Appearances can be deceptive. There may be many automobile garages and unstable
sheds dotting Pune’s roadsides, but you never know how many of them have entered into
tie-ups with foreign firms. For example, no less than 250 SMEs have come up in Pune’s
auto cluster areas and most of these companies have entered into some kind of
partnership with German auto component manufacturers. Little wonder, Lufthansa airline
has introduced a direct flight between Pune and Frankfurt six times a week to cater to the
needs of this growing segment.
Moreover, Indian SMEs are also realizing the importance of intellectual property. They
have started giving due importance to research and IPR, informs Anjan Das who heads
the technology and IPR division at Confederation of Indian Industries. Going forward,
many of them will even raise their bars in terms of quality for launching them in the
international markets. Partnerships with international companies are looked upon as the
best means for Indian companies to get their hands on international technologies.
The Indian SME market is currently a $5 billion industry. However, it is still an
unorganized sector and has to encounter internal and external challenges. SMEs have
massive potential in terms of innovations which needs to be consistently fostered for
manufacturing new goods and services at competitive rates.
India has the largest number of SMBs as opposed to its counterparts like Brazil, Russia,
China and US, as per Zinnov Research. In 2006-07, the number of SMBs in India stood
at 35 million and is estimated to go up by 48 million by 2015. The most remarkable
aspect being SMB contributed more than 60 percent to the Indian GDP. SMB
contribution to GDP has been steadily climbing at a rate of 12 percent in the last 7 years.
automobile,Indian companies,Indian SMEs
Basic ideas to build your brand online
India is going online. As per the latest research, over 4 core Indians have been using the
An average Indian also makes it a point to visit the Internet almost everyday for up to
half hour at a time
Going forward, are you planning to build your brand on the web.
But it’s not that easy. Not everyone understands the nitty-gritty’s of website building.
Moreover, there are so many rules of thumbs that need to be followed. Plus, today’s
economy doesn’t have much to offer.
But what if we tell you that building a website is simpler and probably you don’t really
need to rack your brains that often?
Here we present a few powerful ideas that would help build a powerful brand presence
4 Basic ideas to build your brand online
1] Enhance Efficiency
In the ever evolving times, it is very difficult to arrive at the next whistle blowing trend,
fad, and best seller or for the matter popular products that would take the world by storm.
Definitely, it is very difficult to measure or predict the most happening event or product
in the approaching years. Nonetheless, it’s always considered best if one could identify
the trend at the fledging stage itself, before it reaches the tipping point.
Use Google Trends
Google Trends help zero down on certain hot topics that are popularly searched by the
masses globally. It also highlights certain subjects that have clinched higher ratings in
terms of Google News stories, both country and sub region wise.
With Google trends one can keep track of the fastest-rising searches at different points of
time. For instance: you can keep an eye on the 100 fastest-rising search inquiries from
India. You can also gain information on the traffic and country-wise visitation patterns of
your preferred websites.
Check out : www.google.com/trends
As per IBM Global CEOs recent study, market factors (48%), people skills (48%) and
technological factors (35%) are three outward factors that effect most businesses. In the
ever changing times, marketers are relying more on science than intuition. By tracking
and fine-tuning the campaigns using complex models, the future certainly belongs to the
more meticulous. What makes digital medium a powerful marketing tool are the
incredible campaigns it arms the marketers with.
However, prior to undertaking any marketing activity on the internet, ensure that you are
well armed with all the amazing tools that’ll help you keep a track on whether campaign
objectives are being met, or not.
Use Google Analytics
A free tool that’ll help increase your Return of Investment. It reveals which sites, search
engines and search works are attracting traffic to your site. It also reveals how long
visitors are taking to peruse the site and which pages attract more visitors
Check out www.google.com/analytics
2] Advertising Zones to scale up your business
It is said that an average Indian is inundated with some 80 million commercial messages
in their lifetime. Research also proves that we’ve generating more information in just one
year than what we were producing in 5000 years put together. On the other hand,
consumers have multiple places to seek information.
For the seller it means his brand has now got more places to be heard; hence it is very
important to know from where to connect with the customers successfully.
Use Google Content Network
Google Content Network is world’s number one ad network, with a reach of 80% of
global internet users. Businesses from all across the world use Google to touch base with
thousands of websites, big and small, falling in various segments. Its reach is far greater
than an average network, or single web property.
The site helps you generate more qualified leads at a reduced cost, thereby improving
your sales and ROI.
Reach Of Google Content Network
• United States -76%
• Germany -89%
• Japan -86%
• France -79%
• United Kingdom -76%
• Global - 75%
Check out: www.google.com/adword/contentnetwork
Indian internet users prefer to research on the internet prior to making any off-line
purchases. Even when it comes to in-store purchases, search engines are the key. Almost
97 percent of in-store purchasers prefer search engines.
Use Google Adwords
Google Adwords help create ads and choose keywords i.e. the keywords related to your
Your ads start appearing on Google. When consumers/buyers start surfing Google and
enter any one of the given keywords, you ads probably will appear next to the search
results. Now you are marketing to the targeted customers who are already interested in
what you are selling.
You attract customers. People will simply click on your ad to purchase and in the process
discover more about you. For that matter, you don’t even need to create a website-
Google will create one for you. It’s so simple.
3] Experimentation is the Key
Be it building your brand image both online or offline, or for creating and supporting
first-mover’s advantage, you need to see that you’re advertising works for you. It calls for
various experimentations like zeroing down on new ways to say what you want, or for
that matter choosing a different medium to put your message across.
Use Blogger, Google Maps
A free publishing service by Google that will help customize and publish your own blog
on the web instantly to communicate with anyone and everyone on the net.
As the name suggests Google Maps are interactive maps of India and the world. Also, it
facilitates individuals and businesses create a custom map for personal use, mark a
business location, service provider and more.
Check out: www.blogger.con
Imagine the kind of brand engagement you will able to generate if your ad went viral. 1
person sends it to 10, the 10 then sends it to 100, and the 100 then sends it to 1000….
And the best way to make this happen is through that video.
Use You tube
You tube brings to the table dual advantages of Internet and Video and thereby adds new
dimension to the way you grow your brand and this helps increase interactions with the
target audience. At present, almost 15 hours of content are uploaded onto You Tube
every minute. As per recent findings You Tube is the fastest rising search term on Google
India. Moreover, it ranks among the top 5 searches for 2008 after Orkut, Gmail, Yahoo
Check out: in.youtube.com
4] Serious alignment made possible
Today when consumers talk, the whole world is listening to them. Thanks, to the internet
and soaring use of social networking site. And certainly, all talks would be positive if the
consumers seem to like the product. In case he/she has an opposite view point, needless
to say all talks would veer in the reverse direction.
As per recent findings, Indians spend almost 2 billion minutes on social networking sites
every month. Should you build an online community on Orkut, you’d be able to access
some 14 million+unique visitors and around 2.5 million daily visitors in India alone. In
fact 80 percent of orkut’s audience in India is between 18-34 years in age.
So advertise on Orkut.
Check out www.orkut.com
Today’s consumers are all knowledgeable. They have a fair knowledge about different
products, prices and other favourite brands. Further, they are influenced by tens of
thousands of messages, videos, chats, commercials etc. Naturally, they no longer look
forward to any kind of enlightenment in terms of products via brand endorsements. So if
you’re planning to convince your customer on any kind of brand hoping then say it in a
manner that they’ll listen.
Use Google Insights for Search
This tool helps in looking into the minds of the consumers. Get insight as to what people
in Delhi or for that matter India are searching for on the web. For example, one can use
Google insights to figure out which states in India the demand for ‘iphone’ is increasing.
And the most interested states seem to be Delhi and Gujarat.
Check out: www.google.com/insight/search
5] Figure what’s good for your business and work it out accordingly
Return on Investment should be the ultimate yardstick for you while arriving at resources
that would help your business grow. And the internet is well-equipped to deliver on the
Internet has absolute control on how your marketing investments get allocated. There’s
no other efficient media channel available.
Furthermore internet also helps
1] Target relevant customers in India and around the globe
2] Converting potential customers into clients.
3] Help you grow together with the fastest medium in the industry