

And, if you’re curious about other trends shaping travel marketing, take a look at my recent presentation, called, aptly enough, “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing”:

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