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December 15, 2017

9 Amazing Posts Connecting AI And Marketing: E-commerce Link Digest

December 15, 2017 | By | No Comments

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Connecting AI and marketing: AI evaluating customers

Howdy, Big Thinkers! So, AI is kind of a big deal for marketers as we head into next year, right? How about we help you understand the role it will play in your marketing with this quick look at 9 amazing posts connecting AI and marketing? Enjoy:

  1. Starting things off, Brand Quarterly explains that AI is about to change what it means to be brand – here’s how to prepare.
  2. Changes are coming? But how bad will they be? A recent episode of Thinks Out Loud, our weekly e-commerce and digital strategy podcast asks, “Will AI Kill Your Brand?”
  3. While we’re on the topic of brands, another Thinks Out Loud episode looked at what digital means for the future of brands and is worth a listen too.
  4. Brand Quarterly has another great post called “Disruption Imminent: Artificial Intelligence In Business” that explores how AI will shape business more fully.
  5. Clearly, this topic is close to our hearts here at Thinks, and we’ve done couple of deeper dives in podcast episodes that asked, “Voice, VR, AR, and AI: Hype or Hope for Marketers?” and “What Digital Marketing Trends Matter?”
  6. The venture capital firm Andreessen Horowitz has an amazing video that explains what’s working and what’s not when it comes to AI that you have to see.
  7. On a highly-related note, the Wall Street Journal outlined the six laws of technology everyone should know.
  8. Yet another episode of Thinks Out Loud explained that when it comes to “AI For Marketers: AI Makes Big Data Little.” Be sure to check it out.
  9. Finally, I’d recommend you close out this look at 10 amazing posts connecting AI and marketing by reviewing “How Can You Succeed at Digital Marketing Next Year? 17 Great Posts Offer Answers” and “6 Proven Digital Marketing Trends (The Best of Thinks Out Loud.” You’ll be glad you did.

Have a fantastic weekend, Big Thinkers. Catch you back here next week!

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:

Tim Peter

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December 14, 2017

What Digital Means for the Future of Brands (Thinks Out Loud Episode 206)

December 14, 2017 | By | No Comments

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What Digital Means for the Future of Brands (Thinks Out Loud Episode 206) - Man using touchscreen to interact with brand

What Digital Means for the Future of Brands (Thinks Out Loud Episode 206) – 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 Sound PR 30 Large Diaphragm Multipurpose Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 15m 34s

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 Digital Means for the Future of Brands – Thinks Out Loud Episode 206 (December 14, 2017) Transcript

What Digital Means for the Future of Brands – Introduction

Well, hello again everyone and welcome back to Thinks Out Loud, your source for all the digital marketing expertise your business needs. My name is Tim Peter, today is Thursday, December 14, 2017 and this is episode 206 of the big show. Thank you so much for tuning in. I really do appreciate you hanging with me during the last handful of weeks. The show's been a little bit more irregular, but I will be back next week, then will be off the week after that — I’ll be taking a break for Christmas — and then starting up again full-time in the New Year with weekly episodes coming to you, so I appreciate you hanging around. I appreciate you coming back and listening to the show; I’m just really happy that you're here.

What Digital Means for the Future of Brands – Overview

Now I think we’ve got a really interesting show this week. There's some really cool stuff to talk about. And I want to start by talking about a bunch of random companies that have something in common. You may not have realized it, maybe you did, but you know if you haven’t, just think this through for second. Think about companies like eBay or Etsy or Yelp or Uber or Airbnb. What they all share in common is that they’re all ratings platform. They allowed people to post ratings and reviews and the like that makes it clear whether you want to do business with the person on the other side of that market. And I think that's critically important to understand in terms of how you're going to market your brand and how you market your business as you go forward into 2018 and beyond because, fundamentally, what were seeing from people like eBay, Easy, Yelp, Uber, Airbnb, and others is that they're going to destroy brands, at least in the traditional sense. At their most basic they’re challenging what the purpose of the brand is, what brands do for customers. And that's really important understand.

Now you've probably heard David Ogilvy's famous quote, “a brand is a promise.” You may even have heard it here; it's one that I’ve referred to many times. It’s such a crucial insight about why brands exist. Brands served as a proxy for trust. If you go back to some idyllic, 1950’s holiday with the family driving along Route 66 wouldn’t know where to eat, sleep, or get gasoline once they ventured too far from home. They only knew the products and the services in their local area. But if you put a McDonald's or Ramada or a Phillips 66 along the highway, the family was quite literally good to go.

Today? Your brand is only as good as your last review.

Were those products or those services luxurious? No. But that wasn't the point. They were consistent. The brand provided a proxy for trust. You didn't need to care about the individual restaurant, or the individual hotel, or the individual gas station. You could trust the brand. Again in Ogilvy’s terms, “a brand is a promise.”

Today? Well your brand is only as good as your last review.

What Digital Means for the Future of Brands – The Importance of Reviews

A generation ago, would you have willingly gotten into a stranger's car when he pulled up in front of you at the airport, or slept in someone else's home who you had never met, or — and credit where due to eBay here — bought someone’s used junk over the Internet? How could you be sure you’d receive the goods or the seller wouldn’t just take off of with your money or, God forbid, with the car or the house, something really terrible wouldn't have happened to you? If you think about things like classified ads or even Craigslist, they really just served a local area and depended on face-to-face interactions to complete the transaction.

Yes, you could get a lot of details, but once it was time to buy, you typically met with somebody face-to-face. And to be fair, things like vacation rentals have existed for years, but they really only represented a sliver of the market.

But now there are companies like Airbnb, companies like Uber, companies like Yelp and they’re becoming the dominant players in their respective industries. And if you think about the larger players the AGFAM folks (or, if you prefer, the “Frightful Five,”) Apple, Google, Facebook, Amazon, Microsoft, a lot of their success depends on that same thing.

If you think about Amazon, first as a bookstore and now as this complete e-commerce platform with independent sellers, fundamentally it depends on its ratings and reviews. eBay may have laid the groundwork but Amazon undoubtedly owns that space today. If you think about the Apple App Store or Google Play store, they serve very much the same function for apps or, oh I don't know, podcasts and things along those lines. You know, if you're like most people, if you're looking for a new utility to improve your productivity or or you're looking for something to provide you entertainment and information, I suspect you venture to the appropriate app store, you conduct a quick search, and then you choose the highest-rated app, or the highest-rated podcast, or the highest-rated movie or TV show that meets your needs. And we’re seeing this start to completely upend the traditional brand landscape that we've known for years.

For instance, take a look at McDonald’s. Now they’ve been having some troubles lately, and it's certainly true that healthier eating habits have taken a toll on the restaurant giant. But there's also no question that Yelp also did a number on Mickey D’s. Why would you choose the same old burger and fries when you have other healthier, tastier options and support some local business as well? To McDonald's credit they’re working really hard to revitalize their offerings and to make them more attractive to diners. And they’re starting to see some positive results. But there's little doubt in my mind that the local review scene has absolutely caused them some issues.

We talked about some of this a few weeks back in the episode “Customer Experience is Queen, What Does That Mean?” because it really impacts how people perceive your products and services and brings others to the fore who might have been seen as a competitor before.

What Digital Means for the Future of Brands – Impacts to Business Models

It's also changing business models dramatically. Now I think most longtime listeners know I do a fair bit of work in the hospitality industry and there's a very stark example there. In the hospitality industry we’re seeing a lot of what are called soft brands, where hotel owners use the platform provided by major chains but not the brand itself.

So most of these hotels tend to be franchised and instead of opening a new Marriott Hotel a real estate investor would open an independent hotel, call it whatever they want — the New York City Excelsior, right? — but they receive some support from Marriott behind the scenes. Almost every major hotel hotel chain has launched one or more of these over the last few years. Hilton with its Curio Collection and The Tapestry Collection, and Marriott with the Autograph Collection, the Luxury Collection, and the Tribute Portfolio have five between the two of them. Why? Because hotel owners demanded the ability to create a distinct experience in their local markets while still having access to the rewards programs that are so prominent and so powerful within the hospitality and lodging industries.

The question is how long will it be before that's all Marriott, Hilton, and their competitors provide to hotel owners at all — or worse find that technology platforms like Expedia, Airbnb, and others have taken their place?

You know, years ago these two authors, Carl Shapiro and Hal Varian, a couple of economists, wrote this wonderful and extraordinary book called Information Rules: A Strategic Guide to the Network Economy and they explained that digital only provides two avenues for success:

  1. You can either become the dominant firm in an industry or,
  2. You can become a differentiated product

But anything else is gonna hurt you. Ben Thompson at Stratechery calls it aggregation theory, it really leads to the dominant firm. They're all saying similar things and all the data that we've seen in the two decades since Shapiro and Varian wrote the book seriously suggests they were right. Though if you think about it that probably shouldn't come as a surprise. Shapiro holds an economics chair at Berkeley and Varian is the chief economist for a small firm you might've heard of called Google. So maybe these two guys were onto something.

But it comes back to something we've talked about in past episodes like “Customer Experience is Queen,” that you must differentiate yourself — especially if you're not in a position to be the dominant firm. And when we think about the folks who are the dominant firms, what they're doing is providing that platform that says these are the trusted reviews, these are the people you can trust, to say yes you can buy through us to get the product or the service that you're looking for. And that's why people like Amazon and Apple and Etsy and Yelp and Airbnb and Uber and Expedia and all the rest have positioned themselves so well. Because customers know they can trust the reviews there and then they can buy through those channels.

What Digital Means for the Future of Brands – What You Can Do

For you to succeed you have to be the kind of place that people want to write reviews about. You have to differentiate yourself. You have to say why is it someone would choose you in the first place and why would they would choose to tell their friends and family and fans and followers on social. Because if you don't do that, you’ll fall into that gray area in the middle and let me tell you that gray area in the middle is not a good place to be.

So when we think about the future of brands, when we think about the future of your brand, it really can come down to are you remarkable? Are you a brand worth telling others about? If you are, you’re going to be fine regardless of who the dominant firms are because customers will see that in the ratings and reviews that they see. They may buy the first time through a third-party, but you can convert them to a direct customer on a subsequent purchase. But if you're not they're going to choose you in the first place and that's going to put you in a very very ugly position. So I can't say for hundred percent sure that these these platforms, these trust proxies will kill all brands. But if you don't provide your customers with an experience that is truly remarkable and truly differentiated, it's a real safe bet that they will kill yours.

What Digital Means for the Future of Brands – Conclusion

Now looking at the clock on the wall we are out of time for this week. I will remind you that you can find the show notes for today's episode as well as an archive of all episodes by going to TimPeter.com/podcast again that's TimPeter.com/podcast. Just look for Episode 206. And while you're there, you can click on the subscribe link in any of the episodes you find there to have this delivered to your favorite podcatcher every single week. You can also subscribe in iTunes or the Google Play Music Store or Stitcher Radio or whatever your favorite podcatcher happens to be. Just search for Tim Peter Thinks, Tim Peter Thinks Out Loud, or plain old Thinks Out Loud, we should show up for any of those. And especially given the topic we've been talking about today, if you could provide a positive rating on iTunes or the Google Play Store while you're there I would really really appreciate it. You can also contact me by going to Facebook.com/Tim PeterAssociates, on Twitter using the Twitter handle @tcpeter, or via email by emailing podcast@TimPeter.com, again that's podcast@TimPeter.com. With that I want to say thanks again for tuning in, I very, very much appreciate it. I hope you have a fantastic weekend, a great week ahead, and I look forward to catching up with you here on Thinks Out Loud again next week. Until then, take care everybody.

Tim Peter

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November 3, 2017

9 Powerful E-Commerce and Digital Transformation Posts for You: E-commerce Link Digest

November 3, 2017 | By | No Comments

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9 powerful e-commerce and digital transformation posts for you

Howdy, Big Thinkers! Don’t know about you, but this past week has been awesome around here. Hope your week has been even better. To close out the week on a strong note, this edition of the E-commerce Link Digest Series collects 9 powerful e-commerce and digital transformation posts for you. Enjoy:

  1. I’ve been saying for some time that “it’s all e-commerce.” Now The Economist (!) has picked up the thread stating, “E-commerce takes off—the new bazaar.” Cool. And welcome to the party, Economist.
  2. While we’re on the topic of e-commerce, CMO.com says we’ve had “20 years of e-commerce, yet we’re still stuck in the past,” at least when it comes to what we measure. They might be right.
  3. You know who’s not stuck in the past when it comes to e-commerce? AGFAM member Amazon, that’s who. And as Retail Dive reports, “Amazon has turned to Apple for its AR shopping app.” This is a trend well-worth watching as we head into 2018.
  4. Speaking of trends well-worth watching, you might want to check out “Voice, VR, AR, and AI: Hype or Hope for Marketers?” and “What Digital Marketing Trends Matter?” both from our ongoing e-commerce and digital strategy podcast, Thinks Out Loud.
  5. Switching gears a bit, Brand Quarterly explains “what brands need to understand about consumer perception.” Good stuff.
  6. And CMO.com returns to this week’s link digest with their look at “what CTOs wish all leaders knew about digital transformation.”
  7. And while we’re on the topic of digital transformation, you might want to review “Digital Transformation: A Brief Introduction,” this podcast episode that explains “Why Digital Transformation Matters for Your Business” and this collection of “7 Great Digital Transformation, AI, and Strategy Posts You Won’t Want to Miss”
  8. This collection of “10 Terrific Digital Strategy and AI Trends” from last week’s E-commerce Link Digest is probably worth your time, too.
  9. And, finally, let’s round-out our look at 9 powerful e-commerce and digital transformation posts for you by asking — and answering — the question “How Can You Succeed at Digital Marketing Next Year? 17 Great Posts Offer Answers.”

Have a fantastic weekend, Big Thinkers. Catch you back here next week!

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:

Tim Peter

By

October 27, 2017

10 Terrific Digital Strategy and AI Trends: E-commerce Link Digest

October 27, 2017 | By | No Comments

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10 Terrific Digital Strategy and AI Trends: E-commerce Link Digest

Hey, Big Thinkers! Big week here. Hope you had an amazing week, too. Speaking of amazing, this week’s edition of the E-commerce Link Digest Series recaps 10 terrific digital strategy and AI trends for you. Enjoy:

  1. Brand Quarterly outlined “What Brands Need To Understand About Consumer Perception.” Good stuff. Not to be missed.
  2. Mumbrella had a fantastic conversation with Singapore EDB’s Dane Lim about “The Future Role of the CMO” that’s worth your time.
  3. Staying in the Pacific, CMO Australia highlighted “8 Brands Using Voice Activation to Boost Brand Engagement” for you.
  4. Social Media Today rounded-up an amazing list of “9 Digital Marketing Trends Coming In 2018” that you’ll want to check out.
  5. While we’re on the topic of digital marketing trends, a recent episode of our own Thinks Out Loud e-commerce and digital strategy podcast asked — and answered — “What Digital Marketing Trends Matter Next Year?”
  6. Another great post also asked “How Can You Succeed at Digital Marketing Next Year? 17 Great Posts Offer Answers.”
  7. On the AI and machine learning front, SAP boldly claimed that “Whatever the Question, AI Is the Answer.” While that’s a provocative claim, it’s likely to be more true than not in the next couple of years.
  8. Another SAP post illustrates why AI is such a big deal, showing how “Machine Learning in Financial Services is Changing the Rules of the Game.” Great read.
  9. Sticking with AI for one more moment, don’t miss these “5 Fast and Fantastic Content, AI, and Digital Strategy Insights” from E-commerce Link Digest Series.
  10. Finally, how about we round out our list of 10 terrific digital strategy and AI trends with these “6 Proven Digital Marketing Trends” for this week.

Have a fantastic weekend, Big Thinkers. Catch you back here next week!

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:

Tim Peter

By

September 28, 2017

Will AI Kill Your Brand? (Thinks Out Loud Episode 204)

September 28, 2017 | By | No Comments

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Will AI Kill Your Brand? Graphic representing AI

Will AI Kill Your Brand? (Thinks Out Loud Episode 204) – 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 Sound PR 30 Large Diaphragm Multipurpose Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 12m 23s

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

September 1, 2017

5 Fast, Fascinating E-commerce Insights to Help You Succeed: E-commerce Link Digest

September 1, 2017 | By | No Comments

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5 Fast, Fascinating E-commerce Insights to Help You Succeed: E-commerce Link Digest

Happy Labor Day weekend, Big Thinkers! I hope you have a safe, healthy, and happy holiday, no />matter where you may be. This week’s edition of the E-commerce Link Digest Series rounds-up 5 fast, fascinating e-commerce insights to help you succeed — and I hope they help you do just that. Enjoy:

  1. So, here we go. According to Recode, “Amazon Will Lower Whole Foods Prices Right Away and Prime Members Will Get Special Discounts.” This was announced on the day the deal closed, so Amazon clearly isn’t wasting any time with this one. The Atlantic has a fantastic piece that outlines “Why Amazon Is Such a Threat to the Grocery Industry” that you’ll really want to check out.
  2. Building on that theme, in two separate episodes of Thinks Out Loud, our weekly e-commerce and digital strategy podcast, our own Tim Peter took a look at why Amazon is such a threat to most other retail sectors to boot. The episodes, called
    “Amazon Goes Grocery Shopping” (Thinks Out Loud Episode 197) and “Amazon Go Shows How E-commerce Will Work in the Future,” are well worth your time.
  3. And in one of the most popular posts ever here at Thinks, we took a look at the question, “Will E-commerce Kill Retail?” Even better, we offered up some answers too.
  4. Meanwhile, the fine folks over on CMO.com talked with “Adobe’s Julie Hoffmann About Envisioning What Customers Can’t Imagine” in an outstanding episode of their marketing podcast.
  5. Finally, let’s finish off this list of 5 fast, fascinating e-commerce insights to help you succeed with two posts that deliver the goods. The first asks “How Can You Succeed at Digital Marketing Next Year? 17 Great Posts Offer Answers” and the second provides a fantastic roundup of “6 Proven Digital Marketing Trends (The Best of Thinks Out Loud).”

Have a fabulous weekend, Big Thinkers. Catch you back here next week!

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:

Tim Peter

By

August 25, 2017

7 Expert CX, AI, and Digital Tips to Boost Your Bottom Line: E-commerce Link Digest

August 25, 2017 | By | No Comments

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7 expert CX, AI, and digital tips to boost your bottom line

Hei, hei, Big Thinkers! I just got back from Norway and that’s everyone says “hello” there. Hope you get to use that in all your travels. This week’s edition of the E-commerce Link Digest Series rounds-up 7 expert CX, AI, and digital tips to boost your bottom line — and I hope you get to do just that too. Enjoy:

  1. The fine folks over at Brand Quarterly have outlined “The Importance Of Consistency Within Omnichannel Marketing” for us all… and done a nice job of it to boot. Well worth your time to read.
  2. While thinking about getting things right, CMO.com has a terrific piece that asks “Do You View Your Customer As A Name Or A Number?” Guess which one works better.
  3. Sticking with our friends at CMO.com, here’s a fantastic round-up of “7 Digital Trends That Will Change Business Forever” for you. While I don’t know about the “forever” part, they’re all worth checking out.
  4. On a highly-related note, we rounded up “6 Proven Digital Marketing Trends in The Best of Thinks Out Loud recently. Give ’em all a listen when you get a moment, OK?
  5. Yet another outstanding CMO.com article connects two of my favorite topics with these “4 Ways Machine Learning Boosts The Customer Experience.” Much like the old Reese’s Peanut Butter Cups commercial claimed, these are two great tastes that taste great together.
  6. Since I may have mentioned before that “AI Makes Big Data Little” — and getting your “data house” in order represents a key first step for your AI strategy — you’ll probablby appreciate this quick refresher on “Finding and Following Your Customer’s Digital Footprint.”9 Great Posts Focused on Digital Transformation, Strategy, and AI: E-commerce Link Digest
  7. Finally, let’s close out this week’s look at 7 expert CX, AI, and digital tips to boost your bottom line with a post that asks — and answers — “How Can You Succeed at Digital Marketing Next Year? 17 Great Posts Offer Answers.”

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:

Tim Peter

By

August 11, 2017

6 Proven Digital Marketing Trends (The Best of Thinks Out Loud – Episode 200)

August 11, 2017 | By | No Comments

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6 Proven Digital Marketing Trends (The Best of Thinks Out Loud)

6 Proven Digital Marketing Trends (The Best of Thinks Out Loud – Episode 200) – Headlines and Show Notes

Digital Transformation

Mobile

Content

Customer Experience

Future Trends

You Can Do It

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 Sound PR 30 Large Diaphragm Multipurpose Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 13m 44s

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

July 28, 2017

7 Quick E-commerce and Digital Strategy Insights You Won’t Want to Miss: E-commerce Link Digest

July 28, 2017 | By | No Comments

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7 quick e-commerce and digital strategy insights you won't want to miss: Customers using digitalHey, Big Thinkers! We’ve got another killer edition of the E-commerce Link Digest Series for you featuring this amazing list of 7 quick e-commerce and digital strategy insights you won’t want to miss. Enjoy:

  1. As one quick follow-up to last week’s list of “8 Exceptional E-commerce and AI Posts,” eConsultancy listed “The Mind-Blowing Stats and Facts about Amazon Prime Day 2017”—and they were in fact mind-blowing: A 60% increase in sales year-on-year, a 50% year-on-year increase in purchases by Prime members, a massive increase in Echo device sales with “thousands of Echo devices per minute at one point during Prime Day… [the company] doubled and tripled the total number of Echo devices it sold in the U.S. and globally, respectively, compared to Prime Day last year.” Geez. I’ll have more on this on the podcast later this week, but, again, geez. (By the way, Brian Roemmele on Twitter is someone you really need to follow on this topic; top-notch).
  2. Also worth pointing out that you might want to review “Voice, VR, AR, and AI: Hype or Hope for Marketers?” and “AI For Marketers: AI Makes Big Data Little” again when you get a moment.
  3. The Wall Street Journal noted that “P&G Cuts More Than $100 Million in ‘Largely Ineffective’ Digital Ads” and folks on Twitter are losing their damn minds about it. My thought? People are putting too much emphasis on the ‘digital’ of the quote and not enough on the ‘ineffective’ part. Why should P&G keep throwing money into any ineffective marketing tactic, digital or otherwise? Here’s the key quote, from my perspective, in the article:

    “The company about a year ago said that it would move away from ads on Facebook that target specific consumers, after finding that ultra-niche targeting compromises reach and has limited effectiveness. P&G indicated it wouldn’t pull back on overall Facebook spending.”

    Again, for emphasis: “P&G indicated it wouldn’t pull back on overall Facebook spending.” Today’s news doesn’t say what they’re doing with the $100 million. It could be repurposed towards digital that is effective, towards another form or media, or towards their bottom line. Any of those makes sense. Some time back, I’d written a piece called “What Can Proctor & Gamble Teach You About the State of Digital Marketing?” in which I argued that the shift to digital was a bellwether for marketers. Their shifting money away from any ineffective media—digital, print, broadcast, what-have-you—is the true bellwether. And that’s what you should learn from today’s news.

  4. On a somewhat related note, “The 21st Century Brand Meter” looks at possible ways to review the effectiveness of your marketing efforts, in digital and otherwise.
  5. I’d be remiss if I didn’t point you to my friend Dr. Augustine Fou’s look at the P&G situation where he states “The Promise of Digital Has Not Yet Been Fulfilled.” Augustine is a brilliant guy and well-worth your time on this topic.
  6. Content marketing plays a powerful role in connecting with customers in this new environment, of course, but as argued in “Content Marketing is a Powerful Hammer But Not Everything’s a Nail” that doesn’t mean it’s the right solution to every problem. And given the theme of today’s link digest, it seemed apropos.
  7. Finally, regardless of tactic, let’s round-out our list of 7 quick e-commerce and digital strategy insights you won’t want to miss with this post that asks—and answers—“How Can You Succeed at Digital Marketing This Year? 17 Great Posts Offer Answers.”

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:

Tim Peter

By

July 14, 2017

8 Killer Posts Connecting Content, E-commerce, and Customer Experience: E-commerce Link Digest

July 14, 2017 | By | No Comments

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Customers checking out 8 killer posts connecting content, e-commerce, and customer experienceHey, Big Thinkers! Hope you’ve had an amazing week and are ready for a great weekend ahead. We’ve rounded-up an amazing set of 8 killer posts connecting content, e-commerce, and customer experience. And I hope you do too. Enjoy:

  1. Leading off, we’ve got “A Dozen Don’t-Miss Digital Strategy Posts” from the E-commerce Link Digest series for you to explore.
  2. A key part of that digital strategy? Connecting content and customer experience. That’s why we say, “Content is King, Customer Experience is Queen.”
  3. We also asked the key question, “Customer Experience is Queen? What Does That Mean?” so you don’t have to. Check it out to see what it’s all about.
  4. Of course, it’s not just us. Brand Quarterly reports on “Generation UX,” and explains why customers now expect great experience everywhere they go.
  5. McKinsey & Company also offers a near-perfect primer on how to connect customer experience and digital with “The CEO Guide to Customer Experience.” Great stuff. I highlighted this link once before in our round-up of “10 Posts Showing How the C-Suite Views Customer Experience,” but it’s well-worth another look.
  6. Building on that theme, We Are Social looks at “How Brands Can Make Social Commerce Work.” The key quote highlights how “Photo-centric platforms like Instagram and Pinterest offer attractive options here, allowing brands to showcase a lifestyle and build up their brand story.” In other words, selling the entire customer experience in a manner consistent with your customer’s expectations on his or her favorite platform.
  7. Given this shift, it’s fair to ask, “Is There a Future for Marketing?” as the fine folks over at Marketing Tech News. They also claim, “The change will come quicker than we think.” I agree, but would argue it’s already here, further emphasizing why we’ve got to create great experiences everywhere our customer connect with our brands.
  8. Finally, a past post asked, “Will E-commerce Kill Retail?” In a word: No. At least not if you do it right. So be sure to check out the whole post to see how to do just that.

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:

  • 7 Must-See Posts Highlighting How to Market Your Hotel in the Future: Hospitality Marketing Link Digest
  • 6 Stellar Insights into Personalization for Hotel Marketing: Hospitality Marketing Link Digest
  • In a mobile-only world will airlines charge for web bookings?
  • Hospitality Digital Marketing and Distribution: Is it Time to Give Up?