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UI/UX testing, Taboola/Oracle collaboration: Tuesday's daily brief


Plus, a wide range of options for SMS marketers
Chris Wood on May 11, 2021 at 10:00 am
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Good morning, Marketers, today we take a closer look at testing.
Big-picture thinking is often overlooked but must be accounted for at the testing stage, says Western Governors marketing technologist Steve Petersen. For instance, marketing and sales teams have to be in closer communications because the data one team requires from customers might not be the same that marketers need in order to make their campaigns effective.
The big picture is also useful when assembling an effective SMS marketing strategy. A new study indicates that this channel in particular is seeing more buy-in across the industry. As you’ll see below, there are many moveable parts from acquiring subscribers to choosing a variety of messages to deploy that make texting to customers an attractive channel for just about any organization. ....

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Sitecore campaign platform, contextual targeting, hybrid events: Friday's daily brief


Consumers have high expectations on sustainability 
On Earth Day this year, we reported on research showing that brands were missing an opportunity by not communicating their environmental initiatives to their customers. That point is underlined by new research from digital and creative agency Compose[d] and sustainable products designer and manufacturer MaCher.
Based on a survey of 1,000 U.S. consumers across all adult age groups, a striking 94% say that a more sustainable lifestyle is desirable. A clear majority (over 60%) are looking for products that have a low environmental impact and/or products made from recycled materials.
The actual impact of these views on purchasing decisions is more limited than might be expected but for the simple reason that one in three consumers report difficulty in finding sustainable products across a range of product categories. ....

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As UGC gets a pandemic bump, brands need to leverage customer content now


As UGC gets a pandemic bump, brands need to leverage customer content now
Luggage maker Calego says the playbook it developed before COVID-19 has really paid off as the importance of UGC grows
Chris Wood on May 7, 2021 at 9:39 am
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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. ....

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