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Tim Peter

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February 18, 2018

8 Extraordinary Insights into Hospitality Marketing and Distribution: Hospitality Marketing Link Digest

February 18, 2018 | By | No Comments

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8 Extraordinary Insights into Hospitality Marketing and Distribution: Image of couple checking into hotel¡Hola, Big Thinkers! No setup this week. Instead, we’re going to jump straight to this amazing list of 8 extraordinary insights into hospitality marketing and distribution. Enjoy:

  1. Phocuswire has a great look at Google, Airbnb and the evolving distribution landscape that you’ll definitely want to check out. I’d also recommend you review our past posts that explored why Airbnb keeps winning at hospitality and asked whether Airbnb is in the hospitality industry.
  2. While we’re on the topic of Airbnb, don’t miss this article from Deanna Ting at Skift that explains Airbnb’s upcoming launch of a new tier of select properties. Clearly, the company is getting involved more deeply into the overall travel marketing landscape, a topic we’ll talk about more in the next couple weeks here on Thinks.
  3. Shifting gears a bit, Hotel Online has an outstanding piece from  Dr. Meng-Mei Maggie Chen that breaks downmarketing trends in hospitality: from technology to niches and this look at 10 tremendous insights into the trends driving hotel digital marketing in 2018 from the Hospitality Marketing Link Digest series. Lots of good stuff there, not to be missed.
  4. Speaking of technological changes affecting hospitality marketing, you’ll definitely want to read Tim Peter’s guest editorial at Hotel Executive that explains why, when it comes to technology, it's not mobile first, it's guest first. That editorial also represents an excellent companion piece to Hotel News Now’s Q&A with Tim all about what hoteliers must know about digital marketing. Really good read.
  5. AI clearly represents one of the biggest tech trends affecting hospitality marketing in 2018. No, seriously. Don’t miss this look at why AI will change hospitality marketing forever or this recent episode of the Thinks Out Loud podcast that asks, and answers, will this be the year of AI in digital marketing?
  6. Since we’re discussing AI, you might find these 9 posts featuring chatbots, AI and all the hospitality digital marketing trends of 2018 interesting.
  7. If all these changes scare you, we’d advise you to understand why that’s part of the new reality and that you can deal with it: digital makes marketing easier for everyone, which makes marketing harder for everyone. You might also appreciate this quick and dirty guide on how to keep up with technology as a marketer.
  8. Finally, let’s round-out this week’s look at 8 extraordinary insights into hospitality marketing and distribution with some personal news. You may have heard by now, but we’re thrilled to report that our founder and president Tim Peter has been named among HSMAI's Top 25 Extraordinary Minds for 2017 and will receive the honor at this year’s Adrian Awards in just a few days. There’s still time to attend the ceremony if you’re interested. But look forward to a full report in the coming weeks.

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 seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

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

Tim Peter

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February 16, 2018

8 Excellent Insights Into AI and the Changing Customer Journey: E-commerce Link Digest

February 16, 2018 | By | No Comments

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8 Excellent Insights Into Ai and the Changing Customer Journey: Customer using VR goggles to explore a virtual worldHey, Big Thinkers. We’re going to skip all the setup today and simply show you this list of 8 excellent insights into AI and the changing customer journey. Enjoy:

  1. It’s clear that technology plays a crucial role in shaping customer behavior. And that’s why MarketingProfs leads us off with a great infographic that asks what new technologies do consumers really want? Good stuff.
  2. While we’re looking at technologies that will change customer behaviors and expectations, don’t miss this recent episode of our e-commerce and digital strategy podcast, Thinks Out Loud, that asked will this be the year of AI in digital marketing? Spoiler alert: The answer is yes. But give a listen to the whole thing to find out why that matters for your business.
  3. Marketing Insider Group adds their voice to the chorus singing AI’s praises with this explanation of how AI will make marketing more personalized in 2018 . Well worth your time.
  4. @MarTechExec said on Twitter, "Here’s the irony: as much as the hype has overstated what AI might do for marketing in the next 12-24 months, the reality of how AI is already working in marketing today is often under-recognized" while linking to a fantastic article at Chiefmartec.com about artificial intelligence as one of the 5 disruptions to marketing this year.
  5. Meanwhile, MarTech Advisor outline four use cases of machine learning in marketing that you’ll probably want to know about.
  6. On a similar note, we’d rounded up 11 outstanding insights into AI and digital marketing along with a list of 7 ways you can use AI in B2B sales and marketing that are definitely worth your time.
  7. Of course, with all these changes brought about by major shifts in technology and customer behaviors, you might wonder how you can keep up. Fortunately, Mark Schaefer and Tom Webster’s near-perfect podcast recently tackled the new marketing career and asked, “What do you need to do to remain relevant?” Our own podcast looked at the problem not long ago and produced an episode titled, “How to Keep Up With Technology as a Marketer: The Quick and Dirty Guide.” 
  8. Finally, let’s round out our list of 8 excellent insights into AI and the changing customer journey with two recent podcast episodes that explore 6 proven digital marketing trends and offer the following advice, deal with it: digital makes marketing easier for everyone, which makes marketing harder for everyone

Have a great weekend, everyone. We’ll catch you back here next week!

If you’re looking to learn even more about how changing customer behavior will shape your marketing going forward, 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 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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February 9, 2018

10 Posts Connecting AI and Customer Experience: E-commerce Link Digest

February 9, 2018 | By | No Comments

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10 Posts Connecting AI and Customer Experience: Using a mobile phone to understand products in store

Hey, Big Thinkers! Crazy week, so I hope you don’t mind if we skip the setup and get right to this list of 10 posts connecting AI and customer experience. Enjoy:

  1. Kicking things off, Scott Monty wrote a fantastic piece for Brand Quarterly all about reclaiming humanity in business. Really good stuff.
  2. Scott’s piece was part of the inspiration behind a recent episode of Thinks Out Loud, our e-commerce and digital strategy podcast, called “Want to Beat the Machines? Don’t Be a Machine.” Be sure to give it a listen when you get a moment.
  3. Marketing Insider Group takes a great look at how AI will make marketing more personalized in 2018.
  4. Digital Trends adds to the discussions saying, don't be fooled by sci-fi stories — AI for good is on the rise.
  5. Search Engine Watch looks at artificial intelligence and machine learning and asks, “What are the opportunities for search marketers?”
  6. We’ve also rounded-up a set of 11 outstanding insights into AI and digital marketing in the E-commerce Link Digest series and asked ”Will This Be The Year of AI in Digital Marketing?” in a recent episode of Thinks Out Loud.
  7. Retail Dive explains why Amazon Go is more like Amazon 'Uh oh' for other retailers. More importantly, it raises the bar for what customers will expect from everyone over time.
  8. On a highly-related note, Mark de Bruijn has an amazing piece all about providing a seamless customer experience titled, “I want it all, I want it now” that you must see.
  9. Another great Retail Dive joint shows how Amazon's Alexa mobile app has finally found its voice, adding full Alexa capabilities to your mobile phone. Cool.
  10. And, finally, let’s wrap up this look at 10 posts connecting AI and customer experience with a set of 6 Proven Digital Marketing Trends (The Best of Thinks Out Loud). Give it a listen when you get a chance.

Have a great 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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January 26, 2018

11 Outstanding Insights Into AI and Digital Marketing: E-commerce Link Digest

January 26, 2018 | By | No Comments

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11 outstanding insights into AI and digital marketing: AI-powered VR in store

Howdy, Big Thinkers! Not a lot of setup this week. But don’t miss these 11 outstanding insights into AI and digital marketing we’ve rounded up for you. Enjoy:

    1. Miro Walker has a great piece on CMO.com that suggests, because of the rise of AI, personalization, improved CX and other reasons, 2018 is the year to abandon your comfort zone for good.
    2. Walker’s advice makes an excellent companion to this look at the 5 top digital trends for 2018 that we highlighted on our e-commerce and digital strategy podcast, Thinks Out Loud, just recently.
    3. While we’re on the topic of AI, Marketing Insider Group explores how AI will make marketing more personalized in 2018.
    4. Really cool thing here. According to Quartz, Google wants to make building an AI algorithm as easy as drag and drop. Quite an accomplishment if they can pull it off.
    5. The Harvard Business Review askshow AI will change work and offers 5 schools of thought on what that will look like.
    6. Similarly, The Future of Commerce says that the future of customer service = the best of man and machine. I couldn’t agree more.
    7. On a related note, don’t forget that AI won’t steal your job. Smart people who put AI to work will.
    8. You might also want to check out these 7 ways you can use AI in B2B sales and marketing and this examination of where AI will affect sales and marketing first… and most.
    9. One area that’s going to change a ton thanks to AI is search. That’s why Search Engine Land outlines the technology behind AI in PPC.
    10. All of this makes it understandable that you’d ask, whether voice, VR, AR, and AI represent hype or hope for marketers.
    11. Finally, let’s round out this list of 11 outstanding insights into AI and digital marketing with a set of 9 amazing posts connecting AI and marketing.

    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

January 12, 2018

9 Excellent Posts Predicting The Key E-commerce And Digital Strategy Trends For 2018: E-commerce Link Digest

January 12, 2018 | By | No Comments

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The Key E-commerce And Digital Strategy Trends For 2018: Young people browsing on mobile

Hey, Big Thinkers! Hope you’ve had a fantastic week. Before we get too deep into the New Year, let’s take a moment to explore these 9 excellent posts predicting the key e-commerce and digital strategy trends for 2018. Enjoy:

  1. There’s a great piece on Forbes, all about e-commerce In 2018 and what the experts are predicting. Really good stuff.
  2. Meanwhile, Retail Dive lays out their view of the 7 trends that will disrupt and define retail in 2018 for you.
  3. Chief Marketing Technologist outlines 5 Disruptions to Marketing, Part 4: Digital Everything. Long time readers may recognize that as another way of stating, “It’s all e-commerce.”
  4. Social Media Today outlines a great set of 18 digital strategy tips to consider for 2018 that you’ll want to review.
  5. And Fortune has a good look at the technology that will transform our world in 2018.
  6. Of course, it’s not just about the tech. Brand Quarterly quite rightly points out that the digital industry is neglecting soft skills, and it’s a problem, one we can’t continue to ignore.
  7. For starters, how about you take a moment to recognize the 25 women who rock at digital marketing, just like the fine folks at Top Rank Blog did.
  8. For other ways to win, don’t miss these 6 proven digital marketing trends that we recapped on a recent episode of our weekly e-commerce and digital strategy podcast, Thinks Out Loud.
  9. And, finally, if you’re looking for how can you succeed at digital marketing this year, these 17 great posts offer answers. Be sure to check out the whole list.

There you have it folks, 9 excellent posts predicting the key e-commerce and digital strategy trends for 2018. Now go and have a fantastic weekend, Big Thinkers. And we’ll 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

January 7, 2018

8 Amazing Posts That Explore How AI Will Affect the Travel Industry: Hospitality Marketing Link Digest

January 7, 2018 | By | No Comments

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How AI will affect the travel industry: Woman in self-driving car

Hey, Big Thinkers! So, with all the buzz around artificial intelligence in sales and marketing, you’re probably wondering AI will affect the travel industry this year — and beyond. To help you get your arms around the topic, we’ve put together this great list of 8 amazing posts that explore how AI will affect the travel industry for you. Enjoy:

  1. The Washington Post makes its Hospitality Marketing Link Digest debut with a list of travel industry trends in 2018 that you’ll want to know about.
  2. One of the biggest trends we’ll see this year is AI. And the fine folks at Koddi takes a good look at how AI is changing the travel industry. Don’t miss it.
  3. Datafloq also looks explores artificial intelligence in travel and has a great look at how AI will affect the travel industry that’s worth your time.
  4. Worried about how these changes will affect your team — or your job? A recent Skift post argues that the modern concierge is too skilled to be made redundant by technology. Maybe. But as our own Tim Peter talked about on our Thinks Out Loud podcast recently, AI won’t steal your job: smart people who put AI to work will. Make sure to give the whole episode a listen.
  5. Case in point, Tnooz reports that Air Canada is working to improve customer relationships via artificial intelligence. Expect a lot more of this to come.
  6. And if you’re worried that it’s too early — or too late — to get on-board, first, just remember that AI makes big data little and that we could all use more help there. Second, whether it’s AI, or whatever the next big thing may be, you really don’t want to wait to use emerging tech to market your hotel.
  7. Similarly, putting AI to work for your property is both critical for your long-term success and isn’t as hard as you might thing. As Tim points out in a recent Hotel News Now column, with preparation and foresight, the machines won’t win.
  8. Finally, it isn’t just AI that’s affecting the travel industry. That’s why you owe it to yourself to check out these 7 must-see posts highlighting how to market your hotel in the future. You’ll be glad you did.

If you’re looking for even more hospitality marketing goodness, you might also want to take a moment to review the slides from Tim’s recent seminar, “Digital Marketing Directions: The Key Trends Driving Your Hotel Marketing Next Year” here:

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

Tim Peter

By

December 20, 2017

10 Tremendous Insights Into the Trends Driving Hotel Digital Marketing in 2018: Hospitality Marketing Link Digest

December 20, 2017 | By | No Comments

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Trends Driving Hotel Digital Marketing: Guest shopping on tablet for hotel direct booking

We’re coming up on the end of a big year, Big Thinkers, filled with fascinating news and insights affecting distribution, digital marketing, and the overall hospitality landscape. To help you make sense of it all, here are 10 tremendous insights into the trends driving hotel digital marketing in 2018. Enjoy:

  1. One of the top posts of the past year explored why Airbnb keeps winning at hospitality. In many ways it builds on a top post from last year that asked, what business is Airbnb in? Hotels? Or hospitality? Both posts are definitely worth your time as we continue to deal with Airbnb’s place in the hospitality ecosystem.
  2. It seems a bit weird to include a round-up post in… a round-up post, but these 9 popular hotel marketing and distribution posts for you from earlier this year were simply too, well, popular and important insights into the trends shaping next year to leave out.
  3. Artificial intelligence undoubtedly represents one of the key trends to watch as we head into the New Year. Which is why you need to check out this look at how to make AI work for successful hotel marketing and AI for marketing: AI makes big data little. Both are well worth your time.
  4. Of course, AI isn’t the only big trend coming in 2018. That’s why you owe it to yourself to review these 7 must-see posts highlighting how to market your hotel in the future.
  5. While it isn’t a new trend, these 8 posts highlighting the growth of mobile in travel marketing certainly call attention to one of the most important trends you’ll face in the New Year.
  6. And yet another “holdover” trend examines the single most effective way to improve your brand’s marketing. Simply must-see.
  7. With slowing growth due to market saturation, the OTA’s certainly aren’t sitting on the sidelines through all these changes. That’s why this report from Tnooz that Expedia has set its sights on legacy tech with ambitious ‘travel platform’ for hotels is so noteworthy. So is this post that examines Airbnb and Expedia, execs answering 10 pressing questions. Ultimately, it’s a key reminder of this Warning: OTA’s want to own your guests every step of the way.
  8. In the escalating war of words we’re seeing with OTA’s vs. brands, the fact that OTA’s say hotel companies are just as bad for consumers as… OTA’s(?!?) was definitely one of the weirder things we saw all year.
  9. While we’re on the topic, you might also want to check out these 8 insights into OTA’s, personalization, and your overall digital strategy. Seriously good stuff there.
  10. And, finally, with the rate of change, it’s understandable that when it comes to hospitality digital marketing and distribution, you might ask, “Is it time to give up?” We’d say, “No.” Now go check out the whole post to see why.

Well, there you have it, Big Thinkers. Another year in the books. 2017 has been an amazing year for us here at Tim Peter & Associates, and a great one overall for our clients. We’re incredibly grateful for all the good fortune that has come our way. Hope the same has been true for you too. And keep checking back all next year (or subscribe to receive updates here). There’s a lot more to come as we head into 2018.

If you’re looking for even more hospitality marketing goodness, you might also want to take a moment to review the slides from Tim’s recent seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

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

Tim Peter

By

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

By

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

Looking to drive results for your business? Click here to learn more.


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: