November 18, 2021 by Digiday Awards
The 2021 Digiday Technology Awards recognize the companies advancing the digital media industry by fostering tech-focused innovation over the past year — specifically, the kind that powers relevant and personalized advertising.
This year’s winners helped brands increase performance and reach new audiences. Partnerships looked at tactics such as testing non-addressable methods to drive traffic and subscribe to high-quality media, and leveraging influencer networks to increase sales. In the wake of Apple’s new anti-tracking features, winners also addressed privacy issues by innovating to help advertisers reach high value users via mobile devices.
This year, LivePerson was a judge’s pick, winning the Best E-Commerce Technology award. It was awarded for its AI-driven technology platform. LivePerson’s technology allows brands to communicate with customers efficiently through chat experiences. It can be used on brands’ websites and apps, as well as SMS, WhatsApp and Facebook Messenger. LivePerson was able to help a diamond retailer that saw a decrease in foot traffic during the pandemic, bridge between digital and physical retail experiences, and better engage customers. This provided customers with more flexibility to purchase where and how they wanted and increased sales by more than 110% year over year.
Drift won the Best Sales Automation Tool and Platform category for their AI-powered chat software that helps marketers increase revenue and customer lifetime value. Drift is a chatbot that allows companies to reach potential customers and interact with them in accordance with their preferences. Okta, a company that manages identity, used Drift’s VSA chatbot to reach potential customers and route existing customers to the appropriate support teams. This helped to accelerate conversions, capture leads, and identify qualified sales opportunities.
Hootsuite won the Best Social Analytics Platform award. This was due to its ability to provide brands essential social listening data that can be used to adjust strategies and respond to changing customer needs. Clarins UK collaborated with Hootsuite in order to rapidly shift its digital strategy during store closures and an increased online presence due to the pandemic. Clarins used insights from Hootsuite’s platform to develop a social advertising strategy that appealed to cash-strapped customers, doubling online growth at the end of 2020. They drove thousands of site visits using social ads, with click-through rates that were higher than benchmarks.
Explore all the winners of the 2021 Digiday Technology Awards below — including a quick rundown of the programs and insights into why they won and what marketing teams can learn from them. Download the complete guide here.
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