The technology company is hoping to convince Indian businesses about the virtues and effectiveness of online advertising
For Google India, the challenge is to enable Indian
firms to appreciate the effectiveness of search advertising or the reach of the online medium. In an exclusive interview, Shailesh Rao, MD, Google India, tells B&E’s Debdeep Singh how the company is evolving new strategies, services and products to woo Indian customers. But Rao accepts that computing infrastructure has a long way to go in India.
Excerpts: How has been the Google’s journey in India so far?
Google’s approach to search and advertising has provided users with a trusted source of information and provided businesses with an efficient mechanism to drive growth. In India, due to the broad popularity of our services – from search to Orkut to Blogger and AdSense programme – we are able to provide businesses with a wide range of marketing opportunities. Understanding the needs of the Indian market, we are looking to address local concerns and offer multiple channels to support business objectives and marketing goals for all levels of a business. We are pleased with the continued use and adoption of AdWords by large and small businesses across regions and verticals in 2007. We have seen businesses utilise the platform to support a wide variety of marketing objectives. We are pleased that fair and transparent pricing, precision targeting capabilities, and an ability to calculate clear ROI are resonating with the marketplace. India remains one of the more important markets for our business worldwide, and we will continue to invest here.
How do you see the world of search engine marketing evolve from here?
The trajectory is clear. The digital marketing opportunity is growing dramatically and businesses are increasingly taking advantage to drive efficient growth. In a high growth economy like India, business growth is one of the most important objectives for organisations. And advertising will be an important tool for small businesses to become regional ones, regional businesses to become national ones, and national ones to become global players. The Internet has connected previously disconnected people from different parts of the world, and brought them together to share unlimited amounts of information. With more people connected and more businesses investing in developing an online presence, the Internet not only provides information exchange, but also promotes trade. Online advertising compliments the stable of conventional forms of advertising and plays an important role in integrating marketing communications.
A boom in Internet advertising is waiting to happen as connectivity improves with the wider use of broadband. But today, Internet penetration is unacceptably low. It is difficult to be excited about the advances in the telecommunications sector when our computing infrastructure is so far behind where it should and needs to be. As Internet access and costs improve and Indian users spend more time on the Internet, the growing online advertising market will only become better. Today, more and more users are taking recourse to the Internet for even regular jobs. Internet is slowly but steadily becoming an important medium. Given the growing spread of the Internet and ever increasing online activity, Internet advertising will continue to fulfill many business goals – be it sales, lead generation, branding or recruitment campaigns. It will go beyond allocating portions of marketing budget and extend to being a long term investment that also yields immediate short term results. In a scenario where relationship between the search engine and the search engine marketer is not clearly defined, how do you feel about those who practice search engine marketing/optimisation?
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
For Google India, the challenge is to enable Indian
firms to appreciate the effectiveness of search advertising or the reach of the online medium. In an exclusive interview, Shailesh Rao, MD, Google India, tells B&E’s Debdeep Singh how the company is evolving new strategies, services and products to woo Indian customers. But Rao accepts that computing infrastructure has a long way to go in India.Excerpts: How has been the Google’s journey in India so far?
Google’s approach to search and advertising has provided users with a trusted source of information and provided businesses with an efficient mechanism to drive growth. In India, due to the broad popularity of our services – from search to Orkut to Blogger and AdSense programme – we are able to provide businesses with a wide range of marketing opportunities. Understanding the needs of the Indian market, we are looking to address local concerns and offer multiple channels to support business objectives and marketing goals for all levels of a business. We are pleased with the continued use and adoption of AdWords by large and small businesses across regions and verticals in 2007. We have seen businesses utilise the platform to support a wide variety of marketing objectives. We are pleased that fair and transparent pricing, precision targeting capabilities, and an ability to calculate clear ROI are resonating with the marketplace. India remains one of the more important markets for our business worldwide, and we will continue to invest here.
How do you see the world of search engine marketing evolve from here?
The trajectory is clear. The digital marketing opportunity is growing dramatically and businesses are increasingly taking advantage to drive efficient growth. In a high growth economy like India, business growth is one of the most important objectives for organisations. And advertising will be an important tool for small businesses to become regional ones, regional businesses to become national ones, and national ones to become global players. The Internet has connected previously disconnected people from different parts of the world, and brought them together to share unlimited amounts of information. With more people connected and more businesses investing in developing an online presence, the Internet not only provides information exchange, but also promotes trade. Online advertising compliments the stable of conventional forms of advertising and plays an important role in integrating marketing communications.
A boom in Internet advertising is waiting to happen as connectivity improves with the wider use of broadband. But today, Internet penetration is unacceptably low. It is difficult to be excited about the advances in the telecommunications sector when our computing infrastructure is so far behind where it should and needs to be. As Internet access and costs improve and Indian users spend more time on the Internet, the growing online advertising market will only become better. Today, more and more users are taking recourse to the Internet for even regular jobs. Internet is slowly but steadily becoming an important medium. Given the growing spread of the Internet and ever increasing online activity, Internet advertising will continue to fulfill many business goals – be it sales, lead generation, branding or recruitment campaigns. It will go beyond allocating portions of marketing budget and extend to being a long term investment that also yields immediate short term results. In a scenario where relationship between the search engine and the search engine marketer is not clearly defined, how do you feel about those who practice search engine marketing/optimisation?
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
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IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
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Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
Top Articles on IIPM:-
'This is one of Big B's best performances'
IIPM to come up at Rajarhat
IIPM awards four Bengali novelists
IIPM makes business education truly global-Education-The Times of ...
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
IIPM ranked No. 1 B-school in India- Zee Business Survey ...
IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...domain-b.com : IIPM ranked ahead of IIMs
