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Tim Peter Thinks

Tim Peter

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July 30, 2014

The State of Search Marketing – Thinks Out Loud Episode 83

July 30, 2014 | By | No Comments

What's the state of search

The State of Search Marketing Headlines and Show Notes

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

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 14m 19s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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July 23, 2014

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

July 23, 2014 | By | No Comments

Mobile and ecommerce go hand-in-hand

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

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

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 18m 47s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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July 21, 2014

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

July 21, 2014 | By | No Comments

Mobile ecommerce growth

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

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

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

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

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

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

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

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

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

Interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

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

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

Tim Peter

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July 16, 2014

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

July 16, 2014 | By | No Comments

Follow the leader

Where Your Customers Are Taking Marketing Headlines and Show Notes

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

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 14m 37s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

By

July 9, 2014

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

July 9, 2014 | By | No Comments

Mobile phone street

Marketing’s Future Has Arrived Headlines and Show Notes

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

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 14m 27s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

By

July 7, 2014

The Shocking Truth About Millennials and Digital Media

July 7, 2014 | By | No Comments

Millennial couple using mobile to shopWow. Talk about burying the lede. Marketing Charts highlights research from Experian that shows how Millennials consume media, and notes the prominence of TV:

“But, Millennials share a common trait with their older counterparts: of the various devices available to them, TV still rules, accounting for the single largest share of their total weekly media time. For Millennials, TV captures about 25 hours of their 67 weekly hours of media time, or about 37% share. “

This data ignores the fact that Millennials consume 32 hours of media weekly using digital technologies. Now, last time I checked 32 hours (digital) is more than 25 hours (TV). Yes, they’re using multiple devices to access digital media, but that’s besides the point. Truly. Whether a consumer chooses their smartphone, tablet, laptop, or desktop to get on the web, use apps, or watch digital video has much more to do with what’s close at hand, not whether they prefer a given device.

And speaking of smartphones:

“Millennials — not surprisingly — are avid smartphone users. On average, Millennial smartphone owners spend roughly 14.5 hours per week using their devices, or more than 2 hours per day. Overall, they account for 41% share of aggregate time that Americans spend with smartphones, despite comprising just 29% of the population.”

Even more impressive:

“Some 43% of Millennials access the internet more through their phone than via a computer…”

I mentioned a story in last week’s podcast about Jeff Bezos talking to the staffers at the Washington Post, where he shared the following wisdom:

“What has been happening over the last few years can’t continue to happen,” [Bezos] insisted. “All businesses need to be young forever. If your customer base ages with you, you’re Woolworth’s.

And, as I noted in the podcast, if you don’t know what Woolworth’s is, that’s the point.

Again, the simple fact is that Millennials spend more time using digital than any other demographic cohort. Millennials spend more time using their smartphones than any other demographic cohort. And Millennials are more likely to use their smartphone as their primary way to access the Internet. We’re witnessing a changing of the guard here, folks. It’s time to recognize that fact and align your efforts with the changing needs of your customers. Or run the risk of becoming Woolworth’s — even if you don’t know what that is.

Interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

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

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

Tim Peter

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June 23, 2014

Wickedly Effective Laws for E-commerce Websites

June 23, 2014 | By | No Comments

Young couple using e-commerce website to buy onlineE-commerce is a tricky beast, encompassing a variety of disciplines and approaches for finding, engaging, and assisting customers with their purchase decisions. You’ve got to know at least a bit about search and social and marketing and merchandising and a whole host of other skills ranging from the top of the funnel to user experience design to post-conversion customer service. And that’s before dealing with all the changes wrought customers’ shifting behaviors towards tablets and mobile and wearables.

I often find it’s helpful to start small. Instead of trying to do everything at once, focus on a few, critical elements of your plan and then execute against those elements.

Where should you begin? What are those “few, critical elements?” Well, happily, that’s the topic of my latest Biznology post, “The 5 Laws of Effective E-Commerce Websites.” Among the elements I recommend:

  • Solve Your Customers’ Problems First. Your customers are busy people, with busy lives. It’s not that they don’t care about you; they’ve just got lots of other things to worry about. Help your customers accomplish their goals and they’ll help you reach yours.
  • Focus on Key Metrics. Your sales represent the lifeblood of your organization, generating cash-flow and profit to sustain and grow your operations. Metrics serve as the “pulse” of your business, helping you measure your company’s health and directing you towards the right remedies when things aren’t going as well. Develop a data-driven culture that helps you identify what is and isn’t working so you can keep your business healthy. Utlimately, analytics and data aren’t about web metrics; they’re about business metrics.
  • Improve Your Images. “A picture is worth a thousand words,” may be one of the oldest clichés around. It’s also true. Plenty of evidence exists to show you can measure what a picture’s worth in dollars as well as words. Customers rely on what they can see online at least as much as what they can read. Create clear, crisp, attractive imagery that highlights the benefits your customers will receive from your products and services to drive increased engagement and interest.

Of course, these three items are just the beginning. You can check out all 5 laws of effective e-commerce websites, as well as how you can apply them to your business over on Biznology

If you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, register here to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it was originally written with hotel and resort marketers in mind, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. Again, though presented to a travel marketing audience, the talk covers many essential laws of e-commerce and digital marketing across industries:

Finally, you might also enjoy some of our past coverage of how the social, local, mobile web continues to shape e-commerce and business generally, including:

Tim Peter

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June 18, 2014

What Does “It’s All E-commerce” Really Mean? Thinks Out Loud Episode 77

June 18, 2014 | By | No Comments

What does I'ts All E-commerce Really Mean

What Does “It’s All E-commerce” Really Mean? Headlines and Show Notes

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

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 15m 40s

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 11, 2014

Why Mobile Commerce Will Be Even Bigger Than You Think – Thinks Out Loud Episode 76

June 11, 2014 | By | No Comments

Woman shopping mobile customer

Why Mobile Commerce Will Be Even Bigger Than You Think Headlines and Show Notes

You might also enjoy my slides from the “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing” presentation for further examples of companies following — and breaking — best practices to great effect:

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 22s

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 9, 2014

How to Reach Top Decision Makers in 5 Minutes

June 9, 2014 | By | No Comments

Executive woman tablet carYou want to reach top decision makers? It’s easier than you think. Just as with any marketing or e-commerce initiative, the key is to reach customers where and when they want to hear from you. Easier said than done, you say? Not really. The one place that executives and senior management pay attention to more than anything else remains their email inbox.

Now, it’s probably no secret I’m a big fan of email marketing, long calling it the forgotten social network and including posts about improving its value in the top e-commerce and digital marketing posts for the last two months.

Don’t believe this? Check out this excellent Marketing Charts study that shows global executives rely on email to consume and share industry information:

“Email newsletters also significantly outpace social media accounts as news sources, with social platforms generally used more for sharing than sourcing content. Even so, results from the survey show that executives are far more likely to use email (80%) to share content than they are to turn to specific social platforms such as Twitter (43%) or LinkedIn (30%).”

This data underscores the importance of email for reaching key decision makers, particualrly if you’re a B2B enterprise looking to converse with managers and executives. Yes, social and search often represents best practice for reaching customers. But as I talked about last week, best practices only truly live up to the name when they work for your business.

Now, how can you make this work for you? Simple. Here are three key steps to keep in mind:

  1. Talk in their language. Think about who you’re talking to. Your customer has a set of needs. Talk in terms of benefits that matter to drive opens and click-throughs.
  2. Don’t waste their time. As I’ve talked about before, your customers don’t really have time to care about you. It’s not that they’re bad people; they’rebusy. Focus on addressing their needs immediately. Solve their problems first and that will help you solve yours, too.
  3. Keep the conversation going. Finally, don’t give up on email. Its value is in creating an ongoing dialogue. Your customer needs to see your message when they’re ready for it and if you’re only sending irregularly — or not at all — you won’t be found when they’re ready to hear from you.

Email is far from dead. And, as this data illustrates, it can be the very best channel for reaching key customers. Which, really, is what your digital marketing and e-commerce efforts are meant to do, isn’t it?

Interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing:

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

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