Customer-obsessed marketing

Now Accepting Entries For The 2016 Digital Marketing Awards China

Xiaofeng Wang
Senior Analyst
November 3, 2016

2016 is the second year that Forrester is co-sponsoring the Digital Marketing Awards China with the China chapter of the CMO Club. The goal: Inspire Chinese marketers by highlighting innovative approaches to and best practices for digital marketing.

We’re now accepting entries online. This is our chance to recognize the very best digital marketing programs in the country, and we’d love to give an award to you for your best work. Our deadline for entries is November 18, 2016.

We are looking for digital marketing programs that clearly deliver against business goals. To determine the winners of the annual Forrester/China CMO Club Digital Marketing Awards China, we focus on how marketers use digital marketing at each stage of the customer life cycle. We create awards in three categories corresponding to different aspects of what Forrester calls the marketing RaDaR:

  • Reach: programs that generate brand visibility. Reach efforts drive discovery and awareness. These include word-of-mouth marketing, paid social advertising, and thought leadership.
  • Depth: programs that close sales. Depth programs pave the path for exploration and buying. These include ratings, reviews, and brand communities for information that helps to close existing prospects or leads.
  • Relationship: programs that build loyalty. Relationship tactics increase the loyalty and lifetime value of existing customers. These include a consistent presence on a WeChat public account and loyalty programs designed to create repeat business.

Forrester uses four weighted criteria to evaluate these digital marketing programs: strategies and objectives (10%), tactics and execution (10%), measurement (20%), and business outcomes (60%).

Forrester clients can read our report about the 2015 winners. We hope to see more great B2B and B2C examples of digital marketing this year — so if your company ran a great digital marketing program in China in 2016, enter here by November 18, 2016.

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