User generated content (UGC) for marketing is vital in the digital retail age and travel company Teletext Holidays is capitalising on using it to generate a two-fold increase in its sales.
The travel company has automated the sourcing, editing and use of UGC across the web to keep its marketing around its #myholidayhabits campaign bang up to date, relevant and engaging.
Working with intelligent marketing company SmartFocus, the UK’s leading digital travel agency is using the company’s Smart Content real-time UGC solution to redefine cross-channel context-driven marketing.
Smart Content helps brand marketers automatically find, create and publish UGC content to engage and convert customers. This enables the creation of hyper-personalised email campaigns (see bottom of this post) by combining the real-time impact of UGC along with branded content, using The Message Cloud’s cross-channel identity resolution, real-time analytics, user experience and distributed marketing abilities.
Putting user generated content (UGC) in your online, social and email marketing is becoming increasingly vital to retailers: firstly, the demands of digital mean you need more content and, secondly, research by marketing company Smart Focus suggests that UGC is 50% more trusted than any other content, achieves up to three times the conversion rate improvement, and has an 86% consumer trust rating as an indicator of product and service quality.
Kelly Maher, Head of CRM at Teletext Holidays explains: “Since using Smart Content, we have seen an unprecedented two-fold increase in customer engagement in our campaigns. My team and I are now able to use up-to-the-second user generated content from all major social channels including Facebook, Instagram, Pinterest and Twitter to populate our emails with truly personalised, highly engaging content for every user on-open.”
Rob Mullen, CEO at SmartFocus, adds: “It is clear that if your marketing isn’t engaging, personalised and real-time, it’s out of date. Marketers are living the past if they don’t see the possibilities of real-time cross-channel marketing and UGC in general. That’s why I am so proud to see my team pushing the boundaries of possibility with email and it’s great to see forward thinking brands, like Teletext Holidays, taking advantage of that and refusing to stand still.”
And example of a personalised, UGC-filled marketing email from Teletext Holidays is shown below:
