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Econsultancy last night announced the winners of its Innovation Awards 2012.

Tesco, Auto Trader UK, first direct, Marks & Spencer, Kiddicare.com and Majestic Wine are among the winners of this year’s awards which celebrate the best innovations in digital marketing and e-commerce.

The award for Most Innovative Digital Agency went to Redweb for the second year in a row, recognising their in-house innovation department and focus on creating a collaborative, creative atmosphere.

NET-A-PORTER.COM took home the Innovation in Mobile Marketing award, as well as the Grand Prix Award, the winner of the winners, for consistently raising the bar for digital excellence and delivering a stand-out online experience.

The full list of winning entries for the 20 different categories, covering key digital disciplines, as well as new vertical-focussed categories for 2012 follows below.

The winning entries were selected by the Econsultancy team and client-side companies known for innovation including Nokia, FT.com, BT, John Lewis, Coca-Cola, Hiscox and BSkyB. The awards, now in their fourth year, attracted more than 450 entries.

The Innovation Award Ceremony in association with Adobe Digital Marketing, which took place at the Hilton Park Lane hotel, reflected the theme of innovation with a commissioned an original piece of dance and music from one of the leading duos on the street dance and hip hop scene – Kenrick ‘H2O’ Sandy and Michael ‘Mikey J’ Asante, founders of Boy Blue entertainment. Not just any dance piece, the composition was filmed and fused with 3D Holographic Projection technology, Musion, to create stunning effects that wowed the audience.

Econsultancy CEO Ashley Friedlein said "Congratulations again to all the winners. It was wonderful to see so many familiar faces last night supporting innovation in digital marketing and e-commerce. We’ve had a fantastic response to our first black-tie event and entertainment. For those who missed out, highlights from the night are available at econsultancy.com/awards."

The Innovation Awards 2013 will open for entries in early September 2012, to register your interest please email awards AT econsultancy.com.

INNOVATION IN AFFILIATE MARKETING

Debenhams, Affiliate Window and Affilinet - Multichannel campaign for vouchers redeemable in-store

What the judges said:

“Debenham’s managed to integrate online and offline channels in a way which was innovative and brave. It was a well thought out campaign which proves that affiliate marketing can drive people into stores while also generating a clear return on investment.”

INNOVATION IN B2B MARKETING

Auto Trader UK - The Dealer Portal Mobile iPhone App

What the judges said:

“So much more than your average smartphone application, the tool, based on real-time market intelligence, allowed dealers to understand their potential margin and to manage their advertising while on the move.”

INNOVATION IN E-COMMERCE

Tesco - Augmented Reality platform, enabling product visualisation at home

What the judges said:

“Augmented reality technology allowed customers to visualise televisions, toys and other products in their own home, helping them to make better decisions about what to buy. A genuine leap forward in the online shopping experience, aimed at increasing conversions and reducing returns.”

INNOVATION IN EMAIL MARKETING

e-Dialog - British Airways Winter Sun campaign, with dynamic targeting of content

What the judges said:

“Using real-time data about weather locally and abroad to send customers highly customised and relevant email content which made for a stand-out campaign. Innovative from both a creative and technical perspective, it helped British Airways to meet its business goals by increasing engagement with consumers via email.”

INNOVATION IN FINANCIAL SERVICES

Winner: first direct – iPhone app

What the judges said:

“first direct continues to be at the forefront of innovation in financial services, in this case overcoming significant technical challenges to develop a customer-centric app, allowing them to view balances, make payments and transfer between accounts ‘on-the-go’, which was simple to use and a game-changer for retail banking.”

INNOVATION IN MOBILE MARKETING

Winner: NET-A-PORTER - The Window Shop, featuring image-recognition technology

What the judges said:

“The use of Aurasma technology brought together the physical with the virtual. Shoppers who visited its pop-up window shop could bring products to life on their mobile phones. NET-A-PORTER.COM has delivered on its promise to bridge the divide between traditional and online retail, utilising cutting-edge image-recognition augmented reality technology for its Window Shop.”

INNOVATION IN MULTICHANNEL MARKETING

Winner: Majestic Wine - Integration of in-store and web experience, working with Snow Valley

What the judges said:

“Majestic Wine successfully integrated its in-store and web experience, giving individual stores the ability to customise their own web pages to reflect what was happening in-store. A full-bodied strategy and vintage execution which allowed branches to engage simply and directly with wine lovers in the local community, and to harness the knowledge of in-store staff online.”

INNOVATION IN PPC

Winner: Carat UK for Vodafone - Measuring the impact of generic PPC on in-store sales

What the judges said:

“Pioneering and widely referenced research by Carat UK quantified the effect of generic pay-per-click keywords on in-store sales, and redefined Vodafone’s perspective on paid search performance.”

INNOVATION IN PUBLISHING

Visual Revenue - Real-time recommendations on content positioning, for editors

What the judges said:

“Visual Revenue enabled publishers to predict the performance of a piece of content, giving online editors real-time recommendations on what to place in which position. Publishers who are not already using the technology will be queuing up to test it!”

INNOVATION IN RETAIL

Winner: Marks & Spencer - Style Online, dedicated sell-by-sample shop-within-a-shop concept

What the judges said:

“Marks & Spencer continued to impress with its integration of offline and online, using kiosks and iPads to power its shop-within-a-shop concept, allowing small stores to sell a far wider range of stock.”

INNOVATION IN RICH MEDIA AND VIDEO

Winner: ipadio - White-label video technology making it easy to record and publish videos

What the judges said:

“This online video recording software provided brands with the ability to capture user videos directly from their own web pages. iPadio’s technology will help brands to quickly grow their repositories of video-based user-generated content. Ideal for rich product reviews, as well as customer feedback and competitions.”

INNOVATION IN SEO

Winner: Guava and talkSPORT - Embeddable widgets, harnessing demand for transfer rumour content

What the judges said:

“Guava created a range of embeddable widgets for talkSPORT to boost traffic as well as its search listings, which have propelled them to the top of Google for the term ‘transfer rumours’, a popular search query among its audience. With a 600% increase in site traffic, the results spoke for themselves.”

INNOVATION IN SOCIAL MEDIA

Winner: whishin - Social bookmarking website for consumers

What the judges said:

“A new social bookmarking site, which helps people to track and share what they want to buy online. It allows users to save products to a shareable wishlist and helps people to group together to discuss and buy items, like joint birthday presents, or holidays. This innovative tool has the wow factor and has been very well executed.”

INNOVATION IN CUSTOMER AND USER EXPERIENCE

Winner: Kiddicare.com - iPhone App, mobile website and new Morrisons kiosks

What the judges said:

“Kiddicare has been consistently innovative in its use of product reviews, video, mobile, and its in-store kiosk strategy. It has so far launched 31 branded kiosks in Morrisons supermarkets to boost offline sales and brand awareness. Their commitment to creating a wonderful customer experience continues to impress, and its community-focused tactics always seem to generate excellent results.”

INNOVATION IN TRAVEL AND LEISURE

Winner: Rabbit - bmibaby campaign using photo-sharing network Instagram

What the judges said:

“Rabbit started out by seeding the campaign among Instagram’s super users in Italy, Germany and Holland, who helped to raise awareness. This has resulted in more than 10,000 pictures being submitted to its destination guides. The offline aspects of the campaign were brilliant, with meetups and a photography exhibition that generated coverage in more than 100 publications.”

INNOVATION IN WEB ANALYTICS AND WEB OPTIMISATION

Winner: IgnitionOne Limited - Engagement optimisation platform

What the judges said:

“IgnitionOne is proved that engagement optimisation is a science, rather than a dark art. Combining cross-channel attribution data with online behavioural data helped its users to make sense of visitor activity, in order to optimise their marketing spend. An innovative product, no question about it.”

INNOVATION IN ONLINE ADVERTISING

Winner: MediaCom - Behavioural targeting campaign for Sky

What the judges said:

“Mediacom’s digital display strategy for Sky was anchored around the funnel, segmentation and dynamic content to reduce overall CPA. A clever use of data and targeting underpinned this excellent campaign, which scaled up and produced some fantastic results.”

MOST INNOVATIVE NEW TECHNOLOGY

Winner: Bazaarvoice - Bazaarvoice Customer Intelligence™

What the judges said:

“Bazaarvoice’s analytics application makes sense of social data and helped people figure out why and how customers buy, and what motivates them along the way. An impressive, powerful intelligence product that provides its users with real insight.”

MOST INNOVATIVE DIGITAL AGENCY

Winner: Redweb

What the judges said:

“With an in-house innovation department and focus on creating a collaborative, creative atmosphere, Redweb has continued to raise the bar for agencies. They also have ‘client hack days’, where it invites a client’s team to take part in a day of creativity. It sounds like a very fun place to work!’”

GRAND PRIX AWARD

Winner: NET-A-PORTER

What the judges said:

“NET-A-PORTER has consistently been raising the bar for digital excellence, reaping the financial rewards it deserves for delivering a stand-out online experience.
Its use of content to drive commerce, success in promoting luxury brands online, internationalisation of e-commerce and excellence at multichannel marketing are all factors which impressed.”

Innovation Awards
http://econsultancy.com/awards

Innovation Awards 2012 shortlist
http://econsultancy.com/awards/shortlist

Media contacts:
Laura Wall, Events Marketing Manager, Econsultancy
(e: laura.wall AT econsultancy.com t: + 44 (0) 207 269 1450)

About Econsultancy

Founded in 1999, Econsultancy has grown to become the leading source of independent advice and insight on digital marketing and ecommerce.

Econsultancy is a community where the world's digital marketing professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and discover how to do everything better online.

Our reports, events, online resources and training programs help our 110,000+ members make better decisions, build business cases, find the best suppliers, accelerate their careers, and look smart in meetings.

econsultancy.com/about

Published on: 10:43AM on 24th February 2012