Image Image Image Image Image Image Image Image Image

Tim Peter Thinks

Tim Peter

By

June 17, 2015

What Disruption Means: Thinks Out Loud Episode 126

June 17, 2015 | By | No Comments

What does disruption really mean for your business?

What Disruption Means – 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: 17m 32s

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

June 15, 2015

Facebook’s Big Beacon Secret

June 15, 2015 | By | No Comments

Facebook beacons: What do they mean for your business?

So, Facebook recently introduced its Place Tips for businesses, offering:

“…useful information about a business or landmark—like posts from the business’ Page, upcoming events and friends’ recommendations and check-ins—and show it at the top of News Feed to in-store visitors.”

And to make Place Tips work, the social media giant recommends requesting a free Facebook beacon for your storefront, restaurant, hotel, what-have-you. Linda Bustos over at GetElastic had a fairly fantastic run-down of the pros and cons of the beacons. But buried way down in that list is a brilliant insight, suggesting Facebook could also do this:

“Collect data on response to offers, like click to claim this offer, so the advertiser could have some form of measurement, record store traffic, not just Page traffic, etc.”

Now, why’s that so brilliant? Well, quite simply, Facebook makes most of its money from advertising. And what no one has been able to consistently do at all well is connect online-to-offline. Well, until now.

Maybe.

First, Facebook hasn’t said they’re going to do this. I can’t imagine they won’t. But they haven’t announced it yet.

Second, I suspect they haven’t announced end-to-end measurement because:

  1. Facebook hasn’t worked out the privacy details. Facebook, for all its past missteps, appears to be getting better at treating customer privacy with respect. They’re either not sure how to protect consumer privacy in this instance (especially when small businesses/local retailers/restaurants might only drive single-digit traffic in-store), or aren’t sure how to communicate it. Or both, I suppose. And then,
  2. They don’t know if it will work. It’s also possible that Facebook will want to see the data for themselves before opening it up to its business customers. But I suspect that, if their ads really do drive foot traffic, they’ll start telling that story real quick.

I’m really curious to see where this one goes and will be testing with some of my clients over the next few months. But given that Google has started to lose search share to mobile apps, these beacons offer Facebook an amazing opportunity to steal marketing dollars from the search giant as well. And, if they do, there’s no way Facebook keeps that a secret.

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 and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

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

June 15, 2015

9 Killer Blog Posts for Travel Marketers This Week: Hospitality Marketing Link Digest

June 15, 2015 | By | No Comments

9 killer blog posts, focused on Airbnb , booking, and hospitality marketingNo real setup for this week’s Hospitality Marketing Link Digest, Big Thinkers. Instead, here’s a list of 9 killer blog posts for travel marketers this week. Enjoy:

  1. Man, is Airbnb getting tons of press these days or what? First Tnooz reports that Airbnb has released a pricing algorithm to developers, jeopardizing the startup ecosystem,
  2. Skift then talks with boutique hotel leaders who say Airbnb is no match for their service and experiences. I generally agree in this post, “How Safe Are Independent Hotels from Airbnb?” But the devil’s in the details, so you really want to check out both.
  3. While not specifically about Airbnb, you also might want to check out this post that asks, “Are Hotel Brands Doomed?” It paints a pretty solid picture of where we are today — and where we’re headed.
  4. Hospitality Net has a great piece called I’m out of here: 10 Ways Your Hotel’s Booking Engine Is Pushing People Out The Door.” Excellent insights, well worth your time.
  5. On a similar note, Tnooz looks at eight reasons why travel websites fail the consumer and lose a booking. Good stuff.
  6. Speaking of booking channels, eMarketer says that travelers navigate to brand sites, not OTAs, to book. While this may seem like really good news — and, let’s be fair, it is — let’s not forget that some of this is more cyclical. Guests tend to book direct during better economic times when they’re less price sensitive vs. tougher times when guests shop around a bunch more. Stay tuned for more on this in a future Travel Tuesday post.
  7. One last booking-focused post comes from Skift, which explains how user-generated content inspires travel bookings. Really great read.
  8. Continuing the good news, another Skift post highlights 5 charts that show why the travel industry is the world’s fastest growing sector, so, woo-hoo!
  9. And, finally, you won’t want to miss these 5 fantastic hospitality marketing and distribution dispatches: the top travel posts for May. Great stuff.

Want more to get you through the rest of this weekend and the week ahead? Be sure to check out these “5 Amazing Mobile Hotel Marketing Stories,” a great set of “8 Exceptional Hospitality Marketing Posts from the Past Week: Hospitality Marketing Link Digest,” a terrific round-up of “7 Remarkable Posts about Mobile Marketing in Travel” and these “7 Brilliant Insights into Mobile Travel E-commerce” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

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

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 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 will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

June 12, 2015

11 Excellent E-Commerce Entries from the Past Week: E-commerce Link Digest

June 12, 2015 | By | No Comments

Excellent e-commerce entries: Trends featuring mobile commerce and MillennialsHappy Friday, Big Thinkers. I hope you’ve got a fun weekend planned. I don’t want to keep you from it. Instead, take some time when you have a moment to check out these 11 excellent e-commerce entries from the past week. Enjoy:

  1. Our “Dumb Headline of the Week” award goes to Luxury Daily for this gem: “42% of consumers have never shopped on mobile.” Um… so you’re saying that 58% of consumers have shopped on mobile. Because, y’know, that’s a lot, especially considering that not that long ago, it wasn’t possible for anyone to shop on mobile. Call me crazy, but this seems like fabulous news, not remotely negative.
  2. On a highly related note, we took a long look at the big lie about mobile commerce everyone’s telling right now
  3. And speaking of mobile, eMarketer says that for CPG, mobile promotions push targets to store. And that’s a very good thing.
  4. Another great eMarketer post talks with Ryan Bonifacino, jewelry retailer Alex and Ani’s CMO, for his insights on mobile social audience targeting. Be sure to check it out.
  5. Our old friend Linda Bustos from GetElastic has a fantastic look at buyable pins and the future of e-commerce. Such a good post.
  6. And keeping with the visual commerce theme, Mobile Commerce Daily offers this great Q&A with JCPenney executives who say visual search simplifies shopping research for consumers. If “orange is the new black,” then visual media is the new orange. Videos and visuals matter a ton in e-commerce and that’s a trend you’ll see — pun intended — lots more heading into next year.
  7. A recent post here on the blog suggests that Google’s Android Pay (maybe) addresses its mobile wallet problem . Well worth a few minutes of your time.
  8. Mobile Commerce Daily says 33% of customers who use social for customer service get no response. Well, that’s terrible. Let’s hope they’re not your customers. Because, otherwise, they won’t be for long.
  9. Marketing Charts asks, “Which Advertising Channels Have the Biggest Purchase Influence on Millennials?” Happily, they offer answers, too.
  10. A recent episode of our e-commerce and digital marketing strategy podcast, Thinks Out Loud, broke down the Mary Meeker 2015 Internet Trends Report in some detail for you.
  11. And, finally, I don’t usually include past link digests in the weekly round-up, but this list of “9 Killer Posts Featuring This Year’s Key Digital Marketing Trends” was so popular among your fellow Big Thinkers on Twitter this past week that I didn’t want you to miss it. You also won’t want to miss these “9 Marvelous Mobile Marketing and E-Commerce Columns: The Top Posts of May, 2015.”

And, if you like what you’ve seen here, why not check out other entries from our E-commerce Link Digest series, including these “9 Mind-Blowing Mobile and Social Commerce Posts,” these 10 Damn-Good Digital Marketing Posts: E-commerce Link Digest , another 10 spectacular mobile marketing and e-commerce essays, and this set of 6 major stories about Millennials and mobile commerce.

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 and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

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

June 9, 2015

9 Killer Posts Featuring This Year’s Key Digital Marketing Trends: E-commerce Link Digest

June 9, 2015 | By | No Comments

Key digital marketing trends: Couple uses mobile in-storeWe live in interesting times, folks, featuring rampant, dynamic change across all areas of digital marketing. To help you make sense of what in the world we’re actually seeing, check out these 9 killer posts featuring this year’s key digital marketing trends. Enjoy:

  1. We really live in a world where it’s all e-commerce. To that end, GetElastic has a great look at buyable pins and the future of e-commerce. On a related note, eMarketer talks with Alex and Ani’s CMO who offers insights on mobile social audience targeting. And, rounding out this little look at social, AdAge suggests that as social media gets more visual, it’s gotten more invisible. That’s a shame, too. Because social’s going to play a huge role as we move forward.
  2. On the search front, eMarketer highlights how mobile has taken over local search volume while Search Engine Land explains why why app indexing matters for the future of search.
  3. Search Engine Land also interviews author Bill Tancer on the search impact of reviews
  4. The competition between search and social for attention from consumers and commercial providers alike gets looked at in detail by the SEM Post, who asks, “Can Facebook Unseat Google?” Don’t laugh. The two Internet giants are playing for keeps right now. It’s going to be interesting to watch, and the big winner might you and me.
  5. What’s driving this whole series of changes, of course, is the immense rise and declining cost of computing power resulting from Moore’s Law. One outcome of these changes? Well, Fast Company says the top jobs in 10 years might not be what you expect. As you look at these jobs, try to think about what your customers will need in that brave new world.
  6. One job many expect to see disappear — I’m one of those many, by the way — is traditional ad buying, largely due to the increased use of programmatic advertising. Advertising Age profiles the math wizards who rule murky world of programmatic buying. Great stuff. Definitely worth checking out.
  7. Search Engine Land reports on Google’s new buy button (which we’ve talked about here) and notes the search giant claims “we have no intention to be a retailer.” For now, anyway. Time will tell. In a highly-related story, Fast Co Design says that Google’s minor UI update is solving the biggest problem on smartphones right now. And we think Google’s Android Pay (maybe) addresses its mobile wallet problem.
  8. Looking a little further down the road, the aptly-named Future of Commerce blog lists 3 ways wearable tech will revolutionize retail. Well worth a read.
  9. Finally, we’ve got a slightly silly one, but… it’s a clear demonstration of how much these platforms enable e-commerce when — in a playful, kind of goofy move — talk show host Conan O’Brien puts his studio on Airbnb. Disruption abounds, folks. Definitely a trend you want to watch closely in the future.

If you’re interested in learning more, make sure to check out these “9 Marvelous Mobile Marketing and E-Commerce Columns: The Top Posts of May” and other entries from our E-commerce Link Digest series, including these “8 Amazing E-Commerce Posts Winning this Week”, these “10 Damn-Good Digital Marketing Posts,” another “10 Spectacular Mobile Marketing and E-Commerce Essays”, and this set of “6 Major Stories About Millennials and Mobile Commerce” too.

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

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

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

June 7, 2015

5 Fast, Fantastic Hotel Marketing Posts: Hospitality Marketing Link Digest

June 7, 2015 | By | No Comments

5 fast, fantastic hotel marketing postsNo setup for the weekly Hospitality Marketing Link Digest this week, folks, this one a round-up of 5 fast, fantastic hotel marketing posts. Enjoy:

  1. Tnooz says that desktop travel bookings are heading for a rapid drop with mobile becoming booking the mainstay. Um… yep. We’ve talked about that a lot around here over the last year — for example, check out these past posts:
  2. While we’re on the topic of mobile, Skift highlights the travel habits of Millennials and notes older millennials outpace all others in mobile booking. Interesting.
  3. Skift also reports that Uber’s new privacy policy admits that riders have no privacy.
  4. A recent post here on the blog asked, “Are Hotel Brands Doomed?”
  5. Finally, don’t miss these 5 fantastic hospitality marketing and distribution dispatches, the top travel posts for May. Good stuff, well worth your time.

Want more to get you through the rest of this weekend and the week ahead? Be sure to check out these “5 Quick But Cool Travel Marketing Posts,” another set of “5 Amazing Mobile Hotel Marketing Stories,” and these “8 Exceptional Hospitality Marketing Posts from the Past Week: Hospitality Marketing Link Digest,” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

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

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 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 will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

June 3, 2015

Breaking Down the Mary Meeker 2015 Internet Trends Report: Thinks Out Loud Episode 125

June 3, 2015 | By | No Comments

Mary Meeker 2015 Internet Trends Report

Breaking Down the Mary Meeker 2015 Internet Trends Report – Headlines and Show Notes

As promised, here are the slides from the Mary Meeker 2015 Internet Trends Report:

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: 16m 18s

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

June 2, 2015

5 Fantastic Hospitality Marketing and Distribution Dispatches: The Top Travel Posts for May (Travel Tuesday)

June 2, 2015 | By | No Comments

5 Fantastic Hospitality Marketing and Distribution Dispatches, the Top Travel Marketing Posts for May, 2015It’s time once again to recap the posts you and your fellow Thinks readers liked, shared, and simply spent the most time with over the past month. With that in mind, take a moment to revisit these 5 fantastic hospitality marketing and distribution dispatches, the top travel marketing posts for May, 2015. You’ll be glad you did. Enjoy:

  1. Leading off, we’ve got these “5 Amazing Mobile Hotel Marketing Stories” a recent collection from our Hospitality Marketing Link Digest series.
  2. Next, we took a look at “Why Mobile Matters for Hotel Marketing,” which proved highly popular amongst your fellow Thinks readers.
  3. Another seriously popular post asked, “Are Hotel Brands Doomed?” The answer is complicated, but well worth your time to review in more detail.
  4. Our next post “What’s Amazon’s Travel Offering Really About?” explored a critical distribution question and garnered lots of attention among Big Thinkers like yourself.
  5. And finally, we’ll close the list as we started it, this time with another Hospitality Marketing Link Digest, this one a round-up of “5 Powerful Posts About the Trends Shaping Travel Marketing.” Powerful stuff, indeed.

Hope you enjoyed this look back, Big Thinkers. If you liked the list of these top posts from May, why not check out these “5 Quick But Cool Travel Marketing Posts,” these “8 Exceptional Hospitality Marketing Posts from the Past Week: Hospitality Marketing Link Digest,” and these “5 Awesome Travel Marketing Articles: the Top Posts from April” too.

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

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 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 will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

June 1, 2015

9 Marvelous Mobile Marketing and E-Commerce Columns: The Top Posts of May, 2015

June 1, 2015 | By | No Comments

Marvelous mobile marketing and e-commerce columns: Young couple shopping on their mobile phone.It’s that time again, Big Thinkers, where we round-up and review the top posts from the prior month. Without any further ado, here are 9 marvelous mobile marketing and e-commerce columns, the top posts of May. Enjoy:

  1. First up, is this collection of “10 Damn-Good Digital Marketing Posts” published a couple weeks back. To think once upon a time we’d stopped running the E-commerce Link Digest series. Clearly, that was a mistake given that the top post from May — and four of the top posts this month overall — belong to that series. Damn good, indeed.
  2. Your second favorite post from May focused on the convergence of mobile and e-commerce, always a hot topic amongst your fellow Thinks readers. Be sure and review “Google’s Mobile Buy Button: Should You Buy In?” to see why.
  3. This entry that explores “The Coming Massive Mobile Disruption” slides into the #3 position.
  4. The next item on May’s list of top posts also comes from the E-commerce Link Digest series, this time featuring a review of “10 Spectacular Mobile Marketing and E-commerce Essays.” As it says in the title, spectacular stuff.
  5. These “6 Major Stories About Millennials and Mobile Commerce” — another E-commerce Link Digest series entry — slips into this month’s list at number 5.
  6. Of course, it’s not all e-commerce link digests, now is it? Nope, not at all. “The Long-Term Growth Curve for Mobile Commerce,” episode 122 of Thinks Out Loud — our weekly e-commerce and digital marketing podcast — demonstrates why.
  7. Sticking with the podcast for a moment, Episode 121, “How to Connect Customer Data and Customer Experience” proved popular amongst your fellow Big Thinkers.
  8. One last podcast episode made the list this month, this one Episode 123, “Mobile Helps Software Eat the World. Will it Eat Your Business?” Really good stuff.
  9. We’ll close out this month’s list with one final link digest, this time a set of “9 Mind-Blowing Mobile and Social Commerce Posts.” Seems like an appropriate way to wrap things up, don’t you think?

If you liked this list, be sure to check out these “7 Mobile Commerce Must-Reads: the Top Posts from April,” these “9 Amazing Millennial, Mobile and Digital Marketing Columns: the Top Posts from March,” and these 14 Key Concepts for Next Year: The Top Posts of 2014 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 and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

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

May 29, 2015

8 Amazing E-Commerce Posts Winning this Week: E-commerce Link Digest

May 29, 2015 | By | No Comments

8 amazing e-commerce posts winning the weekHappy Friday, Big Thinkers. I hope you have a change to get out this weekend and do something fun. And, while you’re prepping for next week, be sure to check out these 8 amazing e-commerce posts winning this week. Enjoy:

  1. Mobile Commerce Daily reports that Yelp is expanding its local business reach by adding shopping features. Search and commerce come even closer together.
  2. Speaking of the local search and commerce connection, Pittsburgh Business Times offers your first look at Uber’s test car. Local commerce, cars, and mobile go hand-in-had these days, so I’m curious to see what Uber’s long-term plans are here.
  3. Along those same lines, GetElastic looks at what Google’s entrance to m-commerce means for merchants and we ask “Google’s Mobile Buy Button: Should You Buy In?” Both are well worth your time.
  4. Inside Intercom explains why ‘mobile first’ may already be outdated. It’s a thought-provoking read; I’m just not 100% sure I agree. I explain why in this week’s episode of Thinks Out Loud, “Mobile-First?” Or “Mobile-Only?”
  5. Marketing Charts collects a list of B2C and B2B marketers’ most important social platforms. Great stuff.
  6. Marketing Charts also shows the top industries by share of digital and mobile ad spend in 2015. Good info to get a leg up on your competition.
  7. Fortune says that Nordstrom is taking a page out of Amazon’s book and offers some insights on how you can too.
  8. And, finally, a recent post here on Thinks examined the coming massive mobile disruption and what it means for your business. Check it out when you get a chance.

Also, a quick note for those of you interested in driving your B2B business to even greater heights: I’m moderating a panel with Mike Moran on “B2B Content Marketing for Your Sales Force” in a couple of weeks that you’ll definitely want to attend. You can register here.

And, if you like what you’ve seen here, why not check out other entries from our E-commerce Link Digest series, including these “9 Mind-Blowing Mobile and Social Commerce Posts,” these 10 Damn-Good Digital Marketing Posts: E-commerce Link Digest , another 10 spectacular mobile marketing and e-commerce essays, and this set of 6 major stories about Millennials and mobile commerce.

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 and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

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: