Top Story


Home >> Digital >> Article

Performics expands search market

Font Size   16
Performics expands search market

A little more than six months since launch, Zenith Optimedia’s performance marketing specialist agency Performics has grown 50-60 per cent. The agency has added businesses such as Aviva Life Insurance, eBay’s social duties, Indiaplaza along with getting ZenithOptimedia’s clients such as Nestle and Reckitt Benckiser on board to service their search marketing needs with Performics’ core offering ‘OneSearch.’

The growth also comes on the back of the agency’s existing clients increasing spends on search marketing. “We are trending ahead of the market right now in terms of the digital spends in India. While the average percentage spend on digital marketing here remains at five per cent, ZenithOptimedia and Performics put together, our clients are spending double than that,” said Michael Kahn, EVP, Global Managing Director, Performics who is in India to exchange notes with the local teams on best practices being adopted by the agency around the world.

His visit follows shortly after ZenithOptimedia adopted a new global brand positioning ‘Live ROI’ as a part of which global leaders are travelling across markets to ingrain best practices and new proposition across processes.

Discussing the three-prong action that Performics is taking in order to offer relevant solutions to clients, Kahn said, “We are constantly seeing a great need for taking social to the next level – from just engagement to making it a wholly accountable digital channel. Our focus is on how to make social harder hitting in terms of delivery to our clients , synergise social listening upfront and explore social in a more performance way.”

“Another focus is to make ‘OneSearch’ as popular in India as it is in the global markets. We are also concentrating on advanced analytics and tracking, analysing the total value of search for our client’s business, lifetime value of customer acquired, and relationship between online and offline,” he added.

Excited with the dynamic growth of the Indian market, Kahn is enthusiastic about India becoming the most promising office in next few years. An emphasis is being laid to have standardised and uniform best practice work for existing clients in this market and offer global solutions as a team. The agency is in the process of adopting a global account planning methodology to enable cohesive strategic directions.

Responding to the question of new opportunities that the agency is exploring for growth, Kahn concluded, “There are many global brands asking to tie the world together, wanting to enter developing markets. We are helping these clients expand their footprint along with us. This is not necessarily just sales but it’s more like giving them our point of view on these markets and helping them tap the opportunities here as business partners. There are very limited agencies in our space that have a worldwide reach and can offer solutions like this from search and performance marketing perspective. Our goal now is to acquire clients in the best-in-class way.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow