Tuesday, July 31, 2007

Advertisers: All signs point to the Web

posted by Andy Leff
Tech entrepreneur David Pitlyuk is learning the lessons of advertising the hard way -- by starting with newspaper ads.

He got zero leads from a $200 ad he placed in a few local Maryland papers. I'm not surprised. This approach only reaches local readers who happen to turn to that page of the paper. Plus, consumers don't really read the newspaper to research businesses and products.

Both challenges can be solved with -- you guessed it -- an online presence and online advertising. When people are looking for a product or service, the Web is by far the first place consumers hit, and for one simple reason: It puts a world of information at their fingertips.

Consumers can quickly and easily find what they're looking for with a few key stokes and mouse clicks. They can also complete the commerce cycle in one sitting -- research businesses, learn more about their products or services, select one, and make a purchase.

Plus, with online advertising tools such as pay-per-click and pay-per-call, the Web offers some of the most powerful and efficient ways to attract consumers to your business and Web site (as we've discussed before).

So my recommendation for Pitlyuk and any other businessperson looking to spread the word about their company: Refresh yourself on our words of wisdom, take to the Web, and let the cash register ring.

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