New categories to be included in SMARTIES 2020 will focus on the use of user-generated content, data analytics and technology to create significant business impact.
The Mobile Marketing Association has announced new categories for the ninth edition of SMARTIES India Awards 2020, scheduled for September in Mumbai, India. On top of existing categories spanning four themes that include marketing objective, media, technology and creative awards, there are four new categories added to this year’s edition.
- Data/Insights (Technology): The use of consumer data plays an integral role in the development and execution of a campaign to target, engage or develop a meaningful relationship with a specific audience or community. Entrants need to detail the role that data had within the campaign strategy in achieving the brand and business goals.
- Banners and Rich Media (Technology): Driving business goals while being respectful of user experience. This category is relevant to campaigns using mobile platforms and/or devices that encourage customer interaction and engagement and drive strong business ROI. The campaigns also actively seek to be respectful of user experience from the ad choices made.
- Best Use of UGC (Creative Awards): User-generated content (UGC) consists of any form of content that’s created by users and consumers about a brand or product. UGC, in turn, enables authenticity and makes the user the brand ambassador. This is suitable for entrants who have creatively enabled UGC and crowdsourcing to build consumer collaborative ads, yielding great results and metrics.
- Best Data-driven Creatives (Creative Awards): Intelligent use of data insights for scaled personalisation of creatives to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API).
“Technology has become a greater, more integral part of mobile marketing in the past year and continues to be a disruptive force across India. We are pleased to introduce new categories for this year’s SMARTIES Awards. These categories will help expand our reach to new, modern marketing initiatives being undertaken across the country,” said Moneka Khurana, Country Head, MMA India. “We are looking forward to receiving this year’s entries and celebrating the excellence of mobile marketing at the annual SMARTIES Awards.
Aside from new categories, MMA has also introduced SMARTIES Thailand as a new country programme. There are now six country programmes for the 2020 Asia Pacific SMARTIES. These include SMARTIES India, SMARTIES APAC, SMARTIES Vietnam, SMARTIES China, SMARTIES Indonesia and SMARTIES Thailand.
To be eligible for the awards, campaigns need to be active in the marketplace between January 2019 to July 2020. The on-time deadline for all entries is 15 July, while the extended deadline is 24 July. With an extended deadline, there are changes to entry fees as well.