In the digital world, the old cliché "communication is a two-way street" is blown out of the water: alwyas-on multi-channel communication empowers organisations to reach their target groups simultaneously via different channels - but also creates incredible demands on the organsiation to answer and be transparent to the multiple demands of online audiences. The Digital Communication Award for Multichannel Communications is awarded to the company or agency that wins and informs audiences cohesively and pervasively across multiple channels.
Today, audiences are overwhelmed with the flood of online information. Cutting through the noise and drawing attention to the most vital messages is becoming increasingly difficult to achieve. This is where storytelling begins. Information that is narrated and conveyed in an interesting and attractive way keeps consumers on the hook. The award in this category goes to the best story, told honestly and authentically and which encourages interest and action.
We have all heard the saying "Content is King": target groups want to be informed and enthused with relevant content and not with promotional information. Content marketing therefore plays an increasingly important role in online communications. In this category, online content which positions the brand ideally, e.g. through newsletters, blogs, SEO or lead generation, is rewarded.
This category focuses on collecting, analysing and interpreting data in order to use it strategically to improve communications and to gain a better understand of target groups. Data-driven campaigns draw on analysis to optimally connect information collected offline and online. The award recognizes the campaign that has drawn on data to be optimally adapted (e.g. with AI) to the wishes and needs of the target group.
Events in the virtual world gain attraction in the offline world due to the spread of digital communities. They are not limited by geography and - due to their extremely high efficiency - are in no way inferior to real events. The increased volume of virtual and augmented reality also shows this. This category honours online events or live communication, which have been creatively planned and implemented, engage and entertain participants and set new technical standards. This can also be an internal digital event and is not limited to e.g. product presentations. VR and AR can be used as a digital communications tool.
In the war for talent, authenticity is key. A successful employer branding campaign should increase the efficiency of recruiting and lead to a higher identification of dedicated and qualified employees within the company. The winner of this category meets these requirements and shows the courage to follow new paths.
Corporate networks, wikis, internal blogs and social media channels offer tremendous opportunities for strategic internal online communication. The most holistic and sustainable internal online communication, which engages employees, reflects and grows their skills and abilities, and brings people closer to corporate strategy, will be awarded with the trophy in this category.
New products come and go - some so quickly that wide sections of the public have not noticed that they have even existed. Successfully establishing a product is a major challenge. The channel diversity of digital communication offers surprising new ways of delivering products to potential target groups. Digital communication alone or an integrated product campaign can be used. The award for this category goes to the product, which has successfully established itself on the market and opens new paths with its communication.
Strategic goal formulation, creative guiding principle, continuous optimization and intensive evaluation: successful B2B communication should include these features if they are to come first in this category. It must be clear that synergies have been created and used to their advantage.
In order to achieve business goals or to build trust and solidarity between product, brand and public, the focus of campaigns or projects in this category is on social media influencers, key figures who influence potential target groups. Online communication and the associated instruments are precisely tailored to these influencers. Here, vloggers, representatives or celebrities take on the role of influencers.
Disruptive campaigns are characterized by methods and approaches that are anything but ordinary. They start radical change, lead in different directions or pursue new approaches. At the same time, the access to the target group is completely unparalleled.
In order to build and strengthen a long-lasting, positive relationship between one's brand and their customers and community, clever and innovative campaigns are needed. This category celebrates new strategies that, in supporting brand relationships go beyond the usual concepts and break new ground.
Public acceptance of businesses is increasingly linked to their social and environmental activities. Corporate social responsibility practices give companies and organisations the opportunity to contribute to the improvement of the world through their social and environmental commitment. Digital communication in this field should apply a transparent, credible and comprehensive approach.