It hardly seems possible but the annual IGD Awards are just around the corner. Our finalists for the Digital Engagement Award are chosen (short list is at the bottom) and each is preparing to make the case that their campaign is the best. In the process of narrowing down the field, we noticed some key themes among the companies that submitted their work, pointing at what’s hot and new in digital marketing.
We’ve always known that mobile apps would be a key piece for digital marketing, and over the past year it seems they have entered a new wave, and are being used to solve new and varied problems. For example, a retailer that operates on a franchise model had to overcome the challenges of fragmented Store-IT infrastructure; they used a mobile app to offer coupons at a large scale and overcome this fragmentation.
Another retailer used analytics to offer personalised coupons to grocery shoppers as a part of pre-shop experience. This was done to enhance their “coupons at the till” program where shoppers who are checking out get personalized coupons for their next shop. The new app instead lets people pick offers before they shop.
Use of social media is clearly starting to go beyond the “post and forget” type of practice. One organisation created an incredibly successful social campaign with nominal spend. By being attentive and responsive to the social seeds they planted, they demonstrated a) the power of Digital, and b) that it doesn’t have to be as expensive as traditional media.
Another retailer ran a campaign during a major shopping season where they actively and thoroughly monitored tweets from shoppers. In instances where a consumer had a negative experience while shopping with a competitor, they engaged that customer with an offer to make up for their bad experience and earn their shopping dollars (possibly for the long term).
Lastly, we are seeing more evidence of effective digital engagement projects for retailers and their CPG partners. Leveraging the mobile/tablet devices that shopkeepers own, some CPG companies have started to roll out highly personalised and localised portals for shopkeepers. These are being used for a variety of purposes, including rolling out new POS merchandise, display recommendations, and order management.
As promised, here’s a quick rundown of who will be presenting:
They will make their presentations to our judging panel at Mindtree’s London office in just over a month, and the awards ceremony is October 6th.