FRIDAY, March 29, 2024
nationthailand

Full-service digital agency Dot360 launching soon in Bangkok

Full-service digital agency Dot360 launching soon in Bangkok

A NEW FULL-SERVICE digital agency, Dot360, is launching this month in Bangkok – promising to drive brand growth and business sales rather than continue the current market obsession with vanity metrics.

Rob Hall, managing director of Dot360, has 10 years’ experience leading teams in Thailand – first as digital director at Leo Burnett and then as general manager of Mullen Lowe Profero. He says he is driving Dot360 with a very clear strategy, based on listening to urgent local and regional client needs for “data-powered creativity”.
Data-powered creativity uses real-time analytic tools to help find, engage and then convert customers via exceptional digital communications and experiences, he said.
“Too many agencies are still talking about engagement rates, or how many followers or Web visits or video views that they are aiming for – but the world has moved on. The conversation needs to be about how focused marketers can be at turning every activity into a brand or sales driver,” Hall said.
Most brands are not media, entertainment or content companies. Those businesses are based on selling or hosting content in exchange for advertising revenue. But 95 per cent of brands sell products or services, not content. “So we need to stop focusing on metrics that are doing nothing to help our business. Enough with the marketing of distraction,” he said.
“We need to get past this engagement phase and talk about conversion metrics. Beyond tracking online sales, there are many different conversion metrics we can use to drive brand and sales, which differ for each company. Dot360 is an agency that has the thinking, the creativity, and the tools to make this happen, ” he said.
Dot360 is a full-service digital marketing agency that includes strategic planning, media, data and analytics, creative activities, content and production. The company is starting with 30 staff, but aims to have 100 by 2020. The privately owned company is looking to launch the Dot360 brand in several other major markets in Southeast Asia over the next three to five years.
“Our aim is to offer clients a holistic strategic approach along with digital execution expertise – informed by the data and analytic tools we are developing in-house, tailored to individual markets,” Hall said. 
“As marketers we need to get better at informing our platforms, campaigns and content with relevant data in order to create a better creative product that drives brand performance.
“We’re making sure we invest in the right people and the right tools to make this a reality for clients – starting with Thailand. We’re really excited by what lies ahead.”
 

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