🔊 It's time for brands to leverage customer content

Driving brand awareness and conversions through user-generated content isn’t a new tactic for digital marketers, but those methods are finding new levels of success during the COVID-19 pandemic.

For example, Canadian manufacturer Calego, maker of iFLY luggage and accessories, has leveraged UGC to help it sell over 250 million face masks during the pandemic.

Their success in capturing and distributing customer reviews has also resulted in them selling approximately 8 million iFLY Smart Kits — low-cost bundles containing rubber gloves, wipes and other items that aid in the safety and comfort of air travelers.

The company developed the concept of the Smart Kit back in 2017 in a much different climate for travel-related safety gear.

“We were able to collect ratings and reviews on this item before COVID-19,” said David Rapps, President of Calego. “It really wasn’t selling well. We knew nothing was wrong with the product, and it received high ratings from anyone who bought it.”

Even though it wasn’t selling pre-COVID, the user-generated reviews let Calego know what customers liked and disliked, Rapps said. They had enough positive feedback to know that it would be worth the investment to make more iFLY Smart Kits available in a time of high demand for protective equipment and comfort accessories.

All of this comes as new places for UGC have multiplied. Google and Amazon are giants but other retail marketplaces for big-box retailers like Walmart and Target are driving considerable reviews for brands like Calego. Social media platforms generate a continuous stream of UGC about products and brands, and new platforms (Hello, TikTok) and content formats like Stories create even more options that users can leverage.

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A collection of agency case studies that demonstrate how call tracking delivered ROI for their clients.

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MarTech returns virtually on September 14-15, 2021 with more great sessions, keynotes, community meetups and workshops. This time the focus will be on how data is a common thread across digital transformation and is at the core of martech.

As always, we’re looking for new speakers and long-time friends with diverse points of view to submit session ideas in the following areas:

The deadline for session pitches is July 31st! Jump over to this page for more details on how to submit a session idea, or directly to this page to create your profile and submit a session pitch.

If you have questions, feel free to reach out to me directly at [email protected]. I’m looking forward to reading your session pitches!

Marketing automation platforms form the backbone of marketing operations, increasingly serving as sophisticated marketing orchestration platforms. MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

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Martech Tribe founder Frans Riemersma got people talking on Twitter when he referred to the need — yet again — to bust martech’s founding myth. The myth? “Select a solution and it will automagically [sic] work wonders.”

Stefan Bergmeier of IP Deutschland suggested that the problem doesn’t necessarily lie with the tools: “The reasons might be organisational, technical, processual — and it takes guts and time to identify them.” Henk-jen ter Brugge, of Philips, was harsher: “A fool with a tool is still a fool, so don’t forget the people side.”

And that was the consensus of the thread. It’s not the tools, it’s the processes, planning, implementation and execution. But there must also be some tools that just don’t meet expectations (if you have any stories for us, you can remain anonymous: [email protected]).

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Join us online, June 15-16, for a deep-dive through the latest in SEO and PPC, including automation, Core Web Vitals, Quality Score, and more. Super Early Bird rates expire in TWO days… book now and save up to 20%!

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With COVID shifting the way digital marketing works and upending our lives, we’ve seen many marketers decide to quit their agency or in-house jobs and go out on their own. In fact, the pandemic forced many into starting their own consulting businesses as companies laid off employees, according to data from Upwork.

If you’ve started your own freelancing business due to COVID or are thinking about launching your new venture soon, seasoned business owner Jamar Ramos has some tips for fellow digital marketers to make it a success.

“I wasn’t ready to run [my first] company because I didn’t do the homework needed to build, maintain and grow a business properly. However, I learned from the experience,” says Ramos. And these lessons he shares are the result.

Read more here.

“There is a real opportunity to capture the hearts and minds of those that are ready to come back into the world. The companies that figure out how to hold safe, trustworthy, relevant and valuable events, are going to have an opportunity to recapture and rebuild a community of attendees — an audience that is going to skyrocket their event programs over the next couple of years.” Ben Hindman, founder and CEO, Splash.