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Breakthology

Breakthology is a venture of Tarunjit Singh Bachcher, a top organisation performance coach in India. Good to see the shiny new website of Breakthology.

Mahesh Murthy's Eight SEM Predictions at SearchCamp

Mahesh Murthy, one of India's greatest experts on digital media marketing, was at unconference in Chennnai this morning. The house full audience was all ears as Mahesh laid out his eight predictions for 2008. Mahesh's eight trends for 2008, as he forsees them:
  1. It is not just about Search alone: As per Mahesh, companies would like one agency to handle all digital marketing handled by one agency, which could include SEO, SMS, online marketing etc. Right now companies go to different vendors for different initiatives within digital marketing.
  2. It won't just be about Google: Mahesh feels, over time, a set of competitors would emerge to Google. Marketers would have to evaluate choices from others such as Yahoo, MSN, and local leaders such as Baidu in China, and others in Korea, Australia, Russia. It will require expertise to target specific markets, which is good news for SEO professionals.
  3. SERP formula would be broken: It is now possible to create a site and guess about its treatment by the search engines even before it goes online. Almost. In due course people will decode the black box logic.
  4. The World will move for Pay-per-performance(P4P): The current model where advertisers pay for so many impressions, or so many clicks will probably give way to a model where people will pay commission on the business brought in by various channels. The SEO/SEM agency would make money this way, which will be more challenging.
  5. P4P will extend to other media: The above mentioned P4P model will see adoption in traditional marketing channels. Advertisers will become more aware.
  6. It will all be Global: Companies spending dollars in digital marketing will start demanding a global reach, and more universal campaigns. ( Not sure I agree with this one)
  7. It will be democratic advertising:(My phone rings at this point and I go out to take the call so no more details here!)
  8. The Model will change, India will be in Control: Mahesh forees the emergence for companies that will adopt the IT model, where the marketing offices would be spread across the world, but the knowledge based work will be done in large centers in India.
Mahesh Murthy's talk was peppered with details and examples, and he made no bones about his thought that he does not consider Google to be infallible. In his own words, " The Google Killer is probably out there. We don't know who is it yet".

Mahesh, that was an interesting talk. Thanks for that and we remain all ears as we move towards 2008.

(Mahesh Murthy is the CEO of Pinstorm)

Comments

Anonymous said…
Very Good presentation by Mahesh and fitting coverage of it by The Y-Axis.

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The question is, how will market leader the Hindu react to the Times of India's proposed launch in Chennai:

Do nothing, no one can shake me - 0% probability.
Do nothing on the surface, work on the distribution control - 10 % probability.Start outdoors before the TOI does, buy hoarding spaces - moderate probability.Go for a drastic price cut and start a price war - almost certain to happen ( Do remember price positioning is not good but then you just lost the chance)Make the paper better - which means not saying a leading star hotel in Nungambakkam but saying Taj Coromandal instead- 10 % probability.Start publishing more color photos- 50 % probability.
In all we would be keen to watch whether the Hindu would adopt a defensive strategy and try to save the turf or a very aggressive strategy and try to kill the new edition of the TOI. And how about no strategy as a strategy?

FINALLY, WHO WON GOOGLE WORDMASTERS CONTEST?

Google organized Wordmasters Challenge in several cities in India recently (30th September,2006). Word is that close to 3000 people participated in this event.
(See Harshad's report on the event here) The winners are supposed to be declared today.Wonder who won it and what did the winning entries look like. Does anyone have a clue on this?

Updated:Nov 9 , 2006:I just decided to send a self-addressed-stamped envelope to Google. If and when I get a response, I will update this post.

Updated:Nov 16 , 2006: One week and no response received. Yes, a self-addressed stamped envelope with a covering note was indeed sent to Google's Bangalore office on the address specified in the event leaflet. Snailmailed on 9th Nov. So much for the mission to organise the world's information and make it accessible to everyone :)

Updated: Nov 29, 2006: I did send a second letter to Google, this time by courier, assuming the previous postal mail failed to reach them. The contents of my letter to Googl…