Innovation Report; mobile, social media and online video dominate new entries

Econsultancy’s Innovation Report has been updated with 31 new entries, with the mobile, social media and online video categories featuring prominently.The report features short case studies, and more than 140 examples of innovation across 12 different digital marketing and e-commerce disciplines, including email marketing, affiliate, social media, mobile and search. The report also contains a section on innovative online business models.The report is a good indication of where innovation in the digital landscape is coming from. The mobile marketing section, for example, contains five new entries, while the social media and online PR section has six new case studies. Online video is also showing strong signs of market growth, and this is reflected by five new entries in the updated report.In the mobile marketing arena, there are plenty more examples of companies using technologies such as augmented reality (AR) in their online campaigns, indicating that the use of AR has moved from theoretical scenarios to practical real-world applications.Econsultancy’s Research Manager, Aliya Zaidi, said: “The Innovation Report highlights some of the most exciting developments across the digital marketing landscape. In online video, advertisers are becoming much more creative, and the experience is more interactive and highly personalised according to the user’s own preferences.”Campaigns such as the Metropolitan Police’s Choose a Different Ending campaign, or Tipp-Ex’s White and Re-Write online ads allow the viewer to have much more control over the story being told in the ads.”Integration is another key theme, as companies are increasingly employing a joined-up approach to their marketing.Zaidi added: “It’s encouraging to see more examples of companies employing a multichannel approach to campaign management, and this is aptly demonstrated by the new entries in the multichannel section of our Innovation Report.”The most forward-thinking companies are recognising their customers now use a variety of different channels, and the key challenge is to reach consumers in a personalised and targeted way, across a whole range of different touch-points, online and offline.”The report includes profiles of a range of different companies across a variety of sectors, from large multinational organisations to recent start-ups. Brands profiled in the new update of the guide include Royal Mail, Nike, Argos, Orange, and Jimmy Choo. There are also a number of innovative technology platforms and start-ups, such as SyncFu, Kwedit, and Paper.li.The report complements Econsultancy’s annual Innovation Awards, which are designed to give clients, suppliers and agencies recognition for genuine innovation and success in digital marketing.This year, Econsultancy has assembled an international judging panel from companies known for innovation, such as BBC, Mercedes-Benz, Dell, O2, DuPont, BT, Net-a-Porter, Mindshare, bigmouthmedia, SMAC and Newsforce.