May 31, 2000
Article

Yea/Nay: Staples.com Nabs "Small Business" Phrase on Yahoo! (At Least for Now)

SUMMARY: No summary available
Ever wonder whose advertising pops up when you search
keywords for your industry? Staples.com appears to have
cornered the market on Yahoo! the day we searched on the
phrase "small business." The Staples banner, promoting a
$15.00 discount on a $100 purchase, came up 9 out of 10
tries. We'd have to say that this is a Yea-within-a-Nay
for Staples, mainly because not everyone can afford to be
such a big hog when it comes to ad placements, nor should
they be. Individual users tend to ignore most banners
seen on general portal sites, as compared to banners on
more targeted sites. If you include banners in your
online ad mix, our best recommendation is to seek out
vertical portals with a small business focus and place
your banners there. Or ignore our advice, become a big
company and you can advertise anywhere you like with a
lot less targeting.

Improve Your Marketing

Join our thousands of weekly case study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions