Interactive Local Media Advisory
FindWhat Taps Ingenio to Target 'Offline' SMEs
Greg Sterling , 4/23/2004
Across all the paid search networks around the globe, The
Kelsey Group (TKG) estimates that there are no more than about
350,000 advertisers. That compares with the roughly 20 million
small to medium-sized enterprises (SMEs) in the U.S. alone.
The majority of pay-per-click advertisers to date have also
not been especially focused on the "local" market. But more
fundamentally, a Web site has been a barrier to entry for
search-engine marketing campaigns. That fact alone has excluded
the roughly 70 percent of the U.S. SMEs that don't currently
have Web sites.
aims to change that with the adoption of a new pay-per-call
platform from Ingenio. The new platform will enable merchants
that currently have no Web presence to build a simple online
profile that can become the basis of a performance-based search
engine marketing campaign. Beyond this, the chief difference
with pay-per-click is that the new Ingenio Inc. platform drives
phone calls rather than clicks.
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