Summit’s outstanding search campaign for Argos in 2012 has received multiple accolades from the industry in recent months – with awards from the MiNetwork and The Drum – and is now being recognised again with a nomination in the Oracle Retail Week Awards.
The Oracle Retail Week Awards
The Oracle Retail Week Awards have been running since 2009, celebrating all that is great about British retailing. Summit and Argos have been nominated in the nasa Marketing/Advertising Campaign of the year category, which recognises marketing initiatives, promotions and advertising campaigns that have
delivered outstanding results for the retailer. It’s a category full of industry heavyweights including Tesco, John Lewis, and River Island. The winners will be announced on 13th March 2014 in front of 1,700 industry guests.
The award winning campaign – multi device, time targeted PPC
The rapid increase of shopping on mobile devices called for a review of Argos’s search marketing to ensure these shoppers were being accurately targeted. Research revealed that customer behaviour varied across desktop, mobile and tablet, calling for a separate PPC strategy for each device By creating bespoke accounts for each device Summit were able to ensure the right message was delivered on the right device, at the right time, at the right cost.
Summit increased resources, adjusted existing software and built and developed new technology in order to manage the highly detailed and real time optimised PPC accounts. By the end of 2012 Argos reported a 60% y-o-y increase in sales from PPC, a 62% growth in website traffic, and a 33% increase in orders. Summit had exceeded Argos’s expectations and was recognised by Google as having established new industry best practices in paid search.
“Summit was able to deliver a strategy that enabled Argos to become retail leaders in this space. Their willingness and ability to develop new technology and expand their own team showed remarkable passion and commitment to transforming the way big retailers like us sell online. Not only did they help us achieve our ambitions for that year, we forged a close working relationship along the way.
Search Marketing Manager
“Search behaviour is rapidly moving towards mobile devices and brand prominence on these devices is key for future success. Companies that establish a strategic approach to increasing their share of voice on mobile devices in a cost effective manner are really the way in both reach and overall growth. Argos is a good example of how this can be achieved.”
Industry Manager, Retail
“We are thrilled to have received this recognition from the highly respected Oracle Retail Week Awards. The outstanding results achieved by the team working with Argos are the outcome of innovative strategy development, hard work and commitment; qualities we are proud to cultivate here at Summit.”
Chief Executive Office and Co-Founder