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Local Ad Market Drives Online Players Offline

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Reaching the typical brick and mortar small business and offering online advertising has compelled Internet players to hit the bricks themselves.

The age of the door-to-door salesperson has returned. This one isn’t bearing cosmetics or kitchen knives, however, but online advertising instead.

The Los Angeles Times noted ReachLocal picked up $55.2 million in funding, to help it find high-tech customers through a decidedly low-tech approach – salespeople pitching Internet ads in person.

ReachLocal helps these businesses with placing ads on services like Google, Yahoo, and other major Internet presences. A small business likely doesn’t have the ability to dedicate someone to managing online ad campaigns; ReachLocal does that work for them.

Of course, they have competition, namely in Google. The dominant search engine has its own feet on the street seeking local business, through its Business Referral Representative program.

Local search represents a multi-billion dollar piece of the overall online advertising market. The specialized needs of managing online advertising, even if it’s just an issue of time, could make ReachLocal and its competitors a lucrative return as small businesses turn to them for expertise.

Local Ad Market Drives Online Players Offline
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  • http://Photo-Facelift.com CurlyGirly

    Interesting point, David.

    After all, an online business is nothing more than a business. Any business can grow more with direct mail & direct sales. Online is only one of the ways to acquire new customers.

    When dealing with direct sales / call centers I see the future with those who turn away from robot-like scripts their bored-to-death callcenter operators repeat all day, even on a higher level sales force.
    Those shifting to a new mind set, where customer is the center-point, (not the seller’s wish to sell) are the ones to win.
    (See: http://photo-facelift.com/Unlock-the-Game )

    Call centers should also be geared to accept PPS model and for small biz clients with small lead lists.

    Cleverer call-centers will branch into lead generation services as well, utilizing high level of PPC know-how and PPC-spy-software along with squeeze pages to increase /grow a leads list for their clients, then sell ‘em on the phone.
    An extended affiliate model here..? Maybe, but with more capabilities and infrastructure.

  • http://www.mylocator.com steven emery

    there is only so much premium land to go around for these adslingers. Consumers are over loaded with internet. Simple is everything. ask google. people will become smarter and smarter at finding what they want leaving millions of business lost in cyber blah. productivity on the internet is everything. company with the greatest strategic vertical network of web destination properties wins the game, just like monopoly.

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