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Thursday, January 27, 2005

Yep, They're Real

This one looks better in print.

Paul Lima's "case" study in the Globe and Mail Report on Business today covers a local Toronto bottled beverage delivery service called Mr. Case. In 1995 when the company started a website, online sales accounted for only 1% of the company's revenue. Today, this is 25%.

A lot of the 12-person firm's growth has come about by simply buying targeted pay-per-click ads to rapidly improve search engine driven referrals. It costs them about $1,000 per month, and for that low, low, price, the company has enjoyed recent rapid growth. "Mr. Case launched an AdWords campaign last November, and [owner Marc Levin] says website traffic has grown almost tenfold."

The story (in the print edition) should appeal to many small business readers because the big photo of workers loading cases into bright orange trucks is very tangible.

Keep in mind that Paul Lima is an independent technology journalist who has been producing pieces on all kinds of computer technology for the past fifteen years. It's one thing if the search engines publish these case studies on their sites; quite another when the independent analysts come in, spend a couple of weeks kicking tires, checking numbers and doing due diligence, and come out with the thumbs-up.

Posted by Andrew Goodman




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