Advertising for small businesses: Year of the Web

New local search techniques eventually encourage small businesses to put more money into online advertising.

Michael Rivkin and Alexander Libkind, the two co-authors, came up with a high-tech solution to one of the most pressing problems of modern humans: how to get more and more food for the ' Super Bowl ' of The better I am. For those who are blessed, they don't need to think about new things, nor have they imagined the prospect of delivering piza through digital transmission. But another dynamic part like two co-founders of Zodiac Interactive, Rivkin and Libkind is different. They found a better way to turn their potatoes 'flying' in many places: using a remote control to connect with local producers.

On January 17, a pair of new technologies came out that allowed subscribers to search for local businesses with no wastage of a minute. Simply press the remote control button, the current image on the screen will shrink, creating a space to display the list of local search menus. Users can continue to browse or read the content carefully by subject or keyword.

Businesses in the vicinity that match the desired standards will be displayed on the screen. A click can become a ringing bell between a search subscriber and a manufacturing business.

Human benefits are at the forefront of Zodiac's service. Maybe this year will be the boom year of small business advertising on the Web.

Technology companies like Google (GOOG) and eBay (EBAY) have also focused on providing many services that encourage small business owners to invest more in online advertising. Their hope is because of these products (often linked to online services such as interactive maps), double-digit growth will continue to be maintained. Potential resources from a large number of small businesses that have not invested in online advertising are still open.

For many years now, businesses that want to have an online advertising program have to invest thousands of dollars to develop their own website or pay for companies to maintain and develop ads on some. website styled banner. As a result, many small business owners are reluctant to invest in what they know in advance to bring about moderate performance.

The advent of search advertising with more consumer-oriented capabilities and search results has encouraged small businesses to be more bold with online advertising. Text search ads also eliminate one of the big barriers for small businesses: reluctant to invest in a creative advertising agency. An advertiser can provide Google or Yahoo with a few "donated" keywords to the board of directors of other companies such as Yellow Book.

'Final border'

Search is still the main method of regional Web advertising, but search advertising is often more expensive. New products such as pay-per-call services, local mobile phone services are likely to become options for small businesses that do not have Web advertising this year.

' Regional online advertising is the final frontier in online advertising ,' said Colby Atwood, president of Borrell Associates, which specializes in local advertising. ' The smaller local businesses are, the slower they will be found, but they start to advertise themselves on the Web at a high rate .'

Many small business owners realize that consumers are looking and paying close attention to the ability to buy on the Internet and new Web services like click-to-call. The new service makes it easier for small businesses to spend too much money on online advertising. Atwood predicts that the number of businesses investing in this form of advertising will soar to more than 32%, up $ 7.7 billion this year compared with last year's 5.9 billion.

A company that follows this trend is typically Ingenio, the advertising agency that provides a "pay-per-call" approach, working with Time Warner's AOL, Microsoft's MSN network. The company expects revenue to increase more than 20% from last year, outperforming the previous $ 100. Web advertising will enhance the presence of small businesses in the Internet business market share.

Ingenio's chief executive, Marc Barach, said that the ability to incorporate advertising costs into the number of visitors to the site helps the product sell better than the click. This form is attractive for small business customers with limited investment costs for advertising. ' The more times a consumer visits a website, the greater the likelihood of a purchase. They search, gather information and get ready for transactions '.

Local search

The demand of small businesses is also attracting traditional search advertising firms like Google. Last year, Google released two local business advertising products combining local search and map functionality.

Users can search for businesses with related keywords close to addresses and regions via Google Local. Results are shown and marked on the diagram. The suggested links appear in the blue box, before the directory listing. Google also displays printable offers, which are provided with Valpak.com collaboration according to each search result.

Google also offers a free click-to-call service (click to visit) in the local search section with technology provided by VoIP. Elephant is the owner of the click-to-ball technology copyright. The company's chief executive, Tony Cataldo, says the company sees sustainable development by working with advertising lenders like Nationwide. The company also uses the click-to-call function on its website, allowing customers to fill in the registration form while still talking to a representative over the phone.

Elephant IP introduces companies that they can identify potential customers via GPS software on their mobile phones, and then provide the advertisements provided by the nearby advertising agency. Advertising services will allow users to call the manufacturer immediately if they feel like it.

Cataldo believes that, as larger businesses care and use click-to-call services, small businesses that compete with them will follow suit.

Google is not the only company interested in profitability from local search and click-to-call services. Yahoo has also provided similar services since 2004.

EBay giant also offers click-to-call service since Skype Internet communications company in 2005. In August, eBay and Google announced that they will cooperate to develop click advertising. -to-call text. The plan to test these services will be conducted early this year.

Smaller search engine Ask.com, owned by Interactive Corp. also started to participate in the market. In December, the company announced its new AskCity service, combining maps and local searches with books and newspapers. Tickets from other online supplies such as Citysearch online guide service and Ticketmaster's ticketing service. AskCity has not yet posted an ad, but it is an opportunity for regional advertising agencies, Ask's vice president of production management, Doug Leeds said.

Legal Web advertising

Leeds is optimistic about the ability to make money from AskCity when businesses don't need much presence on the Web. A business can pay for one of its buttons to appear on the map when users search for services around the address near their booth.

This button can link to a sales slip or simply a directory listing instead of a website. ' One of the most interesting points of this model is that small businesses don't need to have a website alone , 'Leeds said.

However, the website is not only a place to store feedback of businesses. It also shows the trustworthiness of customers after viewing advertising information.

There is also fixed information from traditional multimedia companies with local advertising businesses. Usually they only sell online ads with print ads. Online advertising is only an extension, so it should create an average effect. Analyst David Hallerman of Emarketer says it is less problematic than traditional multimedia companies promoting themselves and developing partnerships with Google or other search giants.