Greg Sterling reminds us why we all chase advertising dollars from locally focused, small and medium businesses:
"We're in a recession; everything is down including local. And local is harder than other segments because of some of the factors mentioned above. SMBs are hard to sell to and they don’t spend lots online. But there are millions of SMBs online in various forms today. As I've argued before, from consumer behavior perspective, local/offline is a much, much bigger deal than anything else going on online. It's just often hard for people to see it."
When a former boss and a former corporate colleague (not to mention guitar-playing pal) -- both good friends -- gang up to form a new venture, naturally I pay attention.
Not to mention the fact they asked Small Initiatives to engineer their Web site (a Drupal project, natch) and design corporate branding.
Catching up to two posts from mocoNews.net:
- Is mobile advertising the next big thing?: In the United States, at least, mobile ads remain hobbled by the persistence of multiple incompatible networks and technologies.
Jakob Nielsen's latest Alertbox essay, in a nutshell, validates the concept of "banner blindness": people shown pages with graphical advertising units intermixed with non-ad content almost always focus on the non-ad content.
What elements attract attention most consistently? Plain text, faces and "private parts," says Nielsen.
But not most ads, he observes, with one exception:
Matthew Roche, writing at MediaPost, describes how a sizzling multimedia ad experience quickly degrades into a game of "throw me in the dumpster":