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Business Standard, 25 Feburary, 2002
Keywords for focused net branding
BHARTI, MARUTI TATA ADOPT KEYWORDS CONCEPT
The New Delhi-based Internet services company, Net 4 India has launched the concept of keywords in the country. Its client List already has the names of over 200 Indian companies in it including Bharti Enterprises, Tata Infomedia, Hero Honda, Infosys and Maruti Udyog.
Basically, Keywords is a technology by which a company can use just a few words to brand it self on the net, All the consumer has to do, therefore, to reach the company “s website is to type in these Keywords. Says Uday Sodhi, Chief Operating officer, Net 4 India “Long Winded URLs are the surest way of Losing
Customers on the net. In fact it has been found that for every four clicks you lose 75 per cent of your customers do away with the culture of complicated URLs and direct them to exactly what would interest them.
To drive the effectiveness of the new concept home, Net 4 India chose advertising guru Alyque Padamsee to Launch the product “Internet advertising per se is not too user friendly, Keywords on the other hand can help in introducing this elusive element of rapport with the net surfer, “ says Alyque Padamsee.
Launching Keywords in this usual flamboyant style Padamsee talked of the plus points of the concept. Firstly Keywords help to keep the process of surfing simple and effective. Moreover if used creatively, Keywords help in creating a lasting impression in the minds of the consumer, Says Padamsee, “Keywords brings about a hot focus, it gets to the heart of the matter without going around the mulberry bush. ‘
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