10. Best use of e-mail marketing

For the best email or email programme designed to generate response, or create engagement with a customer.
B2C or B2B campaigns, for products or services, either high or low volume.
Click here to see the 2011 winners

11. Best use of eCRM

For the best digital customer relationship programme.
Aimed at B2C or B2B audiences.
Click here to see the 2011 winners

12. Best campaign website

For the best use of websites in a direct marketing campaign.
This could be a B2C or a B2B campaign, for products or services.
This category excludes main brand or corporate websites that are devised independently of a particular marketing campaign, but can include campaign micro-sites that are hosted as part of the main brand/corporate website.
Click here to see the 2011 winners

13. Best online display advertising

For the best use of online display ad formats to generate response.
This could be a B2C or a B2B campaign, for products or services.
It could be a single ad or a campaign, executed through standard or rich media formats.
Click here to see the 2011 winners

14. Best use of mobile

For the best use of mobile phones, mobile applications and other marketing approaches involving mobile phones in a direct marketing campaign.
This could be a B2C or a B2B campaign, for products or services.
It could be a mobile application/service, location- or proximity-based campaign, SMS/MMS-based idea, mobile video, branded content or mobile TV ad execution, or a campaign on mobile portals.
Click here to see the 2011 winners

15. Best use of search, natural and paid-for

For the best use of search optimisation and search marketing in generating direct response.

For organic search, this could consist of:
Optimising the layout and technical build of the campaign website(s).
Integrating the campaign elements with keywords/phrases used for search in that particular product/service category.
Any insights into consumers’ search behaviour and similar.
For PPC, this could consist of:
Creativity in managing bids for generic and more specific keywords/phrases.
Evidence of separating out the effects of other channels (especially affiliates).
Creativity in the way PPC worked with the organic optimisation efforts.
The judges will be looking for detailed results including:
Evidence of separating out the effects of other tools, especially affiliates.
Evidence of creativity in bidding for keywords.
Creative integration with the wider campaign where relevant.
Click here to see the 2011 winners

16. Best use of social media or viral

This category, which is for online activity only (i.e. not offline word of mouth), was open to all products and services.

For the best use of social media or viral approaches to generate response, the judges will be looking for:
Evidence of innovative exploitation of the media, including new widgets and tools.
Evidence of strategic and creative integration of social media with the rest of the campaign.
Use of social media to reach new and/or hard to reach audiences.
Innovative application of user-generated content.
Click here to see the 2011 winners