Top Story


Home >> Digital >> Article

Indian Internet fraternity debates on Search 2.0

Font Size   16
Indian Internet fraternity debates on Search 2.0

Search Engine Marketing Professional Organisation (SEMPO) India had organised its second meet for a panel discussion on Search 2.0. The panellists for the discussion included Vivek Bhargava, Chariman of SEMPO, and Managing Director of Communicate 2; as well as Group Heads from ValuePitch Interactive, GroupM and Interactive Avenues. The discussion was moderated by Kiran Kumar, Manager-Internet and Marketing Services, Google Inc.

Some of the important issues addressed at the discussion were whether Search 2.0 is just another fad that attempts to go piggyback on Web 2.0; the problems that Search 2.0 purports to solve; and the Search 2.0 scenario in India.

Defining Search 2.0 as the third generation search technology which encompass preview powered search, languages other than English, category specific searches and theme-based search, the official communiqué added that the panellists emphasised on relevancy of search and how the next generation search would be to take search to a higher level, wherein the search engine is able to display ads according to the need and the requirement of an individual user.

Bhargava observed, “The next generation of search marketing, as it will get individual specific, will not limit itself to Internet. It will use mobile, TV and even outdoor as media.”

The official note further pointed out that India has already seen a few Search 2.0 engines like Burrp, which is a search engine for restaurants. Furthermore, local search engines such as that give city and region specific information will continue to gain popularity.

“Search advertising already constitutes 55 per cent of the total online advertising the world over and the trend is expected to be the same in India. ZenithOptimedia estimates the Internet advertising market of India to grow to Rs 2,250 crore in 2008 from Rs 210 crore in 2006. Thus the search market in India could cross Rs 1,000 crore in the coming year,” added Bhargava.

SEMPO is a global non-profit organisation serving the search engine marketing industry and marketing professionals engaged in it. SEMPO's education and outreach initiatives are sponsored in part by Microsoft, Yahoo!, Google,, Atlas, and Search Engine Strategies.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video