Monday, October 04, 2004

MediaDailyNews 10-4-04 - Dex Media Pursues SME Market, Analysts Ponder Relevancy

Dex Media Pursues SME Market, Analysts Ponder Relevancy.

Dex is partnering with Interland to build websites and SME Global Solutions to manage the search engine marketing. From what I can tell, there is a huge demand building in the small business community for these services. It may take a while, but I believe these services will be successful for Dex.

SME Global has developed a system where they manage the PPC advertising for every account. This enables the publisher to sell "packages of clicks" and SME is responsible for fulfillment. They really take the load off of the publisher. The single biggest downside that I see is that the delivery is very gray. You never know exactly which search engines and which search terms will be used to market your business. As long as the advertiser is confident that the publisher isn't screwing them, everything's OK.

A few years back, we ran a test with a banner serving company and we found a significant amount of fraud. It was a small, isolated test and we were able to minimize damages by killing it quickly.

I know the owners of SME global, and am confident that they will deliver what they promise.

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