New Delhi, February 20, 2007: exchange4media.com has published a trendsetting book titled, Gold Sift, authored by Mr. Vikas Malhotra. The book seeks to unravel the intricacies of online marketing with a special impetus on search engine marketing.

The book launch was followed by a panel discussion on "Internet in India – the role of search". The panelists for the discussion included Mr. Dinesh Wadhawan - MD and CEO,indiatimes.com, Times Internet Ltd., Mr. Sanjeev Bikhchandani - Founder & CEO, naukri.com, Mr. Alok Mittal- Executive Director, Canaan Partners, Ms. Niti Batra -Founder and Director, travelotravel.com, Mr. Siddharth Rao - CEO and Founder, Webchutney, Mr. Vikas Malhotra - Founder Mosaic Services and Author. Mr. Rajesh Lalwani, founder, Blogworks moderated the discussion and shared his views on the topic.

‘Gold Sift’ is a path breaking work on the latest trends in online marketing and search engine marketing and is an ideal starting point for media planners, entrepreneurs, marketing professionals and media & management students who want to discover the layers and nuances of web marketing.

The author of Gold Sift, Mr. Vikas Malhotra said, “From the basic terminologies to the most advanced and sophisticated techniques of interactive and search marketing, Goldsift explains it all in a clear and lucid style. As a marketer this is the book you would want to keep at your work station.”

Publisher of the book, Editor-in-Chief of exchange4media group, Mr. Anurag Batra said, “The internet is the future. Therefore, knowledge of SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are critical for business success in the new digital landscape. Goldsift is an ideal tool for all the people who believe in the saying 'Do it yourself'”.

Based on extensive research, the book unravels the tapestry of online marketing, thread by thread, and gives a 360 degree view of all its components.

Speaking on the occasion Mr. Sanjeev Bikhchandani, Founder and CEO, naukri.com added, “I would like to congratulate exchange4media.com & Vikas Malhotra on this pioneering initiative. The dynamism of the World Wide Web is all set to change the paradigm of the way we do business & this book will surely pave the way towards learning more effective ways to reap the benefits of this medium”.

In a nutshell, this book is like an assembly line process which helps one to build up comprehensive strategies for keyword bidding on search engines and media buying techniques.

About the Author:

Vikas Malhotra is a seasoned Net marketer. He was a pioneer in the search marketing industry in India and has an experience of handling over 900 online marketing campaigns. He has been instrumental in selling products from toner cartridges to airlines tickets and services from IT consulting to financial services. Founder of Search Marketing Company Mosaic Services, now a 100 people strong organisation and co-founder of Interactive Agency Media Estate, he has been engaged with the online domain since year 2000.

He has founded very strong relations with various online agencies in US and UK markets whom he routinely consults on various strategy issues. He has been very active in imparting trainings in online marketing and is an outspoken votary at various international online marketing conferences and seminars.