Hot on the heels of our DADI Awards nominations earlier this month, we are thrilled to have been shortlisted for another three awards; this time at the Masters of Marketing Awards. Organised by Marketing Week and Econsultancy, the Masters of Marketing is one of the most prestigious events of its kind in the UK. Run as part of the Festival of Marketing, the awards celebrate creativity, innovation and effectiveness, rewarding marketers who are setting new standards for the industry. Summit has been shortlisted for Best Data, Analytics and Optimisation, Best Programmatic and Performance Marketing and Best Search Marketing.
Best Data, Analytics and Optimisation
Tailoring Argos’ marketing activity to seasonal patterns
As part of an ongoing growth strategy, last year we began to investigate how we could better predict Argos’ performance in relation to annual seasonality and key events (for example Easter weekend and Black Friday) in the retail calendar.
Using historical Paid Search and PLA data as a base view we created a statistical picture of annual seasonal demand for each of Argos’ portfolio of products. We were then able to use this information to inform marketing activity, resulting in record-breaking return on investment.
Best Programmatic and Performance Marketing
Growing Argos’ customer base using Paid Media to leverage new delivery service
In 2015 Argos made a decision to launch a new service to customers called Fast Track, consisting of same day delivery to 95% of UK households and 60 second in-store collection.
Collaborating with partners including Mindshare and Google, we launched a comprehensive strategy designed to leverage this new service. The project was huge in terms of scale and scope, and involved careful tracking and attribution. The results far exceeded Argos’ expectations, with a significant uplift in new customers.
Best Search Marketing
Using SEO, Content and PR to grow Durex’s search visibility
Being new to the sex toy market and facing huge competition, it was imperative that Durex quickly built a strong search presence. Our strategy was developed to improve natural search visibility in order to improve conversion rate and ultimately increase return on investment.
We used an integrated strategy involving technical SEO, content and PR. This approach enabled us to significantly increase search visibility and the overall success of the natural search channel for Durex.
Having won the Best Search Marketing award in 2015, we are hoping to match or even surpass our previous success at this year’s awards. We look forward to attending the event, taking place on the 5th and 6th October in London.