In this episode of Marketing Obsessions, Citysearch executive vice president of advertising Neil Salvage discusses the mistakes small-business owners make when it comes to online advertising.
The key problems Salvage identifies:
- Small-business owners don’t decide what they want to happen, so they don’t have a way to measure and respond to success or failure.
- They spend money in search that could have gone elsewhere and used more efficiently.
- They don’t listen and respond quickly to what customers are saying about them online.
