E-Commerce Times Talkback
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For a long time, small businesses were reluctant to embrace the latest in search engine marketing and other online advertising tactics. The SEM industry was unable to deliver to this group of typically local-interest, cost-conscious companies what they wanted the most: a means to assess how their investments were performing. "Small businesses are a skeptical bunch. For years, they relied on the Yellow Pages for their traffic," said David Glaubke, director of corporate communications with ReachLocal.
I'm amazed at the foot dragging when it comes to using Adwords/PPC advertising. Per the previous comment from Erika Murphy...Yellow Pages? (see my eyes roll) Not only are Google Adwords & Analytics great tools to measure split-testing, they have the capability to measure all aspects of any sales funnel. You'd think small businesses would JUMP on this & the ability to proactively control day to day advertising costs. I guess skepticism is much stronger that I give it credit. Times change, get updated or get left behind.