"Digital offers flexibility like no other medium"

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: according to their marketing budget and plans. Tell me, which other media affords this kind of flexible planning?

Indeed, there is a lot of science and a little bit of art in the visual advertising medium represented by Adwords. It can be used effectively both for brand awareness and for customer acquisition.

Which industries/categories are big spenders on the digital medium?

It’s difficult to answer as they come to us with diverse marketing goals and we, in turn, try to provide them solution-centric rather than product-centric service. Having said that, financial services, travel, wireless operators, hardware, media and gaming companies make better, or, let’s say, more use of this medium than the rest. In fact, an insight that we gained from an in-house survey of internet users is that nearly 68% always go online to research financial products that interest them, which suggests a strong visible relationship between online and offline advertising.

Can we say that peer-to-peer contact is the big driver for the online medium and that a more effective proposition for this media is its narrow focus rather than its wide reach?

You are right about the narrow focus, but besides that there are three other value propositions that we make to our clients. One, you can precisely target your prospect by selecting an appropriate digital tool. Two, you can determine your spend and put a cap on it, thereby deciding to grow your campaign at your own pace. You can make your ads useful to the user, so that the likelihood of clicking on the ad goes up (what we call as intelligent contextual advertising), and do rich data mining and trait analysis to understand your market.

And what picture does this rich data reveal? That there are some 40-50 million internet-browsing people in India, residing not just in tier 1 cities, but also in tier 2 and 3, who have ample disposable income and their propensity to spend is growing by the day.

In the US and the UK, with the economic slowdown, there is a sense of inevitability that one can perceive. But not in India. Here the consumer sentiment is still running high.

How has Google’s business in India grown over these years? How is the present market split between Google, Yahoo! and MSN?