Indian firms 'embracing search marketing'

10th January 2008

Search marketing is the only advertising method which allows firms to accurately assess the cost of each customer, it has been announced.

The Business Standard reports that Indian businesses are increasingly interested in search marketing as advertising based on the cost of sale is important to them.

There is an increasing trend of marketers demanding visible returns on the advertising spend, it added.

It claims that large search engine Google is confident about contextual advertising in India as buyers and sellers are connected in a relevant way through customised marketing.

Google uses technology to place relevant adverts and links to websites through keyword targeting, the newspaper explained.

"This allows advertisers to connect with consumers at that particular moment when he is completely receptive to the information," said a spokesperson for the search engine.

According to statistics from competitive intelligence service Hitwise, Google performed 66 per cent of all the searches conducted in the US during December.