Growth of Search Engine Marketing in India

IBNLive reports on how online marketing is becoming a big business in India.According to a study by Internet and Mobile Association of India...

IBNLive reports on how online marketing is becoming a big business in India.According to a study by Internet and Mobile Association of India (IAMAI) in association with Pinstorm, India alone produces more than half-a-million searches a month.
The study puts light to the evolution and growth of search engine marketing in India.The study found that over 40,000 marketers are using this platform to capture the market share.
For the uninititated in Internet marketing, search engine marketing (SEM), is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs).Unlike other advertising media, SEM allows the advertiser to reach exactly their target audience. In other words it helps in fine targeting its audience on a global scale at a minimal cost.
The process of SEM involves bidding for the right words at a cost on major Search Engines such as Google, Yahoo, MSN, Baidu etc.Search results are better with greater number of key words. The number of keywords bid could range from around 500 to 1 million or more.These words are then used for writing ad copy that is visible in the Sponsored links when the keyword is searched.
The client is charged either through Cost per click (CPC), where the client is charged only when a potential customer clicks the ad or through Cost per Impression (CPM), where the client is charged for every 1000 impressions.Every search is an expression of consumer intent. Marketing will veer around to this mode of communication because one is able to segment finely - a typical client effort may have two dozen or more campaigns and strategies - only advertising to stated consumer intent instead of shooting in the dark.
As traditional media increasingly fails to deliver with precisely targeted segments, online search will increasingly become the prime media weapon in a marketer's arsenal for its sheer ability to target and deliver to an interested consumer. Original story here
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