M11. Search Engine Optimization

Awarded to the campaign that demonstrated the uses of Search engine optimization (SEO) in improving the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic” or “algorithmic”) search results. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

M10. Digital Media Innovation

Awarded to the campaign that uses existing or newly created digital media in fresh and innovative ways to explore new channels of communication and achieve marketing success during the review period.

M09. KOL Influencer / Viral Marketing

Awarded to the campaign/brand that is most effective in engaging KOL influencer to raise brand awareness, increase in sales, a change in positioning etc. The digital content or campaign that combines creativity, engaging and targeted content or leverages consumer created content to build viral buzz and achieve proven results in relation to the objectives set.

M08. Video

Entries should demonstrate how the brand leveraged videos to achieve its marketing objectives and how the originality and creativity of the marketing video demonstrated strong visual impact and resonated with the targeted audience.

M07. Gaming

Awarded to the strategic development of a game that effectively and creatively reached target customers to build or maintain their brand and market share while attaining marketing objectives.

M06. Apps

Awarded to an innovative, entertainment or informative application developed to run on PC, Mobile devices, or tablets specifically as part of an on-going campaign or standalone addition to a brand that effectively and creatively reached target customers to build or maintain their brand and market share while attaining marketing objectives.

M05. Social Media

Awarded to the campaign that uses social networking and community sites most effectively and creatively to reach target customers to build or maintain their brand and market share while attaining marketing objectives set during the review period. Entries should truly make use of social media platforms beyond simply the viral reach of a campaign.

M04. Website & Microsites

Awarded to the campaign that best uses a destination site built as a storefront for a company’s long-term business to create a measurable impact as part of an overall marketing communications strategy. You may enter a website and a microsite that is part of the same website as long as that microsite has a separate URL that is accessible independently of the main website URL.

M03. Display, Banners and Other Rich Media

Awarded to the campaign that uses online display advertising, including but not limited to, banners of any format, page takeovers, static, animated, interactive, floating, and other rich media.

M02. Mobile

Awarded to the best use of the mobile platform, which includes advertising campaigns and applications, to create a measurable impact. Mobile use could refer to all types of advertising that can be accessed on mobile phones, tablets, PDAs, Blackberries, etc., including SMS, MMS, and in-app campaigns.
(Note: Applications have a stand-alone category; please refer to Category M06 Apps)