eNews
Content marketing most tightly integrated with Search Engine Optimisation: Study
NEW DELHI: The year 2013 was marked by updates that have altered search marketing irreversibly.
Post-hummingbird, marketers are forced to think of organic search in a whole new light – with practice such as link-building taking a back-seat and SEO becoming more content-centric than ever before. Social signals are being taken seriously by brands.
According to a study by Regalix, 56 per cent marketers integrate content marketing with search engine optimisation while 61 per cent marketers use responsive web design as a part of their mobile SEO.
A total of 76 per cent marketers use social media to support and boost SEO, and 71 per cent marketers use broad-based information keywords to capture leads at the top of the purchase funnel. Around 47 per cent of B2B marketers believe that growth of mobile ads and mobile content is not significant to them.
Interestingly, 96 per cent marketers use search engine marketing to provide informational/educational content and 68 per cent marketers use paid search to accelerate lead generation.
Regalix senior vice president Nimish Vohra said, “Search is a foundational channel within the marketing mix and it plays a crucial role in making purchase decisions. For any marketer, it is obviously profitable to adopt a cost-effective marketing strategy.” He added, “Marketers today are forced to re-think and re-invent strategies for paid search, with the increased usage of mobile devices and hence mobile ad formats.”
Detailed findings of the report include an analysis of marketers’ goals for using organic and paid search and various tactics used to effectively attain those goals.
The survey found that paid search marketing is being used at the top of the purchase funnel, majorly for enhancing lead generation. Around 68 per cent marketers use paid search to accelerate lead generation; while 63 per cent marketers use it to sell products and services online.
Marketers use a variety of tactics for lead generation as a part of paid search marketing. The majority, around 71 per cent marketers, use broad-based information keywords to capture prospects at the top of the funnel.
A total of 61 per cent of marketers reported using “exact match” and “negative keywords” to avoid appropriate/irrelevant clicks.
The survey found that the top three goals for search engine marketing are providing educational/informative content (96 per cent), getting established as thought leaders (86 per cent), and enhancing brand reputation and awareness reported by 83 per cent marketers surveyed. As many as 95 per cent marketers were found using search engine marketing for promoting satisfaction and inducing loyalty among their existing customers.
It was demonstrated in the survey that Search Engine Optimisation is used by marketers to advance prospects and buyers through the purchase cycle and is not directed to any one stage in the purchase funnel. However, different keywords are used to target prospects/buyers at different stages.
The survey found that 76 per cent marketers use generic informational keywords to enhance awareness around brands, products and services and direct prospects to their site.
A total of 52 per cent marketers use keywords directing prospects to comparison pages on site to help prospects compare their solution with their competitors, and 43 per cent marketers also use keywords illustrating specific features such as cost, benefits etc.
Only 15 per cent marketers use special offers or discounts to provide them with the necessary push to make a purchasing decision, while 46 per cent marketers use the same keywords directing prospects to comparison sites.
The survey demonstrated that 50 per cent of marketers use keywords indicating discounts or special offers to induce purchase.
It was found that only 9 per cent marketers make use of keywords that direct prospects to blog posts easing the consumption process.
A total of 19 per cent marketers surveyed use keywords that direct buyers to blog posts that create a positive impression in the minds of their customers, hence leaving them content and satisfied with their purchase.
Around 53 per cent marketers use keywords that direct to blogs where buyers can engage with the brand directly.
A total of 25 per cent marketers use keywords with special discounts and offers to existing customers to make them purchase more and keep returning to the brand.
Content marketing was found to be most tightly integrated with search engine optimisation. With SEO becoming more content-centric, it was found that 42 per cent marketers apportion 20 to 40 per cent of their budgets towards content marketing. Less than 20 per cent of budgets are apportioned towards display, paid and organic search.
The survey also found that organic search marketing will see increased investment this year, while at the same time paid search will see reduced investment. Thus, 48 per cent marketers reported that they will increase investment in search engine marketing by 10 to 30 per cent in 2014 while 80 per cent marketers indicated a reduction in paid spends by 10 per cent.
The survey found that the top three metrics for gauging PPC campaigns’ performance are directly related to conversion rates. A total of 84 per cent marketers were found using conversion rates to measure the success of PPC campaigns, 72 per cent were using the number of leads and 50 per cent marketers cost per click metrics to determine the return on PPC investments.
When it comes to organic search marketing, 92 per cent marketers were found using site traffic metrics to determine the success or failure of Search Engine Optimisation efforts. Since SEO is used to target prospects/buyers during each stage of the buying cycle, marketers also use conversion metrics to determine its performance.
The survey was conducted by Regalix and respondents included CMOs and mid-level marketing professionals from leading B2B companies. The State of Search Marketing 2014 was compiled using the survey results and covers the latest search marketing trends, tactics, metrics and challenges faced by B2B marketers in today’s dynamic market environment.
Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow.
eNews
Why Sam Altman was fired: Microsoft CTO email reveals board failure
WASHINGTON: At OpenAI, the fight was not about artificial intelligence going rogue—it was about who got the GPUs.
An internal email from Microsoft chief technology officer Kevin Scott, sent on November 19, 2023, offers the clearest account yet of the events that culminated in the sudden firing of Sam Altman as OpenAI’s chief executive. Far from a single ideological rupture, Scott describes a combustible mix of resource wars, bruised egos and a board ill-equipped to manage the world’s hottest AI company.
According to the email, addressed to Microsoft chief executive Satya Nadella, president Brad Smith and other senior leaders, OpenAI co-founder Ilya Sutskever had been “increasingly at odds” with Altman on two fronts.
Read the full email below to find out:
[This document is from Musk v. Altman (2026).]
From: Kevin Scott
Sent: Sunday, November 19, 2023 7:31 AM
To: Frank X. Shaw, Satya Nadella, Brad Smith, Amy Hood, Caitlin McCabe
Frank,
I can help you with the timeline and with our best understanding of what was going on. I think the reality was that a member of the board, llya Sutskever, had been increasingly at odds with his boss, Sam, over a variety of issues.
One of those issues is that there is a perfectly natural tension inside of the company between Research and Applied over resource allocations. The success of Applied has meant that headcount and GPUs got allocated to things like the API and ChatGPT. Research, which is responsible for training new models, could always use more GPUs because what they’re doing is literally insatiable, and it’s easy for them to look at the success of Applied and believe that in a zero sum game they are responsible for them waiting for GPUs to become available to do their work. I could tell you stories like this from every place l’ve ever worked, and it boils down to, even if you have two important, super successful things you’re trying to work on simultaneously, folks rarely think about the global optima. They believe that their thing is more important, and that to the extent that things are zero sum, that the other thing is a cause of their woes. It’s why Sam has pushed us so hard on capacity: he’s the one thing about the global optima and trying to make things non-zero sum. The researchers at OAl do not appreciate that they would not have anywhere remotely as many GPUs as they do have if there were no Applied at all, and that Applied has a momentum all its own that must be fed. So the only reasonable thing to do is what Sam has been doing: figure out how to get more compute.
The second of the issues, and one that’s deeply personal to llya, is that Jakub moreso than Ilya has been making the research breakthroughs that are driving things forward, to the point that Sam promoted Jakub, and put him charge of the major model research directions. After he did that, Jakub’s work accelerated, and he’s made some truly stunning progress that has accelerated in the past few weeks. I think that Ilya has had a very, very hard time with this, with this person that used to work for him suddenly becoming the leader, and perhaps more importantly, for solving the problem that Ilya has been trying to solve the past few years with little or no progress. Sam made the right choice as CEO here by promoting Jakub.
Now, in a normal company, if you don’t like these two things, you’d appeal to your boss, and if he/she tells you that they’ve made their decision and that it’s final, your recourse is accept the decision or quit. Here, and this is the piece that everyone should have been thinking harder about, the employee was also a founder and board member, and the board constitution was such that they were highly susceptible to a pitch by Ilya that portrays the decisions that Sam was making as bad. I think the things that made them susceptible, is that two of the board members were effective altruism folks who all things equal would like to have an infinite bag of money to build AGI-like things, just to study and ponder, but not to do anything with. None of them were experienced enough with running things, or understood the dynamic at OAI well enough to understand that firing Sam not only would not solve any of the concerns they had, but would make them worse. And none of them had experience, and didn’t seek experience out, in how to handle something like a CEO transition, certainly not for the hottest company in the world.
The actual timeline of events through Friday afternoon as I understand them:
Thursday late night, the board let’s Mira know what they’re going to do. By board, it’s Ilya, Tash, Helen, and Adam.
Mira calls me and Satya about 10-15 minutes before the board talks to Sam. This is the first either of us had heard of any of this. Mira sounded like she had been run over by a truck as she tells me.
OAl Board notifies Sam at noon on Friday that he’s out, and that Greg is off the board, and immediately does a blog post.
OAl all hands at 2P to rattled staff.
Greg resigns. He was blindsided and hadn’t been in the board deliberations, and hadn’t agreed to stay.
Jakub and a whole horde of researchers reach out to Sam and Greg trying to understand what happened, expressing loyalty to them, and saying they will resign.
Friday night Jakub and a handful of others resign.
eNews
Loop AI raises $14m series A to boost restaurant delivery operations
CALIFORNIA: Loop AI has just served itself a sizeable helping of fresh capital. The enterprise AI company focused on the restaurant and retail back office has raised $14 million in a Series A round, led by fintech investor Nyca Partners, signalling growing confidence in the future of food delivery as a profit engine rather than a margin killer.
Alongside the funding, Osama Bedier, former executive at Google and GoDaddy and now an investment partner at Nyca, will take a seat on Loop AI’s board. His arrival adds heavyweight experience as the company enters its next phase of growth.
Loop AI operates where artificial intelligence meets operational grit. Its platform helps restaurants manage the often messy realities of delivery, from margins and workflows to customer behaviour, using what it calls agentic workflows to automate and optimise back-of-house decisions.
Bedier believes the timing could not be better. With restaurants under pressure to deliver better customer experiences while running leaner operations, AI is fast becoming a necessity rather than a nice-to-have. He praised founders Anand Tumuluru and Sundar for building technology he sees as essential to the future of dining.
The backdrop is a delivery market that is ballooning fast. In 2025, the US delivery sector is estimated at $140 billion, accounting for about 10 per cent of the market. By 2035, that figure is expected to swell to $1 trillion, with delivery claiming nearly a third of all restaurant sales. What was once an add-on is quickly becoming the main course.
For Loop AI, delivery is not just another channel, it is the new drive-through. As eating habits tilt ever further towards takeout and doorstep dining, the company’s mission is to help restaurants grow without watching profits evaporate along the way.
Customers appear to be buying into the pitch. California-based casual dining brand Lazy Dog credits Loop AI with helping power rapid growth in its delivery business, while fast-casual chain Starbird says the platform has turned third-party delivery from a necessary evil into a viable growth lever.
Since 2024, Loop AI has grown sixfold and now supports thousands of restaurants. The new funding will be used to expand its product offering and hire across its offices in New York, San Francisco, Tampa and Bangalore.
In an industry where delivery has long been blamed for thin margins and operational headaches, Loop AI is betting that smarter systems can finally make the maths work. For restaurant operators juggling kitchens, couriers and customers, that could be a recipe worth following.
eNews
Food for thought Feeding India serves 23 crore meals and counting
MUMBAI: Hunger may be stubborn, but Feeding India is proving it is not unbeatable. The not-for-profit has served more than 23 crore meals over the past seven years, turning nourishment into a nationwide movement that now spans over 150 cities, according to its Annual Report for FY 2024–25.
Titled A Year of Nourishing Dreams, the report captures a year in which the organisation sharpened its focus from simply filling plates to shaping futures. At the heart of its work is the fight against child malnutrition, with Feeding India now supporting over 1.4 lakh children every day through its partner network.
Its daily feeding programme has grown into a vast ecosystem, covering 1,097 partner schools and 726 Anganwadi centres. These include 275 formal schools, 720 informal learning centres, 58 schools for children with disabilities, and 32 orphan homes. Menus are tailored to local tastes, from rajma chawal in the North to idli sambhar in the South, ensuring meals are nutritious, culturally familiar and widely accepted. Food is provided through a mix of on-site kitchens and centralised cooking facilities.
Recognising that malnutrition often begins long before children enter classrooms, Feeding India has stepped deeper into early childhood care. Across districts such as Gurugram, Kushinagar and Varanasi, the organisation has worked with 726 Anganwadi centres, impacting around 27,000 children aged 0–6 years. More than 30 Anganwadis have been upgraded using Building as Learning Aid concepts, creating brighter, safer and more child-friendly spaces. In Varanasi, a pilot programme now provides full breakfast and lunch meals, a significant shift from the usual supplementary snacks.
The year also tested the organisation’s ability to respond in crisis. During 2024–25, Feeding India distributed nearly 2,000 ration kits following floods in Assam and landslides in Kerala, and served over 1.9 lakh hot meals after the Uttarakhand cloudburst. Relief operations extended to Bihar, Andhra Pradesh and Tamil Nadu in the wake of Cyclone Fengal.
Community participation remains central to the model. Events such as the Zomato Feeding India Concert, featuring Dua Lipa, brought together 28,000 people in 2024, while initiatives like Poshan Potli nutrition kits supported tuberculosis patients during recovery in Varanasi.
Funding patterns underline the power of platforms. Zomato users contributed nearly 80 per cent of total funds, amounting to Rs 74 crore, while Blinkit customers added 15 per cent, or Rs 14 crore. The remaining around 5 per cent came from institutional donors, employees and direct website contributions. Donors can track their impact directly via the Zomato or Blinkit apps, seeing how many meals they have funded and where those meals were served.
The report also highlights tangible outcomes. At the Malvi Educational and Charitable Trust in Gujarat, students recorded an average BMI improvement of 9.50 per cent after daily nutritious meals were introduced.
“Every meal represents hope, dignity and opportunity for a child who might otherwise go hungry,” a Feeding India spokesperson said, adding that the focus remains on nourishing potential through nutrition, infrastructure and care.
As the numbers grow, the message is simple but powerful, feeding a child today is an investment in tomorrow, and Feeding India is determined to keep that promise alive, one meal at a time.
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