Magazine article Marketing

The Yell Awards Are Coming

Magazine article Marketing

The Yell Awards Are Coming

Article excerpt

Who will win this year's online honours from the final shortlist of just 24?

With the Yell Awards just a week away, the anticipation over who is going to walk off with new-media's most coveted honours is hotting up.

As a sponsor of the awards, Marketing can reveal the final shortlist of 24 finalists, divided into eight categories.

The list represents the best of UK web design and use of the internet in marketing, so it's natural Marketing should put its name behind them. Last year, Capital Radio won Best Overall Site and Mini was awarded Best Commercial Site.

This year, the quality of entries is as high as ever, with some unfamiliar names making the shortlist. This proves you don't have to be a big player with lots of money to spend to make the most of new-media marketing. Bob Bond's DIY site and Bargain Holidays - both finalists in the best commercial site category - show how e-commerce entrepreneurs are teaching the high-street retail giants what the internet can do. Bargain Holidays has records of some 70,000 holidays which can be searched by date, airport or destination.

It is sites like this that are beginning to put e-commerce on the map. Amazon.corn is the most frequently quoted example of an internet success story, but there are now plenty of other players exploiting the net to its full potential. The areas ripe for the picking are those where an expensive middle man, like a travel agent, can be cut out. In the right areas, selling direct on the net can be faster, cheaper and easier.

The Most Innovative Web Site category features two marketing-led sites, showing that brand owners should entertain and innovate on the net as much as other users. The Co-op Bank and Jaffa Cakes are very different but make the most of existing technology to keep users coming back.

Following in the footsteps of the Spice Girls in more ways than one - the fab five's site won a Yell Award last year - All Saints are among the finalists in the Best Personal Web Site category. A site for crop-circle junkies and another for US cult science-fiction, demonstrate that the net is still a favourite domain for conspiracy theorists and sci-fi addicts, so not much change there.

The Best Online Publication category is another platform for marketing-led sites. BBC News will be hoping to offset Teletext's win last year with a victory in 1998. The Evening Standards This is London site shows how a media branding exercise can enhance its impact by adding value through innovative online services, such as directories of cinemas and restaurants and area maps to help visitors find their destination quickly and easily. …

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