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Reaping the benefits of search engines as marketing tools

21-July-2005
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Reaping the benefits of search engines as marketing tools

Search engine marketing as an effective marketing tool is reaping more benefits than anticipated. As the concept is gaining momentum with brands, experts believe it is going to be the future of Internet marketing. Spring Solutions and Quasar Media are two recent entrants to this business, which already has a host of players.

Quasar Media, a leading interactive agency in India offering end-to-end campaign management solutions for online, search and mobile marketing, has forayed into search engine marketing as an effective tool for lead generation.

According to Manish Vij, Business Head, Quasar Media, search engine marketing involved a fair commercial transaction in the way of paying the engines to put an ad when a relevant term was searched. “Also, clients look for consolidated media solution, and this will generate 30-35 per cent of our revenues,” he added.

Spring Solutions, another recent entrant in the search engine marketing business, aims to realise the vast potential of search engine and Internet marketing in a cost efficient manner. Promoted by Alok Mittal, co-founder of www.jobsahead.com, Spring Solutions is co-founded by Rahul Marwaha and Shilpa M Singh, experts in Internet marketing.

According to Mittal, “The future of marketing, we believe, lies in targeted campaigns aimed precisely at niche audiences. The long tail of demand on the Internet is a revolutionary phenomenon, which changes the basic building blocks of marketing thought. We specialise in bringing the benefits of this new addressable demand.”

As for their USP, Mittal revealed, “Our business model is to work on success-based compensation. We earn only when our client earns, while other firms charge a percentage of your spend on search as their fee, we charge by results – visits, leads, sign-ups or sales.”

A recent study shows that search engine marketing currently represents over 35 per cent of online ad spend worldwide. More than 75 per cent of Internet users rely on search engines to get around the web and 70 per cent of e-commerce transactions originate from search engines.

Quasar Media’s Vij said that in 2005-06, 10-15 per cent of the total media spends had been set aside for search engine marketing. This is expected to up to 30- 40 per cent by 2007-08.

According to Spring Solutions’ Shilpa M Singh, search engine marketing had huge potential and was useful in generating sales and reaching out to a focused target audience. “Currently, online marketing in India is pegged at a size of about Rs 150 crore, and growing, and search engine marketing contributes about 10 per cent to it. There is huge margin for growth,” she affirmed.

Talking about the methodology, Vij said that it was an effective way of driving highly targeted visitors to advertiser’s website or other landing page. “It involves selection of exhaustive and relevant keywords, which is being done with the help of specialised tools as designed by Quasar Media,” he explained.

Spring Solutions, too, has proprietary tools to manage and track marketing campaigns. “These tools ensure that you are able to not just optimise your spends, but also explore pockets of demand that were hitherto inaccessible,” pointed out Mittal.

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