Google to Woo Indians with Localized Products

After Xerox, only Google has the rare privilege to enter in the Merriam-Webster Dictionary. It says, to google is to use Google search engine to seek information on the World Wide Web. No wonder Google is a great brand all over, but when it comes to India the online market is quite different from the rest of the world here. The strategies and products to the Indian market should be localized having the Indian masala formulae which other products have followed say for example Maggi noodles or Lays. They understand the Indian masses tastes and changed the strategy to conquer the Indian market.

Why India?

1. Internet is penetrating at a fast pace. With 7% penetration and 50% year-on-year growth and the vast population makes India as the favorite destination
2. China market which is similar to India’s has some issues with Google. Pakistan is also following the same path. Thus, the best thing for Google is to shift the focus to India
3. Baidu in China controls the major portion of search traffic. Google will not have such competition in India
4. Major portion of Indian internet users can speak and understand English

Google knows that major part of Indian population is not conversant in English. It will be difficult to increase the user base. Thus, they have hit upon to go beyond English to offer products in local languages and started educating the people about the internet and its advantages. Thus, creating the awareness for Google and its products. They did miss the mobile internet space as well. The introduction of landmarks to Google maps apart from the street names makes it a very useful product for Indians. Google kicked off its mobile services by offering an SMS search some three years ago.

Frost & Sullivan’s Saif says the clue to Google’s success in India lies in its focused approach. Instead of spreading itself too thin like most of its competitors, Google has chosen instead to focus on a few segments. And it is taking a long-term view in each of the categories - a nicely woven strategy to target the Indian market. But, this surely rings the warning bells as Yahoo and Bing can realize their mistakes and would try to take advantage of the awareness created by Google. But, Google is Google at last.


Reference: Outlook Business, June 2010 issue

What Would Google Do?

Social Networking – 10 Good Quotations

1. The word "follower" is a misnomer on twitter. They are people who gift you their attention. Be thankful. – Gautam Ghosh, Consultant, 2020 Social


2. What matters more is whom you follow than who follows you. – Gautam Ghosh, Consultant, 2020 Social

3. Organizations jumping into social media should get ready internally first. – Gautam Ghosh, Consultant, 2020 Social

4. Social Media is a tool and a tactic. Not a strategy. - Laura Ries, from Ries & Ries, a consulting firm

5. The value of a social network is defined not only by who's on it, but by who's excluded. - Paul Saffo, Silicon Valley Forecaster

6. It isn't just what you know, and it isn't just who you know. It's actually who you know, who knows you, and what you do for a living. - Bob Burg, Author and Speaker

7. Promoting your business must not be the overriding message you communicate to your online social networks. - Helen Leggat, British Freelance Writer

8. Social media should improve your life, not become your life! - Patrick Driessen, Consultant and Executive Coach

9. This isn’t a direct marketing tool, this is human communication. - Rob Key, CEO of Converseon, a social marketing firm

10. Human beings are far more likely to communicate ideas and information with others when they are emotionally engaged. Find the key issues that concern your audience and then inculcate them within your marketing plan to get an emotional response. - Maki from DoshDosh.com

The Social Media Bible: Tactics, Tools, and Strategies for Business Success

10 Simple but Important Tips for Email Campaigns

Marketing using emails is a very tricky matter. You have to face many hurdles. First you need to hit the inbox of the prospect and not the junk folder. Then, you just have 60 characters to display to the prospect – the subject line. Subject line is the one which can make the prospect open the email or just trash it away. Next is the call-to-action line. These are just few and there are many more. Below are the few best tips which can help in making your email campaign successful. Most of them are the same ones which you may already know. But, read #9 and #10 and let me know your thoughts.


1. Address recipients with their name in the email. Make it a bit personalized but, make sure you do not overdo it.

2. Avoid spam friendly words in subject and text of the emails like $, Dollars, Discount, Free… If at all you want to use in the body text of the email use it once. Better use these words in images.

3. Avoid sending promo emails during vacation and holiday seasons. This will lead to a very low open rate.

4. Avoid sending promo emails during starting of the week or during the weekend. Wednesday is the best and auspicious day to have email campaigns.

5. Create clear call-to-action line in text and not in image. Most email clients block images by default.

6. While designing the email, make sure you have the both vertical and horizontal preview panes in mind. Have your main text viewable to the reader through both the preview panes. Move the boring stuff down.

7. Have the email of two are three short paragraphs. Have bullet points. Short and simple. Do note that readers will not spend more time on the email.

8. Test you emails for all the email clients.

9. Most emails are read on mobile devices now. So, make sure your email is easily read on mobile devices as well.

10. Put URLs in subject line with the attractive subject line. Let the URL be short as well. Mobile users can just click the URL and visit the landing page. Example: Register for a Demo now. http://short.in/demo.

The Constant Contact Guide to Email Marketing