Interactive Local Media Advisory
SEM for SMEs: The Model Has Arrived
Greg Sterling , 10/22/2004
In the past two weeks, Dex Media and two small-business Web
hosts said they were introducing similar, simplified search-engine
marketing services for small businesses. These announcements
signal the arrival of a viable model to bring potentially
large numbers of small and medium-sized enterprises (SMEs)
into the world of search engine marketing. The structure of
these offerings allows small-business advertisers to buy packages
of guaranteed clicks to their Web sites at flat pricing.
Group (TKG) research data show an interesting dichotomy between
SMEs apparent enthusiasm for the Internet as an advertising
medium and their actual behavior. Still, theres considerable
demand in the marketplace for small-business search products.
And now that theyre here, these simplified offerings
seem to be a perfect fit for where the market is today. Indeed,
right now they seem to work for everyone the publishers,
the search engines and, most of all, the SMEs themselves.
Copyright � 2005 The Kelsey Group. All
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