And this weekend MarTech is organizing an invitation to the sessions
It’s time for brands to explore customer content
Promoting brand awareness and converting user content isn’t a new tactic for digital marketers, but these methods are finding new levels of success during the COVID-19 pandemic.
For example, Canadian manufacturer Calego, an iFLY bag and accessories manufacturer, used UGC to sell more than 250 million face masks during the pandemic.
Successful registration and distribution of customer reviews have resulted in the sale of approximately 8 million iFLY Smart Kits – inexpensive packs of rubber gloves, wet wipes, and other items that contribute to the safety and comfort of air travelers.
The company developed the Smart Kit concept in 2017 in a completely different climate for travel safety equipment.
“We were able to gather ratings and reviews prior to COVID-19,” said David Rapps, president of Calego. “It didn’t sell very well. We knew there was nothing wrong with the product and it received a good evaluation from everyone who bought it.”
While it didn’t sell pre-COVID, Calego let Calego know what customers like and don’t like, says Rapps. They have received enough positive feedback to know that it would be worth making more iFLY Smart Kits available, given the huge demand for protective devices and accessories.
It feels like a new place to multiply user-generated content. Google and Amazon are giants, but other large retail markets, like Walmart and Target, are very critical of brands like College. Social media platforms are generating a steady stream of UGCs on products and brands and new platforms (Hello, TikTok) and content formats like Stories are creating even more opportunities for users.
It’s not early yet! Send your session proposal to MarTech from 14 to 15 September 2021
MarTech virtually returns from 14 to 15 September 2021 with even more excellent sessions, important information, community meetings, and workshops. This time around, the focus will be on how data is a common segment in digital transformation and the heart of Martech.
As always, we’re looking for new speakers and old friends with different perspectives to present ideas for sessions in the following areas:
• Marketing automation
• Customer data management
• Management of digital assets
• Price analysis and marketing forecasts
• Content management
• Account-Based Marketing
• Identity solution
• Analysis of customer journeys
• Management of the marketing project
• Martech operations and orchestration
Break the old Martech myth
Frans Riemersma, the founder of Martech Tribe, convinced people on Twitter to answer the need: to break the foundations of Martech again. The myth? Choose a solution and it will work wonders automatically.
Stefan Bergmeier of IP Deutschland suggested that the problem is not necessarily related to the tools: “The reasons can be organizational, technical or process-related – and it takes courage and time to identify them.” Philips Henk-Jen ter Brugge said: “a fool with tools is still a fool, so don’t forget the human side.”
Ready to go out alone? Building a new digital marketing business
As COVID changes the way digital marketing works and disrupts our lives, we’ve seen many marketers decide to leave their agency or internal operations on their own. According to Upwork data, the pandemic still forced them to start their own consultation when companies fired employees.
Whether you run a freelance business thanks to COVID or plan to start your new business soon, veteran entrepreneur Jamar Ramos has some tips for other digital marketing professionals to succeed.
1. Understand the “why”
Understand your offer
Decide if you want to go alone or with your partner
Determine your rates
5. Calculate the duration of the contract (restrictions? From month to month?)
6. make a plan to ask for help (before you need it)
Learn how to cope with the loss
Take it all with a pinch of salt
“I was not ready to run [my first] business because I was not doing the activities necessary to properly open, maintain and expand a business. But I learned from experience, ”says Ramos and the lessons he shares with the result.
Quote of the day There is a real chance to win the hearts and minds of those who are ready to return to the world. Companies that know how to present safe, reliable, relevant, and valuable opportunities have the opportunity to save and rebuild a community of participants, an audience that will activate their agenda for the next two years. Ben Hindman, founder, and CEO of