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FusePump and client Nokia (now Microsoft Mobile after recent acquisition) have won the Advertiser Innovation Award at the auspicious Performance Marketing Awards in London.

FusePump’s BuyNow solution enabled Nokia to create an innovative marketing ecosystem to promote Nokia products in multiple channels and in collaboration with their retail partners. Judges praised Nokia and FusePump for the impressive ROI that the BuyNow solution delivered.

Lee Cash, MD of FusePump, says: “We’re thrilled to win this award. It’s recognition of all the hard work that the FusePump and Nokia teams have put in over the past few years. We’ve proved several important new concepts in brand ecommerce with the solution. Principally, that brands are able to engage directly in e-commerce marketing and sales activity whilst collaborating directly with their retail partners. Secondly, we’ve shown that success in digital marketing for brands can be data driven with a high degree of automation. The marketing ecosystem that FusePump has created for Nokia allows them to achieve both these things.”

Nokia and FusePump were also Highly Commended in the Best Use of Data category. Using BuyNow solutions, brands are able to refer highly qualified traffic to retailers whilst gaining visibility of sales they’ve referred. The insights gained by this approach give Nokia the ability to value and apportion leads to channels in near real-time. The solution has worked particularly well in social media, eCRM and display advertising, as well as within Nokia.com websites. Nokia has since aligned their own website activity to maximise these offer led promotions.

Microsoft Mobile’s Jonathan Lewis-Jones comments: “As Nokia, we’ve been able to drive highly qualified online sales leads towards our retail partners, which has helped raise the profile of online sales within the business and ultimately grown the channel for us. The data that the BuyNow solution gives us means that we can have a real time view on the consumer interest in our devices which we can use to inform marketing decisions.”

BuyNow has enabled Nokia to promote offers from retail partners into over 23 markets across the globe. Lewis-Jones continues “It’s been a truly global solution for us. We began by testing the solution in Ireland back in 2011 and quickly rolled out to other markets once we had proven capability. The BuyNow solution enables the consumer objective choice of the best offers currently available and it strengthens our relationship with retail partners as we are helping to drive sell out of our devices through their channel rather than selling direct.”

Published on: 2:19PM on 30th April 2014