The 2021 Global Winner comes from ESG UQAM in Canada, under the supervision of Professor Harold Boeck. The team worked with Novagrow, a firm that designs and manufactures kitchen counter gardens. The judges were impressed by the effort that went into the project, the ensuing results and the team’s excellence in analytical reasoning. They specifically found that the environmental and market analysis audit was well laid out; the reports were well written and visualized; the objectives were specific, measurable and time-bound; campaign strategies were clear and focused; there was enough evidence in linking the GDS data in the performance analysis; and the insights, arguments and recommendations were sound and based on extensive analysis. The team did an outstanding job in developing effective ads (CTR: 14.42%) that had a low cost (Avg. CPC: $0.53). As a result, their campaigns exceeded the targeted goal by achieving 240% higher sales while spending only 82% of the allocated budget. The team’s campaign eventually had to be put on hold as the rapid increase in sales resulted in their client’s products being out of stock. Reports: Pre-Campaign, Post-Campaign and Google Data Studio.
Europe Regional Winner
The Europe Regional Winner comes from Kaunas University of Technology in Lithuania, under the supervision of Professors Elena Vitkauskaitė and Eglė Vaičiukynaitė. The team worked with Kika, the most popular retail chain of pet goods in Lithuania. The judging committee found that the team did an excellent overall job. The pre-campaign report was strong and helped the judges have a good understanding of the direction the team intended to take. It also included a useful analysis of clients and competitors, an excellent outline of tangible goals and how their client’s objectives were linked to the team’s digital marketing strategy. The campaign was based on a multi-platform approach, which included the use of social media. The many optimizations that were performed during the campaign contributed to strong results: 2100 clicks (CTR 24.56%) on the Google Ads component despite a limited budget (€314.98). The post-campaign report presented a compelling story using data and analytics. The recommendations were well thought out, specific, and relevant to their client’s situation. Reports: Pre-Campaign, Post-Campaign and Google Data Studio.
Asia & Pacific/Middle East & Africa Regional Winner
The Asia & Pacific/Middle East & Africa Regional Winner comes from FLAME University in India, under the supervision of professor Rohit Tiwari. The team worked with Good Karma, a company that provides a product range of 100% recycled and unbleached paper napkins, toilet tissue rolls, tissue boxes, and kitchen towels. The judges found that the team did excellent work by presenting content that was well organized, based on a solid analysis, included a logical campaign structure, strategy formulation, and regular optimizations. The pre-campaign report demonstrated a good understanding of the market and several judges appreciated the use of a customer journey in conjunction and with the relevant advertising medium for each stage. The team focused their budget on Amazon Advertising and the Google Display Network. The judges appreciated that the post-campaign presented weekly analysis and optimizations. Reports: Pre-Campaign, Post-Campaign and Google Data Studio.
Americas Regional Winner
The Americas Regional Winner comes from ESG UQAM in Canada, under the supervision of Professor Harold Boeck. The postgraduate team worked with Canadian Virtual Hospice, a Web-based platform that addresses palliative care all over Canada and whose mission is to provide support and personalized information about palliative and end-of-life care to patients, family members, health care providers, researchers and educators. The judges found that the campaigns were well planned and were consistent with the use of their targeted personas. Although the implementation was then executed as per planning, frequent optimisations to the campaigns led to important improvements as demonstrated by the upward trending efficiency in account performance and the campaign goals eventually being achieved. The analysis demonstrated the team’s strong understanding of core digital marketing concepts and of Google Ads’ advanced functionalities. Various challenges were identified and briefly discussed, such as having disapproved ads, which lead to specific recommendations moving forward. Reports: Pre-Campaign, Post-Campaign and Google Data Studio.
During the judging process, a few campaigns can be handpicked by our Judging Panel as having demonstrated excellence in regards to a specific digital marketing characteristic. The 2021 GOMAC Committee, after careful evaluation, would like to provide an Honorable Mention to the team from FLAME University in India, under the supervision of Professor Rohit Tiwari, and composed of Vineet Subba, Karishma Bansal, Monali Barua, Palak Kedia, and Purvi Jain. This team’s work stands out and merits a special mention for the quality of their reports. They were well presented, easy to follow, and very detailed. The judges appreciated that they included justified explanations for the use of the different digital marketing strategies, demonstrated a strong understanding of the client’s needs, defined personas, and outlined their customer journey. The post-campaign report included and commented on various key metrics. Detailed explanations were also included of how strategies were implemented and how they impacted performance outcomes. Major changes were discussed followed by good reasoning of how they affected the campaign results. Furthermore, examples of data were used to support the arguments being made.
|Indian Institute Of Digital Education||India||Prathmesh Kavishwar||Anand Shinde||Swetank Sharma||Bhavika Budhdeo||Sakshi Shriwas|
|FLAME University||India||Rohit Tiwari||Vineet Subba||Karishma Bansal||Monali Barua||Palak Kedia||Purvi Jain|
|European University of Flensburg||Germany||Berthold Hass||Antonia Eigendorf||Sophia Müller||Kim Sarah Quistorf||Caterina Schaar|
|Kaunas University of Technology||Lithuania||Elena Vitkauskaitė and Eglė Vaičiukynaitė||Morta Rodalevičiūtė||Audra Dobilaitė||Neringa Sadovnikaitė||Kamilė Šliažaitė||Andrius Tamašauskas|
|Université d’Angers||France||Ronan Chardonneau||Théo Kekoc||Victor Jaud||Alexis Huchon||Manon Huet||Mordjane Khalfi|
|European University of Flensburg||Germany||Berthold Hass||Leóna Bianca Vollbehr||Mara Drescher||Sven Laner||Yasmin Twal|
|Université d’Angers||France||Ronan Chardonneau||Charlie Laubin||Flore Le Roux||Juliette Le Bail||Thomas Laborde Ganade||Amélie Lepine|
|Escola Superior de Educação de Viseu||Portugal||Paulo Silva||Tiago Pestana||Ana Tiago||Inês Coelho||Maria Paulo|
|Escola Superior de Educação de Viseu||Portugal||Paulo Silva||Diana Pinto||Kelly Barroca||Susana Sousa|
Rankings used in the 2021 GOMAC:
- Disqualified: Teams that did not adhere to the GOMAC requirements were eliminated from the judging process.
- Participants: In all, 26 digital marketing professors from Australia, Belgium, Canada, France, Germany, Greece, India, Italy, Lithuania, Portugal, Saudi Arabia and the United States registered 101 teams (402 students).
- Nominees: Teams that demonstrated a very strong understanding of digital marketing by developing a solid campaign and its supporting documentation.
- Semi-Finalists: Teams that demonstrated superior understanding of digital marketing, developed and documented very high quality campaigns. GOMAC regions were determined based on the number of submissions. Neighbouring countries with fewer submissions were grouped together. All Semi-Finalists demonstrated the same overall level of proficiency even though they are classified in separate regions.
- Finalists: Teams that demonstrated overall excellence in the field of digital marketing. All Finalists demonstrated the same overall level of proficiency even though they are classified in separate regions.
- Regional Winners: Although each Finalist demonstrated outstanding campaigns, only one team in each region can be declared the Regional Winner.
- Global Winner: Out of the several nominated teams and outstanding marketing campaigns, the Judging Panel identified that this team designed, executed and presented the best overall digital marketing campaign in 2021.
2021 GOMAC – Full Results
The Judging Process
A panel of international judges evaluated teams from outside of their own geographic region. Professors that supervised a Finalist did not participate in the 2021 GOMAC Final Judging Panel and, if part of the GOMAC Committee, were removed from further discussions and decisions regarding the judging process. Professors from every GOMAC region participated in the selection for the Global Winner. The GOMAC Final Judging Panel proceeded with a secret ballot vote that was then revalidated by each judge independently. The judging process was supervised by Professor Wojciech Czart, and further validated by Professor Liz Gray. The entire process and results were then certified as authentic by the GOMAC Committee.
A team was ranked as Semi-Finalist or Finalist based on the quality of their campaign and reports rather than by a cut-off based on a predetermined number of teams per rank. Regions can therefore have a different number of Semi-Finalists and Finalists. Having a team reach the rank of Semi-Finalist or Finalist was not influenced by the performance of other competing student teams. These top teams demonstrated a superior understanding of digital marketing and developed and documented very high quality campaigns.
Each top Finalist within each region was then identified as the Regional Winner. The Global Winner was selected among the Regional Winners by the GOMAC Final Judging Panel who also evaluated runner-ups when Global Winner contenders scores were tied. The 2021 GOMAC Organizing Committee would like to remind participants that it is essential that they follow the Challenge guidelines set out under the terms and conditions to be eligible for judging. Otherwise their submission will be disqualified.
The 2021 GOMAC Judging Panel, comprising of 40 digital marketing specialists from around the world, judged the students’ digital marketing campaigns based on each team’s Pre- and Post-Campaign decks and Google Data Studio reports. The Winners were then identified by a 17-judge panel. We would like to thank the following 2021 GOMAC Judging Panel for supporting the 2021 GOMAC Organizing Committee in the judging process:
Members of the 2021 Judging Panel:
- Adam Durfee from Brigham Young University in the United States
- Amit Lathigara from RK University in India
- Amit Kishore from MICA in India
- Ana Cruz from CITY College, University of York Europe Campus in Greece
- Anida Krajina from Optiweb in Slovenia
- Berthold Hass from Europa-Universität Flensburg in Germany
- Bozena Stansfield from New College Durham in the United Kingdom
- Brendan Hibbert from North Metropolitan TAFE in Australia
- Chitharanjandas Chinnapaka from School of Business and Law, University of Brighton in the United Kingdom
- Christopher Vargo from University of Colorado Boulder in the United States
- Claudia C Brözel from Eberswalde University for Sustainable Development in Germany
- Dalia Kriksciuniene from Vilnius University in Lithuania
- Gema Vinuales from San Jose State University in the United States
- Gurkan Ozer from Boğaziçi University in Turkey
- Hsin-Chen Lin from University of New Brunswick in Canada
- Janendra Kumar Routray from IIIT Bhubaneswar in India
- Joni Salminen from Qatar Computing Research Institute in Qatar
- Jordan Alpert from University of Florida in the United States
- Komal Chopra from Aadvi Business Structures in India
- Larry Neale from Queensland University of Technology in Australia
- Manikant Roy from IIT Delhi in India
- Matt Glowatz from University College Dublin in Ireland
- Moe Bagheri from IPAM in Portugal
- Natalie Sarrasin from HES-SO Valais/Wallis in Switzerland
- Noor Hazarina Hashim from Universiti Teknologi Malaysia in Malaysia
- Paul Fervoy from LEAD University in Costa Rica
- Paulo Silva from Escola Superior de Educação de Viseu in Portugal
- Paulo Duarte from Universidade da Beira Interior in Portugal
- Peter Heinzmann from Cnlab ITR AG in Switzerland
- Peter O. van der Meer from Utrecht University School of Economics in the Nederlands
- Rajesh Kumar from Jagdish Sheth School of Management in India
- Rob Simon from University of Nebraska-Lincoln in the United States
- Rohit Tiwari from Flame University in India
- Ronan Chardonneau from IAE Angers in France
- Sharifah Syed Ahmad from University of Business and Technology in Saudi Arabia
- Tahir Rashid from University of Salford in the United Kingdom
- Zhenning Xu from California State University in the United States
The 2021 GOMAC Organizing Committee
The 2021 GOMAC was governed by the Global Online Marketing Academics (GOMA), which comprises Academics from around the world who have extensive experience in digital marketing education. The 2021 GOMAC Organizing Committee included:
- Harold Boeck, Université du Québec à Montréal, Canada
- Theresa B. Clarke, James Madison University, Harrisonburg, Virginia, USA
- Wojciech Czart, Adam Mickiewicz University in Poznań, Poland
- Liz Gray, Faculty at Fanshawe College, London, Canada
- Jamie Murphy, University of Eastern Finland, Joensuu, Finland
- Elena Vitkauskaitė, Kaunas University of Technology, Lithuania.