Summit and Argos scoop another award for outstanding search campaign

Posted: Friday 15th November 2013 in Events and Awards, News, Paid Media.

Summit win an MiAward for outstanding work with Argos

 

The MiAwards

Summit, together with our client Argos, received industry wide recognition again last night scooping the award for Best Retail Marketing Strategy or Campaign at the MiAwards.

This was a hotly contested category with eight entrants in total, including Debenhams and Liberty of London. But the judges were won over by Summit’s visionary multi-device PPC campaign that was flawlessly delivered using innovative custom built tools and ultimately resulted in a 60% uplift in sales from PPC.

Our Unique Approach

Summit’s ambitious strategy for Argos involved capitalising on the recent developments in paid search on mobile devices and tablets in order to increase online activity and maximise return on investment. After conducting our own empirical research we made the decision to duplicate our accounts and treat desktop, mobile and tablet separately, allowing us to be responsive to the different customer behaviours we observed on each device. Using this strategy we were able to ensure we were delivering the right message, on the right device, at the right time, at the right price. 

The Remarkable Outcome

The newly expanded account required that we increase resources, adjust existing software, and create new, bespoke technology. This gave us the ability to manage huge amounts of data quickly and manipulate our campaigns at a granular level whenever changes were required. During the Christmas period a total of 5 million orders was generated through paid search, which was an outstanding 33% increase on the previous year. Summit established new industry best practices in paid search, and delivered results that went beyond Argos’ expectations. Summit is honoured to have been recognised with another award for our hard work and innovative approach to digital marketing in retail.

Commentary

“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.

Dan Patmore
Search Marketing Manager
Argos

“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.”

Dave Harding
Industry Manager, Retail
Google

“We are delighted to have had our hard work and innovative approach awarded for a second time. At Summit we pride ourselves on being Changemakers in retail, and the outstanding results we achieved for Argos along with the accolades we have received demonstrate the remarkable outcomes we can achieve by thinking differently.”

Hedley Aylott
Chief Executive Officer and Co-Founder
Summit


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