Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Announcing the finalists for digital engagement awards

Posted on: 30 July '15

What’s Hot in Digital Engagement in 2015?

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.

Mobile Apps 2.0

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.

Social is Getting Sophisticated

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).

Digital Engagement for B2B

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.

Digital Engagement Finalists

As promised, here’s a quick rundown of who will be presenting:

  • Whisk: For their WhiskConnect platform.
  • Sainsbury’s: For their My Coupons initiative.
  • National Farmers Union (UK): For their consumer-focused social/digital campaign.
  • Blue Chip (for Spar): For their “Shop & Win” Mobile Vouchers campaign.
  • Tesco: For their Christmas campaign.
  • PepsiCo: For their new marketing platform for B2B sales.

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.

Anshuman Singh

Anshuman Singh is General Manager & European Head of the Digital Business & Consulting Group at Mindtree.