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Tim Peter Thinks

Tim Peter

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March 15, 2015

7 Truly Useful Hospitality Marketing Messages: Hospitality Marketing Link Digest

March 15, 2015 | By | No Comments

Hotel guests increasingly use mobileHope you’re having a great weekend, Big Thinkers. As you begin to gear up for another amazing week, take a few moments to review these 7 truly useful hospitality marketing messages, too. Enjoy:

  1. Leading off, we’ve got a huge list of lessons learned at HSMAI’s Digital Marketing Strategy Conference. Excellent round-up featuring some fascinating topics.
  2. Among the topics from HSMAI’s recent conference is how marketing and revenue management can work together more effectively, which is also the focus of this Tnooz look at building a bridge between revenue management and marketing in hotels. Really solid stuff.
  3. Continuing the marketing/revenue management theme, Hotel Marketing reports on a new Cornell Hospitality Research study that says reactive pricing strategies don’t work in hospitality. Fascinating read with an important message.
  4. Shifting gears, Skift talks with four top hotel CEOs about how brand loyalty has changed. Definitely worth taking a look.
  5. Meanwhile, Mobile Commerce Daily examines Marriott International’s introduction of Apple Pay at its hotels. As I mentioned the other day, mobile payments probably have a lot of life ahead of them. I’ve called them a game changer, a trend worth watching, and a key driver of e-commerce growth on various occasions. We haven’t heard the last of the discussion around mobile payments, so stay tuned for more.
  6. Travolution offers a series of insights into the blurring world of commerce and search that’s worth a read.
  7. And, finally, you’ll also want to check out these 7 outstanding hospitality marketing insights, the top posts from February when you have a moment.

There you have it, folks. 7 truly useful hospitality marketing messages to help you make sense of the constantly shifting travel marketplace. Check them all out and get ready for success. At the same time, if you’re looking for even more of the best hospitality marketing advice and insights then don’t miss these “5 Amazing Travel Marketing Posts for You,” “The 6 Best Travel Marketing Posts This Past Week,” these “6 Superb Hotel Marketing Insights,” and these “6 Totally Brilliant Travel Marketing Posts,” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

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

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

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

Tim Peter

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December 19, 2014

9 Shocking E-commerce Directions for 2015: E-commerce Link Digest

December 19, 2014 | By | One Comment

Mobile nowOK, Big Thinkers, we’ve almost made it. Just another week or so to go before the New Year is upon us. To get you ready for the big day, take a look at these 9 shocking trends shaping e-commerce and digital marketing in 2015.

  1. Forrester says that 62% of businesses still treat mobile as a new technology, according to an article on Mobile Marketer. 62%?!? Almost two-thirds? How can that be? Mobile is far more than a trend at this point. It’s a way of life for your customers. For instance, Luxury Daily has data that shows mobile is making big inroads among higher-income consumers, with fashion and luxury purchases representing 33% of all mobile transactions. And, as is often the case with e-commerce, that activity will trickle down to middle and lower-income consumers over time. (Especially when we’re seeing a big rise in the quality and quantity of $30 smartphones available). If that number is still above 50% in 6 months time, I’m going to be really shocked.
  2. Speaking of shocking facts, the Boston Globe notes that retail customers now set the trends in age of e-commerce. Due to the rise of e-commerce, customers now expect variety among the products and services they choose. And as we enter a world where it’s all mobile commerce they don’t have to wait to get home to actually buy from someone else if you can’t meet their needs. Mobile commerce will win, for sure. Which is why the best strategy is to integrate mobile into the shopping experience naturally. The best way to beat show rooming is to support your customers and direct them to your own mobile site when you don’t have exactly what’s needed in-store.
  3. For examples of how mobile might change the retail experience in practice, check out this eMarketer report: “Auto Dealers 2015: Still Waiting on Mobile,” which highlights the ways auto dealers are about to feel the pain of disruption in the next year or two. Compelling read and a valuable case study for any industry.
  4. The New York Times lists the dozens more companies that have signed up for Apple Pay. I strongly suspect that digital wallets will be the top e-commerce trend shaping customer behavior in 2015. Most importantly, it will streamline mobile commerce transactions, eliminating the need to type tons of characters into tiny little form fields. And secondly, because as consumers gain familiarity with the process, they’ll expect the same behavior during any checkout process, whether mobile, online, or in-store. Stay tuned for much more on this front.
  5. Another great look at customer behavior comes from Linda Bustos and the fine folks at GetElastic, with their latest infographic, “The Tablet Commerce Barometer.” Cool insights into how your customers use tablets in ways that differ from smartphone or desktop. Well worth checking out.
  6. Looking for even more disruption? The Verge outlines Amazon’s test of its one-hour Prime Now delivery service in New York City. This is what you’re competing against. And if waiting an hour or two is preferable to purchasing in your store, you need to take a good look at what you need to do better.
  7. One long-standing way of offering a more personalized experience to your customers is to provide a loyalty program. And as eMarketer notes, if you really want to know whether loyalty programs are worth it, just ask Amazon. The report details how much value Amazon receives from its Prime customers (hint: a LOT), and offers some guidance on what you can do to compete.
  8. Another key trend worth watching as we head into next year, according to the GetElastic team, is visual search. While I suspect that’s going to take a bit to become a mainstream behavior (I think voice is far more practical in most cases), it’s undoubtedly worth keeping an eye on as we head into 2015. Pay attention to what your customers are doing in-store and get ready to move if you see a big shift in activity there. Oh, and while we’re on the topic, you’re really going to want to check out the newly updated edition of “Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website” by Bill Hunt and an old friend around here, Mike Moran (you can also check out my review of “Search Engine Marketing, Inc.” here). Bill and Mike have created an outstanding look at search engine marketing overall, and provided the right foundation no matter what direction search heads.
  9. Finally, no matter how much things change in 2015, no matter how shocking the changes upon us, content will remain king, helping your customers to find, research, desire, and purchase the products and services they need. To that end, check out these fantastic Search Engine Land tips on how to make every single page on your website evergreen. Excellent advice to help your search engine rankings, and your customers, regardless of where, when, and how they choose to purchase.

If you’re interested in more, you’re going to want to check out these 4+ Outstanding E-commerce Insights to Kick Off Your Week, the 11 Exceptional Reads about E-commerce and Mobile, these 5 Must-See Black Friday and Cyber Monday Trends: E-commerce Link Digest and the 9 Outstanding Marketing Posts to Warm Up Your Weekend: E-commerce Link Digest from our regular E-commerce Link Digest series. Plus don’t miss 10 Exceptional Marketing and E-commerce Essays: The Top Posts from November, too.

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

You 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

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October 10, 2014

8 Potentially Game-Changing Trends: E-commerce Link Digest

October 10, 2014 | By | No Comments

Mobile ecommerceTons of good stuff this week, Big Thinkers, from around the mobile, e-commerce, and digital marketing sphere that may shape the way you structure your digital strategy in 2015. While reading about what a mobile strategy looks like, provided 7 key tips for more effective email marketing, and uncovered why mobile matters for better email marketing this past week, I didn’t want you to miss the following 8 potentially game-changing trends detailed in the following posts. So, let’s get on with the list:

  1. Leading off, eMarketer releases research showing consumers are bullish on a mobile payments for the future. And in related news, TUAW offers an in-depth look at what’s behind Apple Pay’s secure payment system. These reasons illustrate why I think mobile payments represent the big game changer for mobile commerce.
  2. Sticking with mobile e-commerce for a moment, Forrester encourages retailers to embrace responsive Web design to lure mobile buyers.
  3. Search Engine Land details Google’s upgrades to “Conversational Search” on its mobile apps.
  4. Future Commerce poses the very important question, “Black Friday is fast approaching: Is your e-commerce store ready?
  5. In “I did not see that coming news,” it looks like Amazon is going to test its first retail outlet in the next couple of months. It’s all part of reducing the amount time that exists between customers placing orders and getting their stuff. This is going to get interesting.
  6. Getting your customers to talk about your products and services plays a big role in any successful e-commerce and digital marketing strategy. Fortunately, Marketing Charts details which types of product offers consumers will share on social media.
  7. Linda Bustos and the fine team over at GetElastic offer a terrific infographic showing differences in how men and women shop online.
  8. Finally, even with all the growth in digital, many large businesses continue to use TV as their primary channel for reaching customers. But that tide is starting to turn. Business Insider uncovers the tale of ad agency Omnicom telling its advertisers to shift TV spend to online video. Given that it works with brands like Pepsi, McDonald’s, Apple, and Starbucks, that’s a really big deal.

Looking for even more e-commerce link digest goodness? Take a look at these “6-Plus Incredible E-Commerce, Mobile, and Marketing Posts,” “7 Marketing Tips You Won’t Want to Miss,” and the rest of the E-commerce Link Digest series. You might also want to check out this list of “8 Crucial Marketing and E-commerce Posts: The Top Posts from September,” our regular round-up of the most popular posts from last month.

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

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

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

Tim Peter

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September 21, 2014

Rising Mobile Bookings, Big Data, and More: Hospitality Marketing Link Digest

September 21, 2014 | By | No Comments

Woman traveler mobile phoneLooking for the best hospitality marketing, e-commerce, and distribution posts from around the web? Then you’ve come to the right place. Without further ado, check out this round-up of posts that looks at rising mobile bookings, Big Data and more as part of my Hospitality Marketing Link Digest series. Enjoy:

  1. Criteo recently released its latest “Travel Flash Report” [PDF link] highlighting how customers buy travel today. The big takeaway: Mobile is huge. If you don’t want to read the whole report, Mobile Commerce Daily notes the skyrocketing mobile booking demand despite the lack of optimized experiences and Hotel Marketing highlights the 20 percent increase in mobile travel bookings in the first six months of 2014. Finally, Tnooz offers its summary of the rise of mobile bookings captured in the Criteo report, too.
  2. Speaking of mobile bookings, Tnooz also uncovers how mobile at a global hotel powerhouse is boosting the bottom line, with a look at IHG’s recent moves in the space. Great read.
  3. Luxury Daily explores Luxury Collection’s entry into e-commerce to bring hotel experience directly to consumers.
  4. Another Tnooz article examines how one DMO makes better decisions through travel big data that underscores some points I made in a recent post called “The Truth About Data-Driven Marketing.” Good stuff when you get the chance.
  5. Travolution mentions that restaurant bookings on TripAdvisor go live after Lafourchette buyout and explains what that means for travel marketers. I’ve tried to explain what in the world Priceline and TripAdvisor are up to in the past (and recently took a look at Google’s plans for hotel distribution. The bottom-line is that intermediaries will continue to drive up your costs and these recent consolidations simply provide them more pricing power. It’s important you protect yourself.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, too:

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

Tim Peter

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September 19, 2014

6+ Digital Marketing Posts You Must Read This Week: E-commerce Link Digest

September 19, 2014 | By | No Comments

Man using iphoneA couple of days ago, I went ahead and ordered Apple’s new iPhone 6 Plus. And since I’m getting a 6 Plus, this week, you get 6 plus digital marketing posts you must read this week (you see what I did there). Anyway, enough (corny) jokes. Here’s the list:

  1. eMarketer has research that suggests mobile users will pass on retail purchases via apps. Color me skeptical. I seem to remember similar complaints about e-commerce on desktop computers back when that all started 15-20 years ago and look where we are now.
  2. Interesting round-up of mobile payments stories, particularly following the launch of Apple’s new Apple Pay offering (which got somewhat buried during their launch of the new iPhones/Watches, and which I think will be a game changer for mobile commerce). The Washington Post highlights why Wal-Mart is rejecting Apple Pay (its pursuing a competing mobile payment system) while Mobile Commerce Daily uncovers evidence of Apple Pay’s halo effect in Subway’s Softcard partnership. This also underscores my skepticism about the eMarketer study mentioned earlier. And given the increasingly outsized role mobile plays in e-commerce discovery compared with desktop.
  3. Fascinating analysis over on Quartz that details how Amazon is now aggressively going after Google’s core business. The whole AGFAM group bears continued watching, and Amazon’s moves in this area, in particular, ought to keep Google on their toes in the coming years.
  4. Moving on, Luxury Daily highlights recent comments by Brian Shaw at Christie’s, who talked about how brands can humanize e-commerce through passion and education. Using emotion and storytelling in digital marketing can provide you a clear way to differentiate your brand and communicate your brand story more effectively. Great stuff and well worth your time.
  5. Speaking of story-telling to grow your brand, this week’s episode of my Thinks Out Loud podcast explored how word of mouth and digital work together. Check it out if you get a chance.
  6. Finally, you might want to check out the video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year,” which talks about brand storytelling now that we’re all publishers; the rise of Internet, everywhere behavior among your customers; and how you can use increasing opportunities for data collection to gain deep customer insights. And, as a bonus, I’ve embedded the slides below.

Want more Link Digest goodness? You can check out last week’s list of 10 Must-Read E-commerce/Digital Marketing Posts and the entire E-commerce Link Digest series as well.

As mentioned earlier, you might enjoy the slides from my webinar earlier this week:

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

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