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February 12, 2019

Why Google is the Beast That Scares Your Industry’s 800-lb. Gorilla (Thinks Out Loud Episode 238)

February 12, 2019 | By | No Comments

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Google is the beast: Gorilla aggressively defending its territory

Why Google is the Beast That Frightens Your Industry’s 800-lb. Gorillas (Thinks Out Loud Episode 238) – Headlines and Show Notes

Subscribe to Thinks Out Loud

Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about the key trends shaping marketing in the next year. Here are the slides for your reference:

Technical Details for Thinks Out Loud

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

Running time: 16m 29s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], the Google Play Store, via our dedicated podcast RSS feed )(or sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player at the top of this page.

Why Google is the Beast That Has Your Industry’s 800lb Gorillas Running Scared Transcript

Well, hello again everyone. Welcome back to Thinks Out Loud, your source for all the digital marketing expertise your business needs. My name is Tim Peter. Today is Monday, February 11th, and this is Episode 238 of the big show. I am so thrilled you are here with me again today. I really appreciate it.

I want to open by building on a whole chunk of episodes that we’ve been talking about over the past handful of weeks and months, and it all starts with a news story that I saw not long ago on skift.com where Mark Okerstrom, who’s the CEO of Expedia, was talking about how he’s a little scared of Google. He said that Google is their number one competitor. It’s not booking.com, it’s not other online travel agencies, it’s not hotel companies, it’s not even Airbnb. It’s Google. He said the internet has been littered with the bodies of companies put out of business by Google, and of course he’s trying to make sure Expedia isn’t one of them.

Now, you have to remember, this is a huge company. They get some 40 million visits a month, at least according to alexa.com, and are undoubtedly among the top five most important companies in the travel industry easily. More importantly, among the top digitally-native companies in the travel industry. This isn’t somebody who’s quote unquote a “legacy player,” trying to fight off some insurgent or the old story of the couple of guys in a garage who come out of nowhere to take down an incumbent leader. This is a digital-first, digital-native company that is now facing the biggest, most existential challenge it has ever faced by another digital-native, digital-first company that’s been around for about as long as they have. A little bit longer, but not a whole lot longer. And the reason is because Google is the ultimate gatekeeper.

There are a number of players out there who are the big gatekeepers. Google, obviously, and YouTube obviously, and Apple and Facebook. Facebook’s little buddy Instagram and Netflix and Amazon. These are the gatekeepers. They get to decide who lives and who dies based on where they send the customers who start their journeys with them. Let’s be fair, most customers start their journeys either for very specific types of content or very specific types of experiences with one of these folks. Obviously, they are the biggest competitors to one another because they’re competing with one another to be the place that customers start those experiences.

There was a funny story a couple of weeks ago … well, not “funny.” An interesting story about a week ago or so where Apple blocked Facebook and Google from its App Store for a couple of days because those companies broke the rules that Apple had established for what’s allowed in the App Store. Now, imagine if that happened to your business. What that would do to your business? What that would do to your company?

Now, you’ve probably heard people talk about earned, owned, and paid media, and I always ask people to consider when you think about Google or when you think about Facebook or when you think about Instagram, what kind of media are those? Are they earned? Are they owned? Or are they paid?

I frequently heard people say that really they’re all three because obviously if you earn links or you’re in social, trending, that is earned media. You also have your own page on Facebook or your own results on Google, so that’s owned. Of course, you can buy ads, so that’s paid. But I don’t think that’s the right way to think about it. I think that these folks represent none of these categories.

I think that they are leased media, L-E-A-S-E-D media, or maybe rented. It’s kind of like you have an apartment, not like you have a house. Maybe you can hang a few pictures or you can put some paint on the walls, but the walls themselves belong to, if I can mix a metaphor here, the gatekeeper. Do you control what people see on Facebook? No. On Instagram? No. On Google? Hell no. You don’t control any of those. They have an algorithm that says what people see and what people will experience even when they’re looking for your brand, when they’re looking for your business. We’re seeing more and more examples of that.

I’m gonna post a link in the show notes to some tests that Google’s been running where you have to scroll three, four, screens on mobile before you ever see an organic search result. Suddenly, something we’ve taken for granted for a long time is starting to go away. Now, there are some terrible implications here that we’ve talked about before in the episode about digital is like gravity.

Guillaume Chaslot, and I hope I’m pronouncing his name correctly, that’s G-C-H-A-S-L-O-T on Twitter, who works for YouTube, has an amazing thread from earlier today about his work on YouTube’s content recommendation AI and how it regularly offered some truly disturbing and challenging content to viewers. When I say challenging, I don’t mean challenging in the sense of made them think hard. Quite the opposite, it outlined things like Flat Earth videos being promoted 10 times more than ones that talked about the Earth being round. It creates this issue where these folks are deciding what our customers and what are citizens see every day, and that’s got a real challenge in all kinds of ways.

Now, in the interest of what we talk about on the show, what I talk about on the show, I’m gonna keep it to the business side, but obviously that’s incredibly important to recognize the amount of power that these gatekeepers hold with regard to your business. The fact of it is, customers need gatekeepers because they need guideposts to help them find everything that’s out on the internet, everything that exists when they have a problem that needs to be solved. Customers don’t want 50 different gatekeepers. That’s too hard. They’ll settle for just a few. In fact, they kind of have to because if there are 50 different gatekeepers, then they need another source to say, “Which of those 50 is appropriate for the specific challenge they have?” Which then means all we’re doing is creating one more gatekeeper and one bigger gatekeeper.

That’s one of the reasons that digital often means you have to get big or go niche, which is something Hal Varian and Carl Shapiro pointed out in their fantastic book Information Rules, and something I’ve talked about plenty of times because, A, I think it’s a great book, and, B, I think they’re right. It’s also one of the reasons why everything becomes a service in digital. It’s all about ease of access to information and products and services, but as I just described a moment ago, that’s also literally where the gatekeepers come from. They exist because customers need it to be easy to find the products and services that they want. If you make a product or you make a service, you have to exist in the universe of the gatekeeper or else they’ll never find you. Your customers will never find you.

Now, how do you compete with that? Well, I’ve talked before about how you can compete with Amazon and places like that, but I want to take a step back and say more generically what you need to do with regard to gatekeepers.

There are really about five different things.

First, don’t put all your eggs in one basket. Years ago, I worked for a hotel company. I worked for a luxury hotel company and we ranked very well for search terms like “luxury hotels” and “extraordinary hotels” and things like that. Of course, the economic downturn came and our traffic dried up because we relied heavily on Google and especially organic search for the vast majority of our traffic.

Now, we knew that was a problem. We knew we had too many eggs in one basket there. Unfortunately the economy kicked us in the rear end before we had a chance to do anything about it because when the economic downturn happened, people stopped searching for “luxury hotels”. They started searching for “cheap hotels” and “discount hotels” and “really cheap hotels” and “really, really cheap hotels”. As somebody who worked for the company noted at the time, Google sneezed and we caught a cold.

You have to look at a channel mix that makes for … For your business that works for you business. Try to grow smaller channels like social or referral or email and I mean really email to represent, A, a healthy share of your business, and also to grow at a faster rate than you might from places like organic search or paid search because you want to mix where all your traffic sources come from so that no one gatekeeper can choke off your business completely.

The second is you have to own your own content because if you don’t … We’ve said many times before … I’ve said many times before that content is king, and if you don’t have content, you don’t have search. If you don’t have content, you don’t have social because there’s nothing for your customers to share. To get that healthy channel mix I mentioned a moment ago, you have to make sure that you have things to offer in those various channels, so think about the content that your customers need and the places that they consume it that you can help them find that you are the right answer to their problem when they need a product or they need a service.

You also need to support other channels that challenge the big gatekeeper. Most importantly, you’re not looking for Google #2. You’re not looking for Facebook #2. You’re looking for, where are those places where your customers congregate that maybe aren’t the big gatekeepers? It doesn’t matter if some social site or some vertical search is small overall. It matters if they’re able to reach the people you want to reach.

The fourth thing you need to do is make sure you play nice with the beasts that … They’re the 800-pound gorillas … Obviously, you want to make sure you show up on Google. You want to make sure you show up on Facebook. You want to make sure you adapt to their changing products. As Google does more with local search or does more with featured snippets, as it does more with InfoBoxes. You want to make sure you show up in those places for the right customers and for the right search.

However, and this is number five, you also should ask whether everything Google asks for you to do is good for your business. Obviously, you want to play nice with these giant beasts with these giant gatekeepers. You also want to make sure that you’re doing what’s right for your business. If you look at AMP pages, they’re not necessarily a good thing for every business. Sure, they’re great for Google, but are they good for you? Make sure you’re looking at whether you should participate in the various programs that Google and Facebook and Amazon and the other gatekeepers offer. Do they really help your business? Or do they only benefit the gatekeeper themselves?

Don’t put all your eggs in one basket. Make sure you own your own content. Support other channels that challenge the big gatekeepers. Yes, play nice with them, but also ask whether everything they ask for is good for you. If you do that, you put yourself in a good position to manage your relationship with the gatekeepers and succeed even as they continue to grow.

Now, looking at the clock on the wall, we are out of time for this week, but I’d like to remind you that you can find the show notes for today’s episode as well as an archive of all our episodes by going to timpeter.com/podcast. Again, that’s timepeter.com/podcast. Just look for Episode 238. While you’re there, you can click on the Subscribe link in any of the episodes that you find there to have Thinks Out Loud delivered to your favorite podcatcher every single week. You can also subscribe in iTunes or the Google Play Music Store or Stitcher Radio or whatever your favorite podcatcher happens to be. Just do a search for “Tim Peter Thinks”, “Tim Peter Thinks Out Loud”, or “Thinks Out Loud”. We should show up for any of those.

I’d also very much appreciate it if you could provide us a positive rating or review while you’re there. It would be so helpful to me. I’d also like to thank our sponsor. Thinks Out Loud is brought to by Solo Segment. Solo Segment focuses on AI-driven content discovery and site search analytics to unlock revenue for your business. You can learn more about how to improve your content, your customer satisfaction, and make your search smarter by going to solosegment.com.

You can also find Thinks Out Loud on Facebook by going to facebook.com/timpeterassociates. You can find me on Twitter using the Twitter handle @tcpeter, or of course you can email me. Just send an email to podcast@timpeter.com. Again, that’s podcast@timpeter.com.

With that, I want to say thanks again so much for tuning in. I very much appreciate it. I hope you have a wonderful week ahead, a great weekend, and I look forward to speaking with you here on Thinks Out Loud again next time. Until then, please be well, be safe, and of course as ever, take care everybody.

Tim Peter

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January 9, 2019

The Single Biggest Change Shaping Business Today (Thinks Out Loud Episode 257)

January 9, 2019 | By | No Comments

Speed: The single biggest change to business - fast-moving car driving towards the futureLooking to drive results for your business? Click here to learn more.


The Single Biggest Change Shaping Business Today (Thinks Out Loud Episode 257) – Headlines and Show Notes

Speed is the single biggest change shaping business today. The pace of change, the speed at which customers experience and accept new innovation dramatically shifts customer behavior and business models alike. Customers expect quick, frictionless interactions with your business, which means that today, “Instant gratification isn’t fast enough.” And that’s why this episode of Thinks Out Loud breaks down why speed represents the single biggest change shaping business today.

Here are the show notes:

Subscribe to Thinks Out Loud

Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about the key trends shaping marketing in the next year. Here are the slides for your reference:

Technical Details for Thinks Out Loud

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

Running time: 15m 44s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], the Google Play Store, via our dedicated podcast RSS feed )(or sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player at the top of this page.

The Single Biggest Change Shaping Business Today (Thinks Out Loud Episode 257) – Transcript

Well hello again everyone, and welcome back to Thinks Out Loud, your source for all the digital marketing expertise your business needs. My name is Tim Peter. Today is Wednesday, January 9th, this is episode 237 of the big show, and it's our first show of 2019, so Happy New Year everybody! I'm so thrilled you are here with us. This is so cool. I'm glad to be back, and I'm so excited about all of the stuff we are going to do together this year. 'Cause it's gonna rock.

Now, just before the holidays, I looked at whether a digital, the digital world in which we live, makes every company a technology company. I also took a big deep dive into whether digital will turn every business into a service. Now don't worry, I'm not going to recap those episodes in detail, you can listen to them, there will be links to those episodes in the show notes. I highly recommend you check them out.

What I do want to say is, that's gonna be a core theme we're gonna talk a lot about over the next handful of weeks and months, is how digital is not just shaping your business, but how it's shaping the world around you, and what that means for your business. And by far, I want to talk about the biggest issue that's facing companies today. The biggest change that is facing companies today. And in many ways the biggest challenge that is facing companies today. And that is speed. It's the speed that your customers expect in every interaction. It is the speed with which customers expect things to happen for them. I've said many times that instant gratification is not fast enough. And that's the world we live in now.

But here's a terrifying thought for you if you are remotely challenged with the speed at which change occurs today. And that is that change, right now, is slower than it ever will be again. Seriously. Because the pace of change, the amount of change, the speed at which change will occur isn't slowing down any time soon. It's only going to get faster.

Let me give you a couple of examples of what I mean by that. You are undoubtedly aware that the Consumer Electronic Show is happening in Las Vegas right now, or at least as I record this, the Consumer Electronic Show is ongoing. And at the Consumer Electronic Show, all of the biggest technology companies in the world are rolling out their latest and greatest innovations. And the things that will shape customer behaviors, and customer desires, and customer demand over the next you know, eight, excuse me nine to twelve to 18 months or more.

Some of them undoubtedly are going to blow up in a good way, you know they're going to shape everything. Some of them, undoubtedly will fall by the wayside. I'm not here to make predictions as to what's going to win, and what's going to fail and all the sort of thing. I may allude to them over time. But you know the point is that what is very useful about CES, about the Consumer Electronic Show, is that you get a sense of the trends that are important to manufactures. In all likelihood because they are doing a pretty good job of interpreting the trends that are important to customers. I guarantee you, there's always gonna be one or two that kind of slip below the radar that don't emerge for a little bit. But, there's a pretty clear set of trends of things that are going on at CES right now, that highlight why speed is so important.

So just to take a look at these, we have things like AI. Obviously we've talked about AI here on the show a lot. I'm not gonna belabor the point. It's big, it's getting bigger, and it is a part of our world every day. We have voice computing with Google Assistant and Amazon Alexa, and many others that are out there. Though obviously Google and Amazon seem to be winning the race, at least right now. We have Blockchain, which, I'm not gonna go down that rabbit hole right now. It's beyond the scope of today's episode. But it's clear that we're starting to see its place in advertising, currency, and the trust environment more generally emerge and begin to take more fixed shape, is something we're gonna watch very closely over the next few years. We have things like self-driving cars, which again, beyond the scope of the episode, beyond the scope of the show generally. But clearly something people are talking about.

If we want to get a picture of just one company, Google, all by itself, discussed how its mobile AI Google Assistant will be on over 1 billion devices by the end of this month, by the end of January. It's capable of replying to emails, checking consumers into flights, booking hotel rooms, translating conversations in real time from language to language. I mean, that's extraordinary. And this is something that customers are simply going to carry in their pocket. Remarkable, and an enormous, enormous change. And an enormous change in their expectations of how quickly things can happen. Alright? I don't have to go to my computer and translate a text, or get an email or get a text and find someway to translate that. I can simply translate the conversation on the fly.

Another crazy innovation at CES that has implications far beyond our ability to talk about right now is quantum computing. IBM introduced a 20 Qubit computer at the show. Now, quantum computing is well beyond the scope of today's episode. But it is likely that in the next decade or so, quantum computing will upend computing as much as computers upended the world before computers existed. Remarkable change, and remarkable pace of change. And bear in mind, this is the "consumer" electronics show. Right? These innovations are, at least in theory, designed for ordinary human beings. Do you think they're going to shape behaviors, and challenge business models as we go forward?

I do.

The takeaway is the change is happening faster than ever, and that pace isn't going to slow down anytime soon. And if that's the reality, if this is the biggest change that we have to deal with. If this is the biggest risk and the biggest threat, and the biggest challenge that businesses have to deal with, I think it's fair to ask, what's the right way to deal with the reality of this pace? And I think, ironically, it might be to slow down. You're never going to think faster than a computer. You're never gonna think faster than an AI. I'd argue, don't try to. Instead, take a minute. Stop. Think about what's important to you. Take a minute. Stop. And think about what's important to your customer. Think about where technology provides a positive benefit today, for you, for your business, for your customer. Think about where that technology helps your customer. Spend a lot of time on that. Think about what won't change.

Now, this was a topic of a past show, but I mean we know that people expect a great customer experience. We know that people expect quality products, or at least product that fit their specific needs. You know, quality has a lot of definitions in this context. It doesn't have to be the very best product. What it does have to be is the product that best fits their need at that time. We know that customers will continue to rely on helpful information. And yes, we know that customers will have increasingly great expectations of speed. Speed of delivery, speed of the encounter that they have with you. Reduced friction in those encounters that lets them get back to whatever else they have to deal with in their busy day. Right? You're not the most important thing in their world. You are simply something that enables them to do the things that are important in their world.

All of these things that won't change are why I'm continually saying that content is king, customer experience is queen, and data is the crown jewels. Because these are all critical components, critical support mechanisms of what won't change. They're what helps your customers accomplish their goals, and helps them succeed at what they want to do. And the way you succeed is helping them do that.

You also want to think about companies who have used technology well, and also think about the companies who've used technology badly. I've said many times on this show that when you invent the ship, you also invent the shipwreck, right? Digital is like gravity, it's got its positives, it has its negatives. But I would argue, and I have, that part of Facebook's big mistake over the last couple of years, is because they didn't slow down to think. They tried to move at the same speed as technology moves, and in doing so, forgot about the customer. Forgot about … And I know there's a whole debate that the customer at Facebook is actually the advertiser, and the users are as some people say, "If you're not paying for it, you are the product." But the point is, they certainly didn't take enough time to think about the user and what's most important to them.

So once you've thought about all this, what's important to you, what's important to your customer. Where technology helps you, where it helps your customer, the companies that do it well. The companies who've done it badly, and the things that won't change, then and only then, go find the technology that supports what's important to your business. To your customer. You know, and then ignore all the rest. All the rest is nonsense, its useless. It's not helpful. It's confusing. At least, for now, focus on your customer and your business, and how technology can bring those closer together, and create a better customer experience, and you will be in better shape.

Now, I've said many times, I've quoted many times William Gibson, science fiction author who said, "The future is already here. It's just not evenly distributed." Well speed, speed of interactions, speed of change, speed of the customer experience is the future. It's also the present. Your customers expect speed. The pace of change is all about speed. Speed depends on technology. But more important, it depends on using technology well. It depends on putting the customer first. On focusing on creating the best experience, and not on tech for technology sake. And that's why speed might be the single biggest change that shapes business today. But, what really shapes successful businesses is how you use that to your advantage.

Now, looking at the clock on the wall, we are out of time for this week. I'd like to remind you that you can find the show notes for today's episode, as well as an archive for all our episodes by going to timpeter.com/podcast. Again, that's timpeter.com/podcast. Just look for episode 237. While you're there, you can click on the subscribe link in any of the episodes you find there to have this delivered to your favorite podcatcher every single week. You can also subscribe in iTunes, or the Google Play music store, or Stitcher Radio, or whatever your favorite podcatcher happens to be. Just do a search for Tim Peter Thinks, Tim Peter Thinks Out Loud, or Thinks Out Loud, we should show up for any of those.

I'd also very much appreciate it if you could provide us a positive rating or review while you're there, it's very helpful to us. I'd also like to thank our sponsor. We're brought to you by SoloSegment. SoloSegment focuses on AI driven content discovery, and sight search analytics to unlock revenue. You can learn more about how to improve your search results, your customer satisfaction, and how to make your search smarter by going to solosegment.com. You can also find Thinks Out Loud on Facebook by going to Facebook.com/timpeterassociates. On Twitter using the Twitter handle @tcpeter. Or via email, by emailing podcast@timpeter.com. Again, that's podcast@timpeter.com.

With that, I want to say thanks again so much for tuning in. I really appreciate it. I hope you have a wonderful rest of the week. A great week ahead, and I will look forward to speaking with you here on Thinks Out Loud again next time. Until then, please, be well, be safe, and take care everybody.

Tim Peter

By

January 8, 2019

5 Key Insights into 2019’s Hotel Marketing Tech Trends

January 8, 2019 | By | No Comments

Guest using mobile phone to book, one of 2019's hotel marketing tech trendsLooking to drive results for your business? Click here to learn more.


A client recently asked for some high-level insights into the hotel marketing tech trends available to drive more direct business this year. While this is a bit of a laundry list, the following offers a number of significant opportunities to help you increase your hotel direct business. Check out the list below and let me know your thoughts:

Make your website work. Obviously, most hoteliers at the chain and property level are making a big push for more direct business. Four areas worth investing in to help drive that direct business include:

  1. Improve your website's speed. Google increasingly pays attention to speed in its ranking algorithms. They've explicitly stated that in a blog post. The key takeaway: Slows sites simply won't rank. Guest behaviors show the same thing, with bounce rates climbing as page load times increase. We've reached a world where instant gratification isn't fast enough. Look at investing in a proper CDN and getting your tech team to improve your website's code to lower load times and improve the guest experience.
  2. Switch to HTTPS. Security represents another critical aspect improving ranking within search engines. Google Chrome now highlights insecure sites and data suggests that if you're site isn't using HTTPS today, you're hurting your ranking — and your opportunity for sales along with it.
  3. Ensure an outstanding mobile experience. Mobile accounts for more than half of all pageviews online. And Google split its index into two this year, ranking your site's mobile and desktop experiences separately. Given how many guests use mobile as their primary device when browsing and booking hotels, a poor mobile experience tells Google and guests alike that you're not interested in their business.
  4. Invest in content. Finally, when it comes to the web, content is, was, and always shall be king. A fast, secure, mobile-friendly web experience won't matter if your content doesn't help guests understand what makes your hotel the right choice for their next stay. Talk with your guest-facing personnel to understand the questions your guests ask most frequently, then invest in text, images, and video to answer those questions for your site visitors too.

Continue improving connectivity. Metasearch continues to grow as an option for attracting guests and driving direct bookings. Do your connectivity partners help you reach the right guests, not only on Kayak, TripAdvisor, and Trivago, but also on Google Hotel Ads too?

Don't just preach rate parity, practice it. Your guests often know more about your products, services, and, crucially, prices than many of your employees. They have more incentive to. After all, they're the ones taking — and paying for — the trip. And metasearch makes it even easier for your guests to find the information they need. Rate parity ensures your direct channels have an equal shot at converting visits to revenue. By the same token, rate disparity causes two problems:

  1. Guest might find a lower price for your property through a more expensive channel, and, even worse…
  2. They might find a different hotel altogether while shopping around.

Don't teach guests to shop around for a better rate. Provide clear and consistent pricing across your channels to connect with the guest and convert them to a long-term advocate for your property.

Become best friends with your data. Your guests provide you enormous amounts of data before and during their stay. Spend some time next year on getting that data into shape so that you can deploy AI, predictive analytics, and personalization more readily as those tools mature. OTA's and intermediaries such as Google have invested in learning all they can about your guests. It's time you do the same. Relatively low-cost tools like Google BigQuery and its competitors can help you get your data in one place and use it to better understand your guests. Make some time this year to get to know your data better so that you can spend next year getting to know your guests better. Obviously, you'll need to pay attention to privacy too — as Facebook's struggles over the past year illustrate. But, in either case, data matters this year and demands your attention.

Don't forget the on-property mobile experience. Many guests today would rather leave home without deodorant than leave their phones behind. Think about how you can help them put those devices to use to improve the guest experience and grow your business to boot. Already Expedia has taken steps to get deeper into the guest journey, such as with its investment in Alice. We're already fighting to keep bookings; don't cede the on-property experience to OTA's too. Whether through on-property messaging, mobile keys, or simply improved Wifi, look to integrate the mobile experience and the on-property experience for guests during each stay — and help them remember why you should be their first choice for their next stay too.

Now these are just of few of the hotel marketing tech trends you want to watch in the coming year. Of course, you need to remember that even the best marketing technology won’t save you from a bad hotel marketing strategy. But these should point you in the right direction and give you a great place to start.


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

By

December 10, 2018

In a Digital World, Is Every Company a Technology Company? (Thinks Out Loud Episode 236)

December 10, 2018 | By | No Comments

Is every company a technology company? Leaders use technology to answer customer questionsLooking to drive results for your business? Click here to learn more.


In a Digital World, Is Every Company a Technology Company? (Thinks Out Loud Episode 236) – Headlines and Show Notes

Subscribe to Thinks Out Loud

Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about the key trends shaping marketing in the next year. Here are the slides for your reference:

Technical Details for Thinks Out Loud

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

Running time: 12m 13s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], the Google Play Store, via our dedicated podcast RSS feed )(or sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player at the top of this page.

Tim Peter

By

December 3, 2018

Tim Peter Named to Ecommerce Magazine’s Top 15 Ecommerce Professionals

December 3, 2018 | By | No Comments

Photo of Tim Peter, named to Ecommerce Magazine's Top 15 Ecommerce Professionals to Look Out for in 2018Ecommerce Magazine recently rounded-up a list of the Top 15 Ecommerce Professional to Look Out For this year. And, we’re thrilled to announced that they included our company president and founder, Tim Peter, among them. Ecommerce Magazine had this to say about Tim:

If you’re looking for a seasoned and experienced marketer to follow, Tim Peter is your guy. He’s been working in the industry since 1995 and has made a huge impact on a lot of businesses since he began.

Said Tim, “I’m thrilled to be included among such a distinguished group of ecommerce professionals. I genuinely appreciate Ecommerce Magazine adding me to their roster of Ecommerce Professionals to Watch.” You can check out the full list here.

If you’re looking to learn even more about how changing customer behavior will shape your marketing going forward, be sure to 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: