Most Effective Mobile Application – b2c
This category rewards the most effective mobile application targeting consumers across any mobile platform. As brands and developers launch apps for different reasons, the judges will select the winner based on the entrant’s stated objectives, and on how well the app succeeded in meeting them.
Most Effective Mobile Application – b2b
This category rewards the most effective mobile application targeting business users across any mobile platform. Again, as brands and developers launch apps for different reasons, the judges will select the winner based on the entrant’s stated objectives, and on how well the app succeeded in meeting them.
Most Effective Tablet Application
This category reflects the massive impact that Tablet devices, led, of course, by Apple’s iPad, have had on the mobile marketing landscape. While many apps designed for smartphones will also run on Tablets running the same operating system, in this category, we are seeking to reward the most effective mobile application designed specifically to run on a Tablet. Applications will be considered for all platforms.
Most Effective Mobile Advertising Campaign
This category salutes the mobile advertising campaign that has worked hardest to deliver results in the form of clickthroughs and conversions for direct response campaigns, or, for branding campaigns, increases in classic brand value metrics such as brand awareness and propensity to buy.
Most Effective Mobile Advertising Platform/Network
This category recognises the most effective mobile advertising platform or network. This could be an independent mobile advertising network or exchange bringing together publishers or advertisers. It could be a Demand Side Platform, seeking to maximise the effectiveness of mobile advertising through real-time bidding. Or it could be a carrier’s in-house mobile advertising solution. What the judges are looking for here is not the results of any one campaign, but the efficiency and effectiveness of the platform or network as a mobile advertising solution.
Most Effective Mobile Affiliate Campaign/Solution
This is a new category for 2012, designed to reflect the growing importance of affiliate activity in the mobile channel. The judges will be looking for the most effective one-off affiliate campaign, or on-going affiliate solution.
Most Effective Mobile Augmented Reality Campaign/Solution
Another new category for 2012, designed to showcase the increasing number of AR campaigns from big-name brands. The judges will be looking for evidence of effectiveness in the form of user engagement numbers, clickthroughs and conversions to the campaign call to action.
Most Effective Mobile Sales Promotion/Direct Response Campaign
Here, the judges are looking for a mass-market campaign which uses a mobile mechanic (text & win, reverse auction, free calling credit etc.,) to drive a sale or charitable donation, or further the engagement with the consumer. The campaign should demonstrate mobile’s ability to reach everyone, and change buying behaviour.
Most Effective Campaign from a Mobile Operator
This category recognises the most effective mobile marketing campaign from a mobile operator in the mobile medium. We are not looking for the carrier that spends the most money on TV advertising to attract new customers, but rather, the most effective campaign run by a mobile operator on mobile. This could be an advertising/messaging campaign to customers who have opted in to receive mobile marketing on their phone through their mobile operator. Or it could be a mobile-based loyalty campaign to reward an operator’s pre-paid or post-paid subscribers for their custom.
Most Effective mCommerce Solution
Here, the judges are looking for an mCommerce solution that enables visitors to a mobile site to effectively buy and pay for goods and services, and, for physical items, arrange for delivery to the required address. The more handsets supported, the better.
Most Effective Mobile CRM/Enterprise Messaging Campaign
In this category, the judges are looking for the most effective messaging campaign to a company’s customers. This could be an alerts system to tell people their flight is delayed or cancelled, appointment reminders, or order confirmations. The judges will be looking for evidence that the activity has had an impact, in the form of reduced no-shows, an increase in measured brand loyalty, or whatever the appropriate metrics are.
Most Effective Location-based Service/Campaign
In this category, we are looking for the most effective service or campaign which utilises one of cell site ID, GPS or user-entered location data e.g. postcode/zipcode. It can be a one-off campaign, or an on-going service.
Most Effective Mobile Search Campaign/Solution
It is still early days for mobile search, with few brands running dedicated mobile search campaigns, but those that are, are reaping the rewards. This category, new for 2012, will showcase the most effective mobile search campaigns, reaching consumers who are on the street, on their phone, looking to buy.
Most Effective Mobile Couponing or Barcode Campaign
In this category, we are looking for a mobile couponing or barcode campaign or service that has over-performed and over-delivered in terms of return on investment, and meeting campaign objectives. This does not including mobile ticketing, for which there is a dedicated category.
Most Effective Mobile Site
In this category, the judges will reward the creators of the best mobile site. The judges will be looking for a site that is easily accessible on the widest range of mobile handsets, from basic, browser-equipped feature phones, to the latest smartphone. Evidence of effectiveness will be required in the form of visitor numbers, and, for transactional sites, details of the mCommerce revenues generated from the site. These can be supplied in confidence, not for publication.
Most Effective Mobile Charity Campaign/Solution
In this category, we are looking for the most effective use of mobile in the charity sector. It could be a one-off campaign inviting donations via SMS or the mobile web, or it could be a dedicated platform or solution that enables charities to use the mobile channel for fundraising purposes.
Most Effective Mobile Ticketing Solution
In this category, the judges will be looking for a successful mobile ticketing solution, with evidence in the form of user numbers, revenues, app downloads, efficiencies achieved by the company operating the service, and added convenience for customers. The solution could be for transport, events, in fact anywhere where paper tickets have been replaced by mobile versions.
Most Effective Mobile Payment Solution
Here, the judges are looking for a solution that enables consumers to easily pay for digital and/or physical goods and services via the mobile phone. The judges will look for evidence of effectiveness in the form of user numbers, amount of money transacted, and other appropriate metrics.
Most Effective Mobile Publishing Solution
The launch of the iPad, and subsequent competing Tablets, triggered an explosion in mobile publishing, as traditional media outlets sought to exploit the Tablet opportunity. In this category, the judges are looking for the mobile publishing solution that enables brands to easily and effectively mobilise their content. This obviously includes solutions for Tablet devices, but is not restricted to them; any publishing solution aimed at any mobile device is eligible for entry.
Most Effective Mobile Travel & Tourism Solution
This category will reward the most effective mobile tourism solution, whether that’s an app, a mobile site, or even a mobile CRM/loyalty platform. Judges will look for evidence of effectiveness in the form of user numbers, revenues, app downloads and increased customer loyalty, as appropriate.
Categories Summary
Most Effective Mobile Application – b2c
Most Effective Mobile Application – b2b
Most Effective Tablet Application
Most Effective Mobile Advertising Campaign
Most Effective Mobile Advertising Platform/Network
Most Effective Mobile Affiliate Campaign/Solution
Most Effective Mobile Augmented Reality Campaign/Solution
Most Effective Mobile Sales Promotion/Direct Response Campaign
Most Effective Campaign from a Mobile Operator
Most Effective mCommerce Solution
Most Effective Mobile CRM/Enterprise Messaging Campaign
Most Effective Location-based Service/Campaign
Most Effective Mobile Search Campaign/Solution
Most Effective Mobile Couponing or Barcode Campaign
Most Effective Mobile Site
Most Effective Mobile Charity Campaign/Solution
Most Effective Mobile Ticketing Solution
Most Effective Mobile Payment Solution
Most Effective Mobile Publishing Solution
Most Effective Mobile Travel & Tourism Solution
