Optimise Media is recognized around the world as one of the leading global performance-marketing networks, helping to deliver billions of dollars in online sales each year for their clients. Their game-changing technology enables clients to dive deeper into the data and get more genuinely actionable insights than they can get anywhere else. Insights that allow them to find and convert their perfect customers across desktop or mobile, in huge numbers. As an organization that caters to both demand-side and supply-side solutions, Optimise Media’s large global network enables advertisers & agencies to digitally distribute their product and services enabling customer engagement via the network of publishers that are registered with the platform and support in the performance marketing world. Powered by innovative technology-based solutions & guided by a data-driven mindset, Optimise Media focuses on getting the best for its advertisers and publishers. for advertisers to get started and quickly start their advertising campaigns
Nitin Sabharwal, Chief Operating Officer, India Operations, Optimise Media in an exclusive chat with MediaNews4U he talks about the growth of Optimise Media in India, Marketing Performance management, and much more…
Journey of Optimise Media in India?
As one of the leading global performance-marketing networks helping to deliver billions of dollars in online sales each year for its clients, Optimise Media has redrawn the performance marketing landscape and indeed the larger digital marketing topography. With a game-changing technology allowing clients to dive deeper into data at more granular levels than ever before, the insights there catalyze clicks, conversions, and leads across all digital devices in numbers never heard of before. The company’s fully integrated branding and commerce solutions help advertisers and brands get the most out of their traffic and budget across all digital media, channels, and markets.
What is Integrated Marketing Solutions? How do brands optimise on this?
Integrated Marketing Solutions or Communications (IMC) envisages a holistic and unified view of a business’s communication and messaging intent and substance across different channels and platforms for consumers and partners. Whether it is sales promotion or advertising, or public relations or direct marketing, or even social media channelss, Integrated Marketing ensures that there is a single uniform message and a coherent story that flows out of a company’s marketing and communications department. Similarly, whether it is traditional media such as print, TV or radio, or digital media, the company’s messaging would be broadly consistent on all platforms and aligned with its larger brand identity. As such, the uniformity and consistency in messaging not only drive better brand discovery and sharper brand visibility from the company’s standpoint but also helps end-consumers connect better with the brand and its philosophy.
Secondly, an integrated marketing approach helps each marketing channel as part of the team in reinforcing the others in a collective spirit of strength and unity for the brand leading to a more efficient customer connection, better brand recall, and higher ROI. Being present on multiple channels, it means that the chances of being noticed by consumers are relatively high. It also ensures that there is no clutter and waste while affirming the sincerity and relevance of the brand in the minds of the consumers.
Thirdly, Integrated Marketing also positions a brand as a thought leader whose continued engagement with the industry players and end-consumers through consistent and positive messaging would ensure brand relevance and traction while also attracting market influencers. In a hyper-connected age of always-on digital media across platforms, this is very important.
‘B2B marketing will change in 2021: All roads lead to marketing performance management’ can you elaborate on this?
Yes, there is no doubt that like most businesses, the COVID-19 pandemic has also forced B2B companies to rethink their marketing strategies in order to reach their target customers. While there has been an all-around shift in customers’ preference for digital interaction and digital services, this has been in the context of B2B companies also having to face the economic repercussions of the pandemic. With uncertainty being a recurrent theme for both B2B buyers and sellers, the adoption of digital tools and processes to navigate through the uncertain patch and to brace themselves for an increasingly digitalized world has been a natural go-to-market or survival strategy for B2B players. And Marketing Performance Management (MPM) has been an indispensable component of that strategy. The MPM not only empowers B2B companies to link and benchmark their marketing performance against a set of measurable KPIs by way of tracking, measuring, managing, and analyzing those KPIs, it also helps diversify lead generations, optimize ROI on its marketing investment and accomplish larger business objectives. In fact, online traffic, lead generation, lead management, conversion rates, customer engagement, customer acquisition, and retention rates, sales, and thought leadership traction are some of the key parameters on which B2B companies would be executing their MPM strategy and test their marketing performance. At the same time, third-party tools such as website data analytics, KPI dashboard analytics, CRM tracking, mobile app, and call trackers would also become central to measure performance and ROI in 2021. Since these MPM tools would be applicable to nearly most industries and sectors where B2B businesses operate, all roads indeed lead to marketing performance management for B2B entities in 2021. At the same time, adoption of marketing automation, content marketing, social media marketing, and video marketing with videos and podcasts, among others, would become more mainstream for B2B businesses in 2021.
How is Optimise Media helping the BFSI sector in this crisis? How effectively is Performance Marketing used in this sector?
Given that the BFSI sector comprises essential services where the scope of error or deviation is virtually nil, the digital makeover of BFSI companies involves an even more meticulous and thorough planning, stringent due diligence, and near-flawless execution eventually. This is especially critical in a Covid-driven crisis environment. A report says that Covid has impacted nearly 70% of banking sector debt in India. At the same time, on the upside, the ever-rising number of customers on digital channels for transactions and payments, peer-to-peer transfers, purchasing of financial instruments, and related services have been coincident with the rising number of new BFSI companies in the country. The advent of new-age fintech companies has also added to the excitement and competitiveness within the BFSI sector. In such a competitive environment, Optimise Media has helped BFSI players not only transform themselves digitally while keeping their physical systems and processes intact in a so-called physical mode, but it has also gone a step ahead in offering its performance marketing services helping the companies both acquire and retain customers in a more streamlined and targeted fashion. By way of using creativity, storytelling, and narratives breaking down financial mumbo jumbo into easy-to-understand layman’s language for the Indian customers, Optimise has smoothed the communication process between BFSI companies and customers like never before. Simultaneously, laying down concrete and measurable performance-based KPIs as part of the performance marketing package, has helped hundreds of BFSI companies convert digital impressions and clicks into the actual purchase of their products and services. And even more importantly, Optimise Media’s proprietary and game-changing technology backbone has helped these BFSI companies acquire solid data-driven granular insights helping them prepare for short-term as well as long-term customer acquisition and retention strategies.
Digital payments are the in thing now, but we are also seeing frauds. How do you address this issue?
Yes, the rising traction in digital payments has triggered concerns on the security of online transactions and payments. While the authorities are doing everything they can to provide for a more secure digital universe, BFSI companies themselves are addressing this at their own levels. As a digital marketing company with long years of experience in the domain, we are also offering customizable security solutions along with our digital marketing services to companies based on their specific requirements. At the broader level, however, I must say that we need to put together a unified digital BFSI ecosystem at the national level with sufficient in-built fail-proof security processes, protocols, and systems.