To celebrate the 10th Anniversary Edition of the Effective Mobile Marketing Awards, we have four special ‘Best of the Decade’ awards this year.

One, the Most Effective Mobile Marketing Campaign of the Decade, is open for companies to enter in the usual way. The other three, for the best Agency Brand and Disruptor (person or company), will be chosen by a public vote. There are also two special awards, The Grand Prix, for best overall out of the 2019 winners, and the Chairman’s Award, in which Chair of the Judging Panel David Murphy selects his personal favourite from the 2019 entries.

Best of the Decade Awards

Most Effective Mobile Marketing Campaign of the Decade

This is a special, one-off category to celebrate the 10th Anniversary Edition of the Effective Mobile Marketing Awards. In this category, we are looking for the Most Effective Mobile Marketing Campaign since the Awards launched in 2010, so for this category only, any campaign or platform dating from 2010 to 2019 is eligible. Just submit your entry in the usual way.

Mobile Marketing Agency
of the Decade

In this category, we are looking for the best, the most effective Mobile Marketing Agency of the Decade. The shortlist will be compiled via public nomination, and then the winner will be chosen by a public vote.

Mobile Marketing Brand of the Decade

In this category, we are looking for the best, the most effective Mobile Marketing Brand of the Decade. The shortlist will be compiled via public nomination, and then the winner will be chosen by a public vote.

Disruptor of the Decade

In this category, we are looking for the Disruptor of the Decade. It could be a person or a company that has done most over the past 10 years, since the Effective Mobile Marketing awards have been running, to shake up the industry. The shortlist will be compiled via public nomination, and then the winner will be chosen by a public vote.

There are 29 categories in the main Awards Program.
Read on for full details.

Regular Awards

This category recognises the most effective mobile-first service, designed specifically with the needs of the mobile user in mind and optimised for delivery to, and use on, a mobile device.

This category rewards the most effective app targeting consumers on any platform. As brands and developers launch apps for different reasons, the judges will select the winner based on how well the app meets the entrant’s stated objectives. Judges will be looking for evidence of effectiveness in terms of download volumes, revenues generated for transactional apps, or other monetisation strategies.

This category rewards the most effective app targeting business users on any platform. As brands and developers launch apps for different reasons, the judges will select the winner based on how well the app meets the entrant’s stated objectives. Judges will look for evidence of effectiveness in terms of things like the app’s impact on efficiency, productivity, costs and other KPIs.

Personal Assistants like Amazon Echo and Google Home are set to revolutionise the way we interact with the digital world. This category will reward the most effective app designed for these new and emerging platforms.

Chatbots are enabling brands to initiate smart, automated interactions with consumers, taking them so far before passing off to a human agent. This category will reward the most effective chatbot deployment, whether for sales or customer service.

In this category, we are looking for the most effective use of mobile to launch a new product or service, whether used in isolation, or in conjunction with other channels.

In this category, we are looking for the most effective use of mobile as part of an ongoing CRM campaign to engage with customers, engender their loyalty and increase their lifetime value to the brand.

In this category, we are looking for the most effective in-app advertising campaign to promote another app, or any other product or service.

In this category, we are looking for the most effective use of mobile as part of an integrated campaign. It could be a campaign targeting people using a mobile device in front of the TV, or enabling people to use their mobile to interact with other media such as TV, print or outdoor.

In this category, the judges are seeking to recognise the campaign which performed best in driving app downloads. In addition to download numbers, the judges will be looking at the amount spent on the campaign in order to assess how well it performed in terms of return on investment.

In this category, we are looking for the most effective use of proximity in a mobile campaign. It could be a campaign leveraging the user’s location to target them with a marketing message to drive them into a physical retail outlet, or a campaign using beacons to serve up relevant messaging to shoppers inside a store, or any other instance of proximity being used to engage intelligently with consumers on their phones.

This category recognises the most effective use of programmatic in mobile advertising. Given the technology’s growing promise in enabling advertisers to bid on a per-impression basis in real-time, the judges will be looking for the campaign that best meets this promise. It should demonstrate maximisation of ad spend and delivery of the optimum ROI.

In its short history, mobile advertising has largely been seen as a direct response medium, but brands are increasingly exploring how it can be used in their businesses. Here, the judges are looking for the most effective mobile advertising campaign designed to improve brand metrics.

This category will reward the most effective campaign that uses social media as part of its execution, either via a straight social advertising campaign, or by tapping into social media in other ways to give the campaign a viral kick and tap into the power of social networks.

In this category, the judges will be looking for the most effective use of video in mobile advertising campaign. Key criteria here will be the volume and length of views and the results of any call to action at the end of the video.

In this category, the judges are looking for a campaign that uses mobile to drive a download, a sale or charitable donation, retail footfall, or further the engagement with the consumer. The campaign should demonstrate mobile’s ability to reach consumers at scale and push them down the purchase funnel.

This category rewards the most effective use of Augmented Reality or Virtual Reality campaign. Judges will be looking for evidence of effectiveness in terms of metrics such as number of interactions; dwell time; and revenues generated by the campaign. They will also be looking beyond gimmickry at the most effective use of Augmented or Virtual Reality to achieve a business objective.

This category rewards the campaign that best harnesses the power of mobile search. Judges are looking closely at the results but also at the campaign’s content and context – are searchers seeing what they want when they want it?

Second-screening is part of modern life, but until recently, few brands had given much thought to exploiting its potential. That’s starting to change, however, as advertisers realise that they can catch viewers’ attention on their phones, even if they’re not paying attention to the TV. This category will reward the most effective campaign targeting consumers across two or more screens.

In this category, we are looking for the most effective use of messaging in a marketing campaign, either for a one-off promotion, or as part of an ongoing communications programme.

This category will reward the most effective RCS (Rich Communication Services) campaign. RCS brings app-like capabilities to mobile messaging, all delivered to the user’s regular SMS inbox. It’s early days for the technology, but with category we look to recognise early examples of outstanding work.

With most emails now read on mobile, this category will reward the most effective email campaign that harnesses the power of mobile to deliver a meaningful, contextually relevant email to the consumer’s inbox.

In this category, the key to success is innovation. We are looking for the campaign that uses mobile in the most innovative way possible to engage with consumers, perhaps by harnessing some of a device’s lesser-used native features, or using them in ways not thought-of before.

Data has been the key word of recent years. Many companies are overflowing with data, but are sinking, rather than swimming, in it. In this category, the judges will be looking for campaigns that use data to deliver real, meaningful insights, which are then brought to bear on the campaign.

Fraud is one of the biggest issues plaguing the digital advertising world, costing advertisers hundreds of millions of pounds every year. This category will reward the most effective solution in stamping out fraud and helping to clean up the digital ad industry.

In this category, the judges are looking for the mobile campaign or platform in the Retail/FMCG sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

In this category, the judges are looking for the mobile campaign or platform in the Charity sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

In this category, the judges are looking for the mobile campaign or platform in the Travel & Tourism sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

In this category, the judges are looking for the most effective mobile campaign or platform in the Entertainment sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

In this category, the judges are looking for the most effective mobile campaign or platform in the Automotive sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Our two Special Awards celebrate the best of the best.

SPECIAL Awards

Grand Prix Award

This is the best campaign from all the other regular category winners, as selected by the judges.

Chairman’s Award

This is Chair of the Judging Panel, David Murphy’s choice as his favourite campaign of the year.

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