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June 25, 2019

What the 2019 Mary Meeker Internet Trends Report Means for Digital Marketers (Thinks Out Loud Episode 248)

June 25, 2019 | By | No Comments

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Mary Meeker Internet Trends Report for Digital Marketers: Executive exploring data and trends

What the 2019 Mary Meeker Internet Trends Report Means for Digital Marketers (Thinks Out Loud Episode 248) – Headlines and Show Notes

So the 2019 edition of the Mary Meeker Internet Trends report is out. And, as ever, it’s filled with a number of fascinating insights for investors interested in the internet economy. But what about marketers and business leaders? How can you use this data to improve your performance in the year ahead?

Fortunately, the latest episode of Thinks Out Loud offers our take on how you can put these trends to work for your brand and business too.

Want to learn more? Here are the show notes for you:

Relevant Links:

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 PR40 Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Pro X for the Mac.

Running time: 21m 00s

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.

What the 2019 Mary Meeker Internet Trends Report Means for Digital Marketers

Key Takeaways and Overall Internet Growth

Internet user growth slowing; more need to monetize traffic that folks are getting. Additionally, more consumers are concerned about overuse. Those are a couple of the reasons gatekeepers, who’ve been top of mind for me lately, have been tightening the screws.

  • Internet user growth – that’s number of users, not total usage – grew last year, but at a 6% rate, compared with 7% last year.
    • Actual digital media use per US adult grew by 7% last year
      • Those numbers are purely coincidental; don’t let the two instances of 7% confuse you
    • And time spent on mobile will beat time watching TV this year for the first time ever
      • Though overall TV viewing still greater since mobile = second screen when folks are watching TV
    • Top platforms for use:
      • Facebook
      • YouTube (owned by Google)
      • WhatsApp (owned by FB)
      • WeChat
      • Instagram (owned by FB)
      • FB Messenger (owned by FB)
    • 26% of adults in US online “almost constantly”
      • More importantly, those numbers have both grown over time and are larger among younger adults
        • In other words, adults under 40
        • And the burgeoning Gen Z category
        • With 36% to 39% online “almost constantly” (broken down 18-29 and 30-49)
  • Smartphone unit shipments actually fell last year, by about 4%
  • And internet penetration reached >50% of total world population
  • One of the reasons China’s so important in this report is that China now represents 21% of all internet users
    • India at #2 w/ 12%
    • US at #3 w/ 8%
  • Internet companies’ revenue growth has slowed
    • 11% YOY growth vs. 13% YOY last year
    • Again, they need to keep growing to impress investors. This leads them to seek new forms of monetization

Interestingly, e-commerce growth, which continues at a healthy pace (12.4% YOY) is also slowing. But again, some of that may just be the long slog towards everyone using e-commerce.

  • Contrast with physical retail growth +2.0%
  • At some point, e-commerce will reach those (low) numbers; that’s probably some time off though.
  • E-commerce now around 15% of total retail sales in the US.
    • That’s not what’s influenced by digital; it’s simply a statement of raw numbers.

Advertising

Advertising has finally rationalized, with online spending roughly equivalent to time spent.

  • Interestingly, it looks like the amount of spend on radio is well below use. That might represent an opportunity for smart advertisers to find some bargains.
  • Internet ad revenue growth however, say it with me now, has also slowed.
    • While growth is a healthy 20%, that’s down from 29% a year ago.
    • Google’s ad revenue has grown ~150% in the last two years, Facebook’s has almost doubled
      • But Amazon, Twitter, Snap, and Pinterest have seen their ad platforms grow almost 250% during the same period
      • Sure, that’s off a much smaller base; still it’s not nothing.
    • And increased use of programmatic platforms continues to drive down cost of advertising
      • That’s good for advertisers as it holds down costs, but…
      • That’s less revenue for platforms.
      • And it requires them to monetize those platforms even more heavily to drive continued growth
  • Meeker points out an interesting reality: “Customer acquisition cost can’t exceed long-term value for very long.”
    • “Effective + efficient marketing = One’s own product + happy customers + recommendations.”
    • Why does that sound familiar to me? Oh, right, because that’s what I’ve been saying for the last, I dunno, ten years or so.
    • Meeker gives a few examples like Spotify, Zoom, Stitch Fix, Dropbox, Slack, SurveyMonkey, Amazon Prime, Twitch, etc. who use either “freemium” models or low-cost entry points to acquire customers, then use those customers as what I like to call, their “secret sales force”
      • Note this is both B2C ​and​ B2B.
      • The model holds in all cases

Data Growth and Privacy

  • Social media use decelerating
    • Only up 1% YOY vs. 6% a year ago
      • That’s significant
  • Also, fewer people say that the internet has been mostly good for them personally or for society than four years ago (down 2 and 6 points respectively )
    • That’s not a huge amount
    • But it’s also not nothing
  • Regulation coming
  • Consumer reviews play a role
    • Of course, they need to be valid reviews
  • Crowdsourced algorithmic bill of rights
    • Very interesting step
    • Curious to see which countries – if any – adopt it
  • Facebook’s many tentacles reared its head in an interesting way late in the report
    • When asked which tech company people would be willing to share health data with:
      • 60% said Google
      • 53% said Amazon
      • 51% said Microsoft
      • 49% said Apple
      • and only 40% said Facebook

Big Picture

  • Social + Mobile + Visual + Data
    • Storytelling
    • Get customers to tell that story
    • Give them a great experience
    • Great storytellers know that you’re supposed to “Show, don’t tell”
      • When you create a campaign, you’re telling
      • When your customers echo their experiences, you’re showing
Tim Peter

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May 15, 2019

What Good is Social in An AI-Driven World? (Thinks Out Loud Episode 246)

May 15, 2019 | By | No Comments

What Good is Social in An AI-Driven World? (Thinks Out Loud Episode 246): Friends sharing media on mobileLooking to drive results for your business? Click here to learn more.


What Good is Social in An AI-Driven World? (Thinks Out Loud Episode 246) – 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 PR40 Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Pro X for the Mac.

Running time: 16m 40s

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

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April 23, 2019

Hey Marketers: Is 2019 Everything You’ve Hoped For? (Thinks Out Loud Episode 244)

April 23, 2019 | By | No Comments

Hey Marketers: Is 2019 Everything You've Hoped For? Marketer seeing success in annual resultsLooking to drive results for your business? Click here to learn more.


So, here we are with almost a third of the year gone. And, for marketers, it’s time to ask, “Is 2019 everyhing you’ve hoped for?” If not, it’s even more important to ask what you plan to do about it.

The latest episode of Thinks Out Loud takes a look at how to evaluate your progress so far this year — and what to do if you’re not where you’d like to be.

Here are the show notes:

Hey Marketers: Is 2019 Everything You’ve Hoped For? (Thinks Out Loud Episode 244) – 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 PR40 Dynamic Microphone through a Cloud Microphones CL-1 Cloudlifter Mic Activator and a Mackie Onyx Blackjack USB recording interface into Logic Pro X for the Mac.

Running time: 12m 43s

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

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April 2, 2019

Is AI in Sales and Marketing Real? (Thinks Out Loud Episode 243)

April 2, 2019 | By | No Comments

Is artificial intelligence (AI) in sales and marketing real: AI sales and marketing conceptLooking to drive results for your business? Click here to learn more.


AI in sales and marketing may have been somewhat oversold. While there's no doubt that artificial intelligence has had a positive impact, we're also starting to move into the "trough of disillusionment" among sales and marketing leaders. But is that reality? Is artificial intelligence overblown? Or is AI in sales and marketing real? Forget about the future; will AI make a positive difference for your brand and business today?

The latest episode of Thinks Out Loud explores the question of whether AI in sales and marketing is for real. And we also look at how you can use AI in sales and marketing to make a difference for your business. For real.

Here are the show notes:

Is AI in Sales and Marketing Real? (Thinks Out Loud Episode 243) – 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: 15m 48s

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

March 19, 2019

Did We Break the Internet? Or Did the Internet Break Us? (Thinks Out Loud Episode 242)

March 19, 2019 | By | No Comments

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


Did We Break the Internet? Or Did the Internet Break Us? Woman reads online news on social network

Did We Break the Internet? Or Did the Internet Break Us? (Thinks Out Loud Episode 242) – Headlines and Show Notes

Online plays a big role in the ways we interact with one another. And, unfortunately, the ways we interact with one another is not always positive. What caused this? Did we break the internet? Or did the internet break us? The latest episode of Thinks Out Loud offers some thoughts. 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: 13m 46s

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.

Did We Break the Internet? Or Did the Internet Break Us? (Thinks Out Loud Episode 242) Transcript

Well, hi, everyone. Welcome back to Thinks Out Loud. My name is Tim Peter, today is Tuesday, March 19th, 2019. This is episode 242 of the big show, and as ever, I very much appreciate you tuning in.

So this is going to be a bit of a weird episode for me. But one that I hope is the start of a conversation. Obviously, there was a big tragedy this past week, these terrorist shootings in New Zealand. And while it’s a small part of the tragedy in real terms, obviously, given what I do, using digital and things like that, there’s the really important discussion that’s started, given the use of Facebook video by the shooter to livestream the shooting, a number of people are asking and I think they’re asking in good faith, whether social media specifically, and the internet more generally have caused or will cause more harm than good.

And I think their arguments are generally lucid, they’re well-reasoned, they’re well worth your time. I plan to link to another of some of the best ones I’ve seen in the show notes, and I’d really encourage you to take the time to engage with them. In effect, they’re asking if the internet has broken us, if the internet has broken who we are, as human beings?

It saddens me to say that there’s plenty of evidence to support those arguments. The thing about the internet is that it democratizes not only peoples’ access to information, but also peoples’ ability to distribute information. Anyone can post any content online, for anyone to read, hear, watch, experience. I tend to think that’s a good thing. I think history will show that it is a good thing.

Of course, one downside is that anyone can post content, no matter how vile or disturbing that content might be, which is what we saw this past week. Clearly, as I’ve described in a prior episode of the show, explaining why digital is like gravity, I would never argue that it’s an unlimited good thing. Clearly, peoples’ ability to distribute whatever content they want has its downsides.

I know I’ve referenced this before, but as the philosopher Paul Virilio said, “The invention of the ship was also the invention of the shipwreck.” I want to be clear, I want to go on the record right now. I don’t think we should abandon ship, simply because some people want to navigate that ship into rough waters, or because they want to run it aground.

The New Zealand shooter used the benefits of the internet to his advantage, as do lots of people who spread hate, incitement to violence, conspiracy theories, and frankly, all manner of trouble and trolling that you see on a daily basis, on social media. That’s a shame. It really is because people are using something that could be, and can be, and is a tool for great benefit, specifically to cause harm, specifically to cause pain, specifically to cause suffering, and specifically to spread and share that harm, and that pain, and that suffering with as many people as they can.

I think that’s twisted, I think it’s deranged, I think it’s wrong. I also think that blaming those actions on the internet is like blaming gravity when vandals throw bricks off bridges at cars. Yes, gravity plays a role, but it’s the vandals who are taking advantage of its inherent properties of gravity’s inherent use, its utility, who are to blame.

So this gets into a very, very difficult area of conversation because we need to think about the fact that, yes, other terrorists can use these tools, and these media to their advantage, that’s true. We also know that people who seek to divide us, are trying to do the same thing. They’re using these tools to drive wedges amongst people, between people, between groups of people, based on where they see fracture points.

And I think it’s fair to say, we have points of fracture, we have points of disagreement. It’s part of what makes us human. Nobody’s ever going to agree with everybody else about everything. I wish that that were true. And I think there are people who seek to divide us, who want to use those points of disagreement as a wedge, and to drive that wedge further between us, to make us dislike one another more, to make us ham one another more, whether with violence or whether simply with words.

So I don’t encourage that, obviously, and I understand completely how painful and awful a thing that can be. I also think it plays into the hands of the wrong people when we start to say, “How do we stop this?” I do. If you look at things like the Great Firewall of China, or a recent law that was passed in Russia, actually just signed yesterday by Vladimir Putin, that puts quote unquote, “Reasonable limits on content.” It allows authoritarians and people who seek to divide in other ways to restrict access to information that really would be beneficial to most of their population.

That’s not a good thing, I can’t see that as the right solution. And I think if you look at the internet more generally, you’ll see so many examples of where people have used the internet for good, for real good. I think about something like the Ice Bucket Challenge a couple of years ago, to raise awareness of ALS. We all remember it, it went completely viral. It cost the charity, the organization behind it very little money, and resulted in an enormous amount of publicity, and even better, an enormous amount of fundraising and attention to this awful disease, to try to do something to stop it. I’ve run into more stories than I can tell you over my years of working in digital, of times when people used the internet, learned that someone was thinking about killing themselves, thinking about suicide, and using that to help these people when they were in a time of crisis. And of course, it provides access to information for marginalized people all around the world. People who are struggling with their identity, people who are struggling with being oppressed in various communities around the world.

It is an enormous benefit. Yes, I clearly remain optimistic about this. I’m cautiously optimistic, and I share a number of concerns about the ways that digital and the internet can be used for harm. Despite that, I am optimistic all the same. And I recognize that that may sound foolish, after the horror of the past week. But I also think that trying to change the world for the better requires optimism. It requires us to hope, it requires us to think about where we want to be, and who we want to be, and envisioning ourselves into a better future.

Not a perfect future, not a future that won’t come with bumps and bruises, but a better place. I don’t think the internet has broken us, the internet is us. We still have a voice, and we still have influence, and we still have the opportunity to control, and shape the direction it takes. Yes, there are awful people, who want to take it in different directions. Yes, there are bad actors, who choose to use the internet for terrible ends. They also remain a minor share of total usage.

The shipwrecks might be real, but I strongly believe that this ship is worth saving. I’d encourage you to check out the show notes, you may feel different from me. I’d encourage you to take a look at the show notes, where I’ve linked to a number of posts, even those I disagree with so you can get a sense of other points of view on this. And after you’ve had a chance to check those out, I’d genuinely love to hear what you think about this. Maybe I’m wrong, this is supposed to be a dialogue.

Drop me a line on Twitter, using the handle @tcpeter, or an email at podcast@timpeter.com, or a message on Facebook at Facebook.com/timpeterassociates, and let me know what you think. Let’s use the internet in its best, most pure form, and I’ll be sure to share your thoughts in a future episode so that we can keep the conversation going. Because ultimately, I think that proves the strength, and the power, and the value that the internet provides, and the ability it helps us, the ability it offers us to steer the ship in a direction we want it to go. So I hope you’re willing to engage in this dialogue. I really look forward to continuing the discussion.

Now looking at the clock on the wall, we are out of time for this week. But I do want to remind you, you can find the show notes for today’s episode, as well as an archive of all of our episodes at timpeter.com/podcast. Again, that’s timpeter.com/podcast. This is episode 241.

While you’re there, you can click on the subscribe link in any of the episodes you find there, to have Thinks Out Loud delivered to your favorite pod catcher, every single episode. You can subscribe in iTunes, or the Google Play Music Store, or Stitcher Radio, or wherever your favorite pod catcher 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.

With that, I want to wish you nothing but peace in your life. I hope you have a wonderful week ahead, a fantastic weekend, and I do look forward to the ongoing discussion with you, here on Thinks Out Loud. Until then, please be well, be safe, and take care, everybody.