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Performics expands search market

29-May-2012
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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.”

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