Return on Investment (RoI) has always been an area of concern for most marketers. But in a world where a user sees an advert on television, searches for it online, check the demo on YouTube and then purchases through e-commerce site, can one channel and returns on it really decide the fate of an entire marketing budget of a brand? Quite impossible! Resolving to provide metrics in this integrated world, that too in real time, is the latest on offer from ZenithOptimedia, as part of its new global strategic proposition, ‘Live RoI’.
Positioned as the RoI agency, ZenithOptimedia now aims to provide state-of-the-art data analytics and breakthrough creativity ‘real-time’ as the media landscape has changed dramatically with internet driving consumer choices. Speaking to exchange4media, on the thought process behind the new positioning, John Taylor, Chairman and Client Services Director Worldwide, ZenithOptimedia said, “We are living in a very different environment today. In the digital world, the way people interact with brands, the speed at which they take decision has fundamentally changed the whole marketplace. After a decade of living true to the idea of RoI, we wanted a new framework that allowed us to have best practices and all our proprietary tools into one system bringing together everything that we have innovated and devised over the years.”
“With ‘Live RoI’ we have taken on a spirit of accountability and have brought it into the digital world which allows us to capture the consumer insight with active understanding. This is a rebranding that is more contemporary, signifies that big change is happening and it also shows a structure of interconnectivity between brands and tools.”
Elaborating more on ‘Live’, John said, “Live means live insights. Today, the researches on which we base our plans are six months or twelve months old. When changes are happening in matter of seconds, this data seems outdated. If you find out what consumers are thinking online, their attitudes, responses to brand experiences, you can get nearly immediate insight. We then build all the metrics together in one piece of software that looks at all channels – online and offline and then describes the pattern of how all of this should work together live.”
The group has gone through a comprehensive global rebrand across all its group companies including Zenith, Optimedia, Newcast, Performics, Moxie, Ninah, Sponsorship Intelligence and Scoop to reflect the new positioning. The new proposition will be supported with cutting-edge software, processes and development programmes including Touchpoints RoI Tracker, Socialtools, Adforecast, Open and Live Academy. The logos of all group companies have been redesigned to create a clear brand relationship.
Talking about developments that the new change would incorporate, John explained, “Unlike organising conferences at one place and getting the senior management together, the company’s senior management will now visit offices around the world talking to teams about ‘Live RoI’ in order to ingrain the new proposition into every process and every team member.”
He further shared the company is planning to invest in human resource that comes from various backgrounds as a part of the change. “You will see us brining more talent. You will also see some new roles in the way we are structured. We would bring in people with expertise in content, production and mobile as we talk about integrated performance through various channels,” he added.
Responding to the question of growing competition in the digital analytics space and how the company plans to provide an effective solution, John concluded, “We have a system that is based on strong principles, reflective of how the whole market has evolved and solid tools that have been designed to last for a long time.”