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interactive local media

Interactive Local Media Advisory

FindWhat Taps Ingenio to Target 'Offline' SMEs
Greg Sterling , 4/23/2004

Summary: 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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