Why is local web advertising poised to explode in these two areas, paid search and email ads?
I think it’s because local advertisers are starting to equate these forms of advertising with traditional media. They look at it as a replacement for, say, the Yellow Pages and direct mail. That’s where smaller local businesses spend their ad budgets. Sites like Google and Yahoo can do an effective job of delivering a customer. A weekly email is much less expensive than direct mail, and depending on how you maintain it, more and more businesses are finding it a much more effective and efficient way of staying in contact with their customers. What makes local web advertising attractive? Which types of advertisers are most likely to invest in it and why? To some degree, web advertising is trackable, and a small business can get a better handle on the return on investment. Since it’s trackable, it allows the small businesses to see how they’re spending their ad dollars and how effective they are—that’s something you can’t do with print, radio, etc. Also, it can be refined and targeted. Th
