Zoogle Day turns spotlight on impact of mobile on marketing

Organised by ZenithOptimedia and Google, the event, first created in the UK, had a large canvas including the e-commerce boom, India's digital drive and the launch of 4G

BestMediaInfo Bureau | Delhi | February 11, 2016

(L-R) Anupriya Acharya, Punitha Arumugam and Craig Greenfield

Zoogle Day, a digital marketing event jointly hosted by ZenithOptimedia Group and Google, was held in Le Meridien Gurgaon February 4, 2016. In focus was the idea of micro-moments that are arising every day in 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 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 future.”

The marque list of speakers included Craig Greenfield, COO, Performics Worldwide, Gareth Mulryan, CEO - 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, and Nitin Balwankule, Director - Sales at Google India.

There were many interesting insights from the various sessions. Craig Greenfield talked about how “search” with keywords is passé. “The accent will now be on image and video search,” he said.

The panel discussion with Mohanty saw participation from 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).

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 added, “There are certainly chinks in the data armour. The 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 of 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 the advent of mobile, and marketers need to fully understand the role of content and media to deliver a seamless experience.

During the session on data and content driven planning, Mayoori Kango, Chief digital Officer at 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 addresses impulse-intent-interaction.

Mohanty spoke of the need of having a data stack and a data maturity plan to deliver the single view of the customer in detail and the need for multi-channel attribution to understand real value of each touch-point.

Tanushree Radhakrishnan, SVP Programmatic at 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.

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