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ZenithOptimedia-Google event Zoogle Day sees packed house, interactive sessions

MUMBAI: Zoogle Day, a premier digital marketing event jointly hosted by ZenithOptimedia Group and Google successfully concluded on 4th February 2016 in Le’Meridien Gurgaon.

In focus was the idea of micro-moments that are arising everyday in the consumers lives, given their shift to mobile by the millions. Micro-moments occur when people reflexively turn to a device, increasingly a smartphone—to act on a need to learn something, do something or discover something.

Anupriya Acharya, Group CEO, ZenithOptimedia Group said in her opening address that it’s been about 12 years since ZenithOptimedia and Google first created this property in the UK, with the clear objective of leading the change that digital technology is bringing in the consumers’ lives. Back then the digital transformation was just starting to take shape. Zoogle Day was so successful that the format was retained and expanded across years and across markets. She added “Given the context of the e-commerce boom, the Digital India drive, launch of 4G, we felt the time was ripe for us to bring it to India too. And the way it has turned out, we are committed to do more of these in the future”

The marque list of speakers included Craig Greenfield, COO – Performics Worldwide, Gareth Mulryan, Chief Executive Officer for South East Asia, Performics Worldwide, Tanmay Mohanty Managing Director for Performics and Resultrix in India, Punitha Arumugam, Director Agency Business India and SEA, Google, Sapna Chadha, Head Of Marketing, Google India, Nitin Balwankule, Director – Sales at Google India.

There were many interesting insights from the various sessions. Craig Greenfield talked about how Search on key words is passé; the accent will now be on image and video search.

The panel discussion with Tanmay Mohanty saw participation from various marketers such as Jonathan Abramson (VP Marketing & Head, Online & Value Added Services at Airtel), Abhay Johorey (Head – Digital Consumer Bank, IDFC), Amit Ojha (Head of media, Nestle India) and Praveen Gupta (Head of Brand & Digital at Tata Docomo)

Amit Ojha from Nestle pointed out that the Maggi crisis has indeed taught them the value of adequate listening. The Magi return campaign was built on the back of data from loyal customers and it has been one of the best performing campaigns for them. He also added that there are certainly chinks in the data armour. The stuff challenge is marrying internet data with data from the real world.

Mobile wallet was another key agenda item, Abhay Johorey was of the opinion that the launch of UPI might bring unprecedented changes and the need for mobile wallets might not be as much if the transaction can happened directly with a single UPI.

Praveen Gupta the head of Brand & digital at Tata Docomo was of the opinion that mobile wallets are very much here to stay. He also acknowledged that the consumer journey is much more complex with advent of mobile and marketers’ need fully understand the role of content and media to deliver a seamless experience

During the session on data & Content driven planning Mayoori Kango the Chief digital officer for ZO, spoke about how advertisers can harness the power of the micro moments to create bite-size content and create a micro- moment map to deliver on the promise of a consumer centric content plan that is seeped in the 3rdi view of Performics. Meaning that the content address impulse – intent- interaction.

Tanmay Mohanty, MD Resultrix/Performics spoke of the need of having a data stack and a data maturity plan to deliver the Single view of the customers in detail and need for multi-channel attribution to understand real value of each touch point.

Tanushree Radhakrishnan, SVP programmatic for Resultrix/Performics spoke about the power of programmatic in addressing these moments with the power of audience buying and integration of new media innovations like voice, image search and native avert sizing to deliver an advertising experience that is non-intrusive and relevant.