Michele Marzan, Country Manager of zanox Italy, answers questions from Anna Bruno, managing editor of FullPress. The topic of the interview is the evolution of online marketing and in particular of affiliate platforms, a sector in which zanox is one of the leaders.
Let’s start talking about marketing or, if you prefer, online marketing: how does the Italian market look at the moment and how much does the economic recession affect it?
In our company — zanox — we are increasingly discussing these topics at an international level. In general, our clients use online as a channel for developing their business and are more and more inclined towards performance-based online marketing solutions. We must also consider the very positive feedback from companies that decided to invest purely in e-commerce and, based on the results achieved, continue to invest confidently, especially regarding affiliate programs. The economic recession has not been a particular obstacle for us; rather, it has encouraged us to offer our clients more and more solutions aimed at solving problems that the crisis may have caused them. Overall, zanox is increasing the sales volumes of its clients with an increasingly efficient cost per sale.
zanox is a leader along with Tradedoubler in the performance-based online marketing sector; what is the difference with your competitor? Why choose you?
The European context is now characterized by two major players: zanox and Tradedoubler. Recently, zanox’s growth rates have been significantly higher, as we leverage certain specific features that bring great added value to the value chain “advertiser – zanox – publisher.”
First of all, zanox’s global presence and the strong correlation between countries is a considerable strength because it allows us to follow clients in all their respective markets of reference, thereby increasing the effectiveness of activities.
zanox webservices – an open-source technology modeled on API – offers zanox publishers the opportunity to integrate even more with us, allowing them to develop web applications (e.g., cashback sites, widgets, …) that effectively utilize the potential to promote advertisers with new advertising models.
Then there is the “dna” of zanox… which makes zanoxians a special kind of people! Recently, we had one of our periodic annual conventions (in 2009 between Berlin and Poland) where group work focused on improving the working climate and collaboration with colleagues: in the end, it all depends on the people… so I’m not exaggerating when I say that zanoxians are different because they come from zanox.
zanox Web Services is your new platform based on OpenAPI technology for professional web developers and publishers; can you illustrate its features and innovative elements?
zanox Web Services represents a truly innovative solution that allows both professional web developers and publishers to access a wide range of infrastructures and functions to maximize personal initiatives and ideas, thus achieving a significant increase in their online earnings.
In practice, we have provided a platform that allows, for example, targeting your users, creating customized statistics, using data feeds always updated in real time, creating personal business models like mobile applications or widgets, choosing from a wide selection of “ready-to-use” applications, using specific tools for geo-targeting and contextual advertising, accessing zanox infrastructures directly, including ad spaces, programs, products, ad media, payment data, etc.
From your vantage point, which markets are the most interesting?
In recent years, we have extended the zanox affiliate network to over one million partners present in 200 countries worldwide. Just consider that we have opened new offices in Switzerland, Poland, New York, and very recently also in Greece. Strategically important markets for us undoubtedly include Italy, Spain, France, Northern European countries, the United Kingdom, the Netherlands, and China, but also the markets of North and South America are beginning to play an important role, and it is in this direction that we are increasingly focusing. Germany is traditionally the market where zanox is the historic leader in affiliate marketing.
How did 2008 close and what are the prospects for zanox Italy in 2009?
2008 was a year full of confirmations and successes not only for zanox in general but also for the Italian branch. In Italy, we closed the business year with a satisfying +60% compared to 2007, and especially regarding the travel sector, zanox clients in Italy registered sales over 150 million euros in tourism services: from flights to hotels, etc. Moreover, from January to December 2008, we had a turnover growth of about 18% generated by the travel client portfolio, and this is a very encouraging figure such that for 2009 we foresee an average growth rate increase up to 30%, and we will further accelerate our global expansion, new partnerships, acquisition of new clients, and enhancement of offered products.
Michele Marzan, Managing Director of the Italian branch of zanox, a company leader in the international performance-based marketing market, boasts significant professional experience ranging from web marketing to media and advertising gained in some of the most prestigious companies including: InferentiaDNM, FullSix Group, DMC (Direct Media Center). Besides Italy, he has recently also taken on the role of launching zanox in Greece.
Graduated in Management Engineering at the “Politecnico di Milano”, aged 40 with great initiative spirit, before taking on his current position, in 2004 Marzan started working at DMC/FullSix – a leading agency in Italy for consulting, planning, and executing online Marketing and Advertising projects – as Client Director and Division Manager (Digital Direct Marketing Unit), developing among other things notably innovative online initiatives in Italy in the performance-based marketing sector. In 2003, he was appointed Senior Digital Marketing Consultant of the FullSix Group where he entered in 2000 (then InferentiaDNM) holding roles of increasing responsibility. Previously, he worked in several divisions of CILME SpA – a leading company in the production and management of eBanking services.
In his free time, he enjoys traveling with his family and practicing climbing, ski mountaineering, and telemark skiing.
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zanox
zanox is a leader in the multichannel commerce performance-based market and offers, thanks to zanox XS, a global solution for the efficient market launch of products and services on the Internet. zanox’s already award-winning online marketing services include, besides affiliate marketing and search engine management, email marketing and Customer Loyalty Programmes. More than 2,000 internationally leading companies like Allianz, Amazon, Axa, Citibank, DaimlerChrysler, Deutsche Telekom, Telecom Italia, Telefonica, o2, Vodafone, Orange, DADAmobile, Celldorado, KPN, Expedia, Jamster, Lycos, Procter & Gamble, Sixt, Staples, Neckermann, La Redoute, Verbaudet, Corte Ingles and many others base their strategic distribution channel on zanox. zanox cooperates with over one million partners in 190 countries and has offices in 31 countries. Advertising activities on websites and search engines, as well as via email and software,
guarantee zanox partners a lasting and top-tier source of income. zanox was founded in 2000 by three presidents Thomas Heßler, Heiko Rauch, and Jens Hewald and currently employs more than 300 collaborators. Since 2007 zanox has been part of Axel Springer and PubliGroupe. Axel Springer is the largest German newspaper publisher and the third largest in magazine publishing. PubliGroupe operates worldwide offering commercial communication services across various media.
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