AgTalk | "One Search' proposition and performance skill set will deliver great value to our clients: Performics' Andras Vigh

Performics, the performance marketing agency unit of ZenithOptimedia, of Publicis Groupe, headquartered in Chicago, with international hubs in London, Paris and Singapore, has geared up to set up of its office in India. Currently, the leading global search agency offers "One Search' i.e. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) in an integrated and embedded way.

In an exclusive interaction with Adgully, Andras Vigh, Global Managing Director, Performics shared the outlook for Indian market, its digital marketing scene and the potential growth foreseen.

Adgully (AG): Firstly, share some insights about Performics with us.

Andras Vigh (AV): We are a performance marketing specialist agency, integrating the art and science behind "Performance Marketing' to optimize digital actions that accelerate brand engagement, participation, leads and sales. Our performance specialists empower our clients to make smart decisions about their digital spend and increase ROI. Performics was acquired by DoubleClick in 2004, which became part of Google in 2008. It was then acquired by Publicis Groupe in 2008 and has been part of ZenithOptimedia Group since 2010. As the performance marketing agency for ZenithOptimedia, part of VivaKi within Publicis Groupe, Performics leverages exclusive partnerships with leading publishers for scale and innovation.

AG: How important a market is India for Performics? Why do you feel India needs Performics?

AV: India is one of the fastest growing markets in the world, in all aspects. About more than 80% of the people are English speaking. Not only locally, but internationally as well, India is becoming an "opening' for various sectors, so is in the case of digital marketing. We at Performics strongly believe that India will be a key market for Performics and our "One Search' proposition and performance skill set (SEM and SEO) will deliver great value to our clients. Also, in India our clients are more focused on ROI, therefore our services are more suitable to them.

AG: Tell us a little about "One Search'. How will it drive growth in the new digital age?

AV: OneSearch drives integrated search efficiency for clients to ensure optimal marketing investment. There is a constant change in the natural search sphere. What we aim is to optimize the search and visibility of our clients through our services, trying to make their investments a worth.

AG: How do you see marketing and branding in the digital space in India, as against international competition. Also, where do you see growth coming in for digital marketing in India?

AV: In India, branding is still not so widespread. We see it happening only in sectors like insurance, finance, MNC's, FMCG market etc. But we definitely see more activities happening on this front, in the near future. One should note that in India, there is about 8% penetration of internet, while a higher penetration of mobile. Thus, we see the mobile is spreading its avenues, so in indicates growth and use coming from that front.

AG: Can you tell us the current global presence and reach of Performics. Also, where do we see Performics heading ahead?

AV: Currently, Performics is present in countries like Australia, Canada, USA, China, Italy, Mexico, Spain, France, Germany, Singapore etc; with India as our 14th market. In the next six months or so, we plan to venture into 20 new markets. The key is that, there are few players in the market, globally as well, and we holding our capabilities and potential plan to make a mark on the digital marketing front.

AG: The international digital industry is quote evolved. What do you think; the Indian counterparts need to do to reach that point?

AV: I agree that the digital marketing industry in countries like USA and UK are quite ahead and are doing amazingly well. But one also needs to understand that they will be nearing their saturation level. The complexity in India comes on the digital front. Also, what we see in India is that search is outsourced. Thus, companies need to focus on India, since it has just started setting up. Also, what India needs in good quality of client education and training, leading to higher conversions on the consumer's end as well.

AG: Is the increasing number of young consumers across the India market, an added advantage for the digital marketing space?

AV: Young consumers, what we call the "digital natives'; in the Indian market are a very essential segment. With search on mobile getting more popular, we see it as a long term factor. The penetration is very strong and the growth seen is multi-fold. Hence, yes, young consumers, the future of the country do work as an advantage.

AG: Lastly, any word of advice or concern for marketers in India.

AV: What one should understand for sure is that there is audience present, always. So you need not be concerned about that aspect. Secondly, unlike other forms of marketing, the results of all your efforts can be measured. So there is no harm in testing. There is always room for experiment. So venturing out and giving your best is all that should be your aim.