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"Take Our Wishing Well for example. It's an online gift registry service, started in 2005, that allows people to create gift wish-lists online for events, from weddings to birthdays. The site made it easy and fun for people to share their wishes with guests and friends. After struggling to publicise the site through traditional forms of marketing, Our Wishing Well turned to online advertising, and overnight saw traffic to its site increase by several hundred percent. Today, online advertising continues to be a critical factor for the success of its business. And it's all done online.
Businesses that make up the 'long tail':
the two-thirds of the internet that account for the latter 50 percent of traffic and which cater to a niche audience, are thriving online thanks to search marketing and online advertising, because they are connecting consumers with specific products they are deeply interested in, and which they otherwise might have trouble finding." |
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