The announcement of the Markie Award Finalists for 2016 marked the 10th Anniversary of this prestigious award that highlights the success of the best Modern Marketers in the industry.
The award submissions grew from 2015 to 2016 and more fully reflect the breadth of the Oracle Marketing Cloud. There were more entries using marketing automation, cross-channel marketing, content marketing, social media and data management than ever before. Entries in the testing and optimization category were also submitted. All told, there were 350 entries, which is up by 80% from 2015 to 2016.
With so many entries, you might not think that there would be a theme. But there is. The best Modern Marketers, as represented by their Markie Award submissions, are all about the customer. That's right. Those who put the customer at the center of their campaigns, programs and activities are also the ones who achieved superior results in marketing. This is not a coincidence.
The winners of the Markies were presented at the Modern Marketing Experience on Tuesday, April 26, 2016 in Las Vegas. This night truly celebrated the best in Modern Marketing.
Best Customer Retention or Loyalty Program
Every company says they are customer focused, but few actually deliver. These marketers created a customer retention or loyalty program that successfully transformed their customers into fiercely loyal brand advocates. They shifted their culture from consumer transactions to customer relationships to drive loyalty.
Best Digital Marketing Ecosystem
These marketers have taken advantage of digital marketing integration to enhance processes or improve analytics. They created an integrated ecosystem with CRM, third-party cloud apps, or other applications to automate, streamline, and enhance their marketing efforts. Finalists in this category think beyond the norm and consider how they can work with IT to leverage tech investments far beyond marketing automation to positively impact the business and revenue.
Best Email Marketing Campaign
There are some email communications that are so well written, so masterfully designed, that it’s only a question of when people will respond. Achieving extraordinary response rates isn’t luck. It’s the result of great targeting, content, personalization, and timing.
Best Emerging Company Marketing Campaign
As a fast-growing, emerging company of $100M in revenue or less, these marketing teams are lean, mean, and green with envy over the human and financial resources that big company marketing departments throw at their campaigns. These Modern Marketing heroes have chosen marketing automation to do the work of ten people with just themselves and a trusty sidekick running the show. They have made marketing magic with online creativity, digital communication, and compelling content.
Best Integrated Consumer Marketing Program
These marketers create personalized experiences for consumers with relevant content, messages, and promotions across web, social, mobile, email, display, or other digital channels. They are attracting or retaining their ideal customers. If the customers are fiercely loyal, then they become brand advocates. They have designed integrated consumer marketing programs that resonate with customers to produce results.
Best International Campaign
These campaigns have run outside the United States. It may have been in multiple countries in multiple languages, a modification of program originally created in the US and re-launched in another country, or any variation in between. Measurable results – especially in comparison to non-localized campaigns – will be critical in demonstrating success.
Best Lead Management Program
These marketers have a sophisticated lead management program that delivered measurable results. They use lead scoring and deliver results that are compelling. Sales and marketing are aligned. People, process and technology all come into play in this award.
Best Mobile Experience
These marketers have personalized experiences with messages and promotions optimized for mobile that create a great experience for their customers. Mobile is the platform of choice for a majority of their ideal customers. If they’re reading emails, making mobile transactions, sharing through social, or simply using smartphones and tablets to connect all day and every day.
Best Sales & Marketing Alignment
Can Marketing and Sales really achieve true alignment? It takes more than words. These companies have translated words into action through tighter organizational alignment, shared goals and reporting, new communications strategies or innovative approaches to compensation.
Best Social Campaign
These brands and companies effectively use social marketing as a strategy to build brand awareness or turn customers and prospects into advocates. These brands use social media in new and interesting ways or as the centerpiece of a successful new program. They have seized social media opportunities and generated proven results.
Best Testing & Optimization of the Customer Experience
These marketers are optimizing the online customer experience with testing, insights, and personalization. They have maximized revenue potential across web, mobile, social, apps, and other digital channels as a result. Nominees for this award have incorporated testing and optimization of their campaigns and programs to mitigate risk, drive better decisions, increase revenue, and improve the customer experience.
Best Use of Audience Data
These marketers are targeting and engaging their ideal audience for a specific business initiative. They are successfully using audience data for modeling audiences (e.g. Look-Alike Modeling) to drive results and decrease wasted ad spend. This award recognizes organizations that use audience data in innovative and strategic ways, and have seen their efforts pay off with faster conversions, increased revenue, and higher ROI.
Best Use of Data Analytics & Insights
These marketers are interpreting data for actionable recommendations that improve business results. They make strategic decisions to improve their customer experience. This award recognizes an organization that has moved beyond reporting (old methods of organizing data into informational summaries to monitor performance) towards analysis (new data and meaningful insights that improve performance).
Best Web or Commerce Experience
The data-driven Modern Marketer delivers a personalized buying experience for every customer. They provide their customers with relevant content, merchandising, personalized search, customized marketing programs, and tailored websites, across all channels. This award recognizes the supremely enlightened organization that truly gets the power of personally engaging, consistently delightful, and seamlessly integrated experiences where the customer runs the show.
Content is King
Drawing in prospects with engaging content is an important piece of Modern Marketing. These nominees aligned their target personas and the buyer’s journey to their content strategy. Their content converts prospects, sustains customers, and impacts revenue. Winners of this Markie will have a strategic approach to content marketing that sets them apart from their competitors.
Modern Marketing Leader of the Year
Just as great people are the foundation for successful businesses, innovators are often the driving force behind exceptional marketing. You know who they are—the passionate senior people that push their teams to succeed, lead change, set the vision for the entire marketing organization, and deliver results.
Most Creative Marketing Campaign
Sometimes all of the pieces align to create a fantastic marketing campaign—the perfect idea, the right target, the memorable artwork, the personalized follow-up, and of course, the measurable results.
This award is open to those who have successfully implemented any Oracle Marketing Cloud technology in the past year. Enabling a high performance marketing culture isn’t always easy. For most organizations, it can take time to master the intricate blend of messaging, segmentation, data orchestration, organizational alignment and other disciplines. So how do some businesses make Modern Marketing transformation look easy in their first year? The Rapid Transformation award honors fast starters for their superb planning, execution, and results.
People’s Choice Award: Best Video Submission
This award honors the best video submission with a people’s choice award voted on by your peers. Finalists in this category submitted exceptional videos enhanced by creativity, humor or human interest touches.
Has your company delivered the best of your brand using Oracle Marketing Cloud solutions this year? If so, submit your nomination before 5:00pm ET on January 31, 2017and join us for the Markie Awards in Las Vegas, April 25, 2017.