Getit Infoservices,  the Delhi based classifieds business, has been appointed as Google India’s SME partner. As part of the partnership, GETIT will market Google’s digital advertising solution Google Adwords to small and medium sized businesses, and will also develop, launch and manage digital campaigns for these businesses.

GETIT’s key contribution in the business partnership is to provide pan-India reach with its on-ground team of more than 1,000 people, across the country. The association will allow Google to attract more Indian SMEs online and help promote their businesses and provide them leads through Google’s AdWords, as per the company.

According to Sidharth Gupta, CEO, Getit Infoservices, Indian SMEs prefer being served face-to-face.

Tie-up with Google: Speaking with MediaNama, Gupta informed that the company will act as an additional sales channel for Google, to reach Indian SMEs. He said that although Google AdWords was available as a self service platform, it was not scalable till an intermediary was involved to reach out to SMEs, specially in a market like India. Getit will bundle its own products with AdWords. He added that the program would include management of the entire Ad words program.’ The fact is that making the campaign is easy but SMEs are concerned whether their campaign would be effective, what the cost would be, how much time they’ll need to spend and the effort they’ll need to make.”

He said that since GETIT already understands their business, was easier to reach out to them and manage and optimise campaigns. GETIT claims to sign-up 1.2 million SMEs for listing per year and has a sales force of 800 certified professionals for outreach. The company soft launched the service last month and is about to register around 1,000 SMEs for Google services. Getit would offer additional services like building landing pages, and websites, with bundled packages.

– On tie-ups:  Gupta mentioned that Getit partners with companies at 3 levels: at the ecosystem level where partners provide data, information and knowledge; at distribution level for example service partnerships with NDTV, Yahoo, Dainik Bhaskar, Loop Telecom, Reliance , to reach out to end-consumers and lastly partnership on the sales front, where Getit acts as an affiliate channel. He adds that partnerships can involve sharing of revenue, sharing of users and resources, quid pro quo on branding or a combination of all of these.” Partnership must be economically useful to both. If we ink a partnership of distribution for the Getit brand across platforms, the partner will expect revenue share, if it’s a partner powering us enriching our data it will expect traffic and branding in return.

– Transforming from a classifieds and search company to a digital media company: Gupta mentioned, “We operate in a space where the consumer searches for a seller when he’s ready to buy.” He said that previously data used to comprise of name, telephone and category. Today, data gets layered with attributes which add a layer of knowledge. He gives the example of how adding timings, signature dish, reviews & ratings, location of a restaurant to just name, address and category/ cuisine makes a big difference.

“This additional information along with knowledge is much more significant than just data.” He said that while reviews and ratings lets consumers make decisions, layering the data with communities and social, helps the brand spread the word and layering it with deals and offers enhances the consumer’s call to action. Since Getit needed to focus on this approach to data, it transformed from a database provider to a company that offers integrated solutions. The content portals that it operates are also integrated with partners for a layer of knowledge.

We’ll be updating this post with more from our interaction with Gupta.