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Tim Peter Thinks

Tim Peter

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November 26, 2014

What Google Fears – Thinks Out Loud Episode 100

November 26, 2014 | By | No Comments

Iphone search app homescreen

What Google Fears – Headlines and Show Notes

You might also enjoy the slides from my recent webinar, Digital Marketing Directions: Key Trends Driving Your Marketing Next Year,:

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: 12m 59s

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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October 26, 2014

7 Super Travel Marketing Posts: Hospitality Marketing Link Digest

October 26, 2014 | By | No Comments

Super travel postsWelcome back, Big Thinkers, to another weekly Hospitality Marketing Link Digest. This week, I’ve rounded-up 7 super travel marketing posts for you to peruse. What’s say we get on with the list? Here you go:

  1. Skift recently held its first “forum” in New York City, a conference Wendy Perrin called “the TED talks of travel.” Well, much like TED, they’re now sharing the videos from each presentation, including this great talk about the future of travel marketing according to Starwood. Plus, they’ll be posting videos from all the talks here.
  2. While we’re on the topic of marketing — though, when aren’t we around here? — the great Vikram Singh asks, “Do You View Hotel Marketing as a Cost or an Investment?” Guess which one he thinks you ought to do? (Hint: It’s the same one I think you should do, too).
  3. Mobile Commerce Daily talks about how Marriott seeks mobile contextual moments that matter. Interesting read. This Expedia research that shows 28% of guests have booked a hotel on mobile underscores why Marriott’s putting so much emphasis on mobile. And the continuing growth of mobile represents one of the biggest trends you’ll see heading into 2015. Stay tuned for more on this topic for sure.
  4. More mobile madness of which you should be aware: Marketing Charts reports that mobile neared 40% of organic search traffic in Q3. That shift helps explain what’s happening with Google, and could help prevent the same thing from happening to you.
  5. One last bit of mobile news (for this week, anyway), is this rundown of end-to-end mobile experiences for the new generation of hotel guests from Hotel Marketing. There are some serious demographic realities driving mobile commerce growth that you really ought to pay close attention to as they’ll drive your business realities for the next decade-plus.
  6. Interesting partnership news this week as Yelp added hotel reservations to its list of booking services, with the help of Hipmunk. Given Yelp’s strength in local and mobile search — a trend I’ve been watching for a while — it will be interesting to see whether this drives Hipmunk up your list of OTA partners in the coming months.
  7. Finally, this past week I took a look at why attribution modeling matters for your hotel in 2015 as part of my regular Travel Tuesday series. Check it out when you get a chance.

If you’re looking for more link goodness to get you through this week, check out these 6 amazing travel marketing posts, some hotel marketing trends for the year ahead, and the rest of the E-commerce Link Digest series here.

If you’re interested in learning even more about the future of hospitality 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.” Developed specifically at hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

And, why not take a minute to review the tips from 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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October 22, 2014

What the Hell Just Happened to Google? Thinks Out Loud Episode 95

October 22, 2014 | By | No Comments

Mobile in app advertising

What the Hell Just Happened to Google? Headlines and Show Notes

You might also enjoy the slides from my recent webinar, Digital Marketing Directions: Key Trends Driving Your Marketing Next Year,:

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 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

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June 6, 2014

What Google Won’t Tell You About Search Engine Marketing

June 6, 2014 | By | No Comments

Do you know what a search engine really is? Do you know how search engine marketing is continuing to evolve? No? Well, eMarketer has some crazy research out this week that talks about how companies are shifting US mobile ad dollars to search apps and how that will affect your business:

“As smartphone and tablet usage continue to increase, users are becoming more sophisticated, blurring their mental division between browsers and apps. Mobile marketers are responding to the fact that mobile search behavior is becoming less comparable with its desktop/laptop counterpart, and as a result, the market for mobile search advertising continues to fragment.”

Once upon a time, I posed a trick question, asking you all to consider the following image and answer which of the apps shown were search engines:

What is a search engine?

The reason it’s a trick question is because all these apps are search engines, with many vertical apps today taking the place of “traditional” search. As eMarketer notes:

“Google owned 82.8% of the $2.24 billion mobile search market in 2012… Google still dominates browser-based searches on mobile devices, but niche search apps are also becoming much more prevalent. This caused Google’s share to drop to 68.5% in 2013, according to eMarketer estimates, while the long tail of “other” companies increased share from 5.4% to 22.9%. This year, we expect Google’s share to fall again, to 65.7%, while the “other” category reaches 27.3%.”

Now, this doesn’t mean that Google’s shrinking, only that the use of mobile apps is growing faster than search overall as a means for customs to get answers to their questions.

So, who’s winning? It’s not just “search engines.” While “…search stalwarts like Yahoo and Bing” do well, a whole category known as “Other” has gained significant share. Who are they?

““Other” also includes niche service providers such as travel metasearch apps like KAYAK, job search apps like Indeed, e-commerce sales apps like Amazon and contextual search apps like Shazam… and Yelp is one of the companies beginning to emerge from the pack”

So, Google’s fallen from roughly 83% of all “searches” to only about 2/3rds in less than two years, with Yelp, Amazon, Kayak, and others gaining huge volumes. This demonstrates why I’ve suggested that local search increasingly is all about apps and that search engines will look very different in the coming months and years.

That’s also why I continue to recommend you improve your marketing through a variety of tactics:

  • Build your email list and social connections. Bypass any intermediary — search engine or otherwise — and talk directly with your customers.
  • Explore alternative marketing channels. Evaluate channels in use by your customers and seek ways to help them accomplish their goals in those channels.
  • Learn from market leaders. A number of outstanding companies are using mobile to deepen their relationship with customers. Watch for best practices and look for opportunities to apply them to your business.

I can’t tell you for sure what search engines will look like in a year’s time — or whether your customers will use “search engines” at all. However, I can tell you how to prepare so that no matter how your customers search, you want to be sure they can find you.

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:

Tim Peter

By

May 12, 2014

What in the World is Happening with Local Search?

May 12, 2014 | By | One Comment

Man using smartphoneThere’s some interesting stuff going on in the world of small business web marketing, particularly with regard to restaurants that has huge impact on local search. Check this out:

Now, some folks suggest this is all about Google competing with Yelp. And I suspect that’s true.

But I also suspect that’s only part of the story.

For one thing, that doesn’t take into account what other players offer at all. Square’s Order app (only available in New York and San Francisco, at the moment), TripAdvisor (though only in France, I believe), and OpenTable, for instance, provide similar functionality and, more importantly, valuable relationships with restauranteurs.

On top of that, most of the write-ups I’ve seen about these acquisitions fail to note that, according to Yodle, “…more than half of SMB owners do not have a website (52%) or even measure the results of their marketing programs (56%).”

Instead, here’s what I think is happening — and why you should care.

I suspect the real reason for these moves is the current shift among consumers towards app usage. Google has relied on search to fill its coffers for years. And as consumers instead use apps to find, research, browse, and buy from local vendors they know and trust — and all evidence suggests they do — Google could easily find itself on the outside looking in. Square, by offering low-cost credit card readers to many small businesses, has gotten a toe-hold with those businesses directly. And they’re starting to use that toe-hold as a stepping stone (if I can mix metaphors), to drive customers to those businesses.

Just like a search engine would.

OpenTable already does the same thing. So does Yelp. And TripAdvisor.

All these tools rely on content from their small business partners. Content that used to be the domain of search engines and, increasingly, appear as the domain of apps.

What all this reflects is the reality that consumers don’t search on the desktop the way they once did (this is the part you should care about). Mobile is changing customer behavior in seriously meaningful ways.

Google sees it. Square sees it. TripAdvisor and Yelp and Foursquare and Facebook and plenty of others see it too. The question is whether you’re doing everything you can to ensure your business benefits, too.

[Note: Updated to include reference to TripAdvisor’s purchase of LaFourchette (which I left out originally) and Yelp’s launch of Yelp Reservations, which, literally happened about 12 hours after I first hit publish. Again, interesting times, well worth watching.]

If you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, you might want 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 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: