India may have cost the American workers thousands of jobs in the form of outsourcing but the irony is that India’s local tech sector is still far behind than the developed world. Take the example of search engine marketing business and you will see what I mean. India has an online population of 37-50 million and within the next few years, it is expected to surpass 100 million. So, the online population of India is poised to become one of the top 3 or 5 in the world. It is not surprising considering the fact that India has the second largest population in the world.
India may have one of the largest online populations in the world but until now, India does not have a big market of online advertisements. However, the bell of change has started to ring. According to a press release of Internet and Mobile Association of India (IAMAI):
“The search engine marketing business, a $10 billion industry worldwide, is undergoing a phenomenal growth. What is the scenario in India? This would be captured in a new study to be soon released by the Internet and Mobile Association of India (IAMAI) in association with Pinstorm. Titled "The State of Search Engine Marketing In India", the study would bring to light the evolution and growth of search engine marketing in India.
The study found that over 40,000 marketers are using this platform. "22 of the top 50 and 37 of the top 100 search advertisers by keyword volume are firms with Indian operations", adds Mr. Mahesh Murthy, Founder and CEO Pinstorm, India alone produces more than half-a-million searches a month – and the number is growing as people research choices, product details and prices for every sort of buying decision – from travel to banking to insurance to education to even a film career. 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 2 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".”
India has a great potential in this industry. With the continuous high economic growth, more people will have disposable income and online advertising market will only become more attractive.
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