Impetus will soon revolutionise online marketing says Rana B
Impetus Technologies was born when television and print advertising was facing competition from low cost internet advertising and the number of internet thefts were on a high ,especially with credit card companies that lacked the correct software to checkmate the crisis.
Since then, the Silicon Valley –based company has successful created a forte in outsourced product development in India and served both start-ups and large enterprises.
Impetus has maintained its cutting edge over rivals by focusing on originality and research on development of recycle based components and frameworks, thus providing noteworthy concrete values to the clients.
So what is the next plan of action? To change the face of online marketing –says Pankaj Mittal, Vice President –Engineering and Technology, Impetus. He calls it the next marketing Revolution.
Excerpts:
Q.The small and medium sized business is growing by more than 150 per cent in India is encouraging .How does Impetus Technologies help the internet optimize growth?
A. The high growth percentage in small and mid sized business in India is quite encouraging. Impetus has had the advantage of being associated with the top online performance marketing and Internet marketing companies and has, therefore developed an in depth understanding of this domain.
The new age SMEs are increasingly using the Web as a medium of marketing and business development the solutions we develop for our clients is utilized by such companies to expand their internet and virtual presence.
Q.It would be interesting to talk about few companies and the way they benefited from the Impetus Technologies growth engine. Can we have some examples?
A. We have been working on new media, emerging technologies and next generation technologies .As an example, one of our clients in the online performance marketing domain, maintains a very sophisticated online lead generation program connecting customers looking for service with the relevant service providers. As the engineering partners for developing their next version of Lead Generation and Delivery platform we are building a solution that will allow the clients lead generation system to handle hundreds and thousands of leads a month.
Another client we are working for is into Performance marketing, connects millions of targeted buyers (end users) with targeted sellers (advertisers) at exactly the right time every day over a global network of distribution partners. The clients connect advertisers with content Website of partners, such as search engines. It sells advertiser targeted text ads that appear in response to user-entered keywords and the pay is based on how often users clicks on their offerings.
The third client are from Mobile space and we are developing a Web based Mobile Gaming and Loyalty Services platform. We have developed the platform by using 2EE/SOAP/WebServices for maintaining user data and providing user contents and application data from the server. This communication between Handset and MLCS platform is through J2ME and BREW connectors that support a number of APIs and protocols using HTTP, HTTPS, Socket, and SSL.
Q.Online Performance marketing is still in its nascent stage ,especially especially because India’s internet business –despite its growth –is yet to touch the figures of developed nations What sort of future growth Impetus Technologies expects in a country like India ?
A. Latest statistics reveal India has 400 million internet users and there has been a jump of 700% over the past 6 years. This growth patterns in internet usage indicate that the opportunities for independent performance marketing companies are emerging. Impetus with its experience in building solutions for online performance marketing companies and its deep understanding of the domain is ready to lend a helping hand.
Q. How does Brand positioning and Brand development work on the net?
A. Internet advertising and marketing is not only cost effective, but it delivers trackable results much more efficiently than traditional advertising. From online ad campaigns to email marketing, internet marketing services are carefully designed to maximize return on investment, building brands and drive sales. The Internet branding strategies can include
- Advanced Online performance marketing system
- Search Engine optimization and marketing
- Pay-per-click and pay- per- inclusion programs
- Opt-in CAN-SPAM compliant email and electronic newsletter programs.
- Viral marketing
Q. Until recently Online marketing and specifically Performance marketing, had been mainly a topic for online shops, travel portals, finance and insurance websites. Major focus had been placed on online transactions such as sales and leverage of leads. But are the B2B as well as manufacturers of branded goods starting to streamline their e-commerce strategies on measurable transactions with the target group?
A. One major benefit of Internet promotion is, its measurability. Measurable transactions are gaining importance to maximize ROI and optimize campaign performance. This helps in improving conversion rates and driving customer traffic to the site. Streamlined search marketing solutions enable B2Bs and manufacturers of branded goods to keep volume and high and Cost per action(CPA) low.