Zanroo eyes ‘All For One’ campaign
Future marketing will be empowered by automation, open application programming interfaces and artificial intelligence to successfully achieve personalised communication, says Zanroo, a social listening operator.
“We foresee opportunities in marketing beyond social listening services, with more focus on global marketing technology,” said chief executive and founder Chitpol Mungprom.
By the fourth quarter, Zanroo will introduce Arun — an open platform that helps connect data flows in every channel, including call centres, customer relationship management, cloud, social media and other outlets dealing with customer data and behaviour.
Arun uses an open API (application programming interface) to let users integrate with other marketing platforms such as paid, owned and earned media so that brands can more accurately assess return on investment.
“This integrated data, powered by AI, enables brands to have a single view of the customer,” Mr Chitpol said.
He said the future of technology in the field is personalised marketing, which combines every aspect of customer data to accurately garner insights (All For One), unlike traditional marketing activities that made one product for the mass market (One For All).
Arun will be a marketing stack for each vertical sector, including financial services, insurance, telecom, fast-moving consumer goods and automotive.
“As the rise of automation and AI play more important roles in marketing, marketers don’t just need creativity, but also technology and analytics skills to utilise those existing tools,” Mr Chitpol said.
Last year, Zanroo received US$7.4 million (246.3 million baht) from Shift Ventures, enabling the company to expand to 17 countries. It has local offices in Thailand, Malaysia, Singapore, Japan and Myanmar.
Mr Chitpol said the company aims to turn a profit by yearend after growing 250-300% annually in recent years.