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By Rob Friedman

Small businesses — with the right tools — have the advantages of flexibility and agility over larger competitors, adapting to the market on the fly in order to stay in tune with customers and deliver products, content and advertising that resonate with their audiences.

This is the first column in a three-part series that looks at how small companies can tap IP intelligence (the tons of data which can be obtained based on an Internet user’s IP address) to enhance a host of Internet marketing activities. This installment examines how small businesses can harness IP Intelligence to improve the effectiveness of their online advertising campaigns.

When it comes to online advertising, the one-size-fits-all mentality simply doesn’t work for small businesses. They need to cut through the vast clutter of the Internet to increase the reach, relevance and response of online advertising. IP Intelligence provides information needed to deliver truly targeted ads and content in a simple, yet cost-effective manner.

By using IP Intelligence, small businesses can play big in the online advertising world. And, today’s online world is a crowded place and one in which people want quick access to relevant information. Something as simple as an ad promoting a sale on the hottest pair of shoes selling in New York City can deliver value and results that far surpasses those of generalized campaigns.

Information derived from IP Intelligence is available about every Web user. Small businesses need to know how to leverage it within their online advertising efforts to improve their success. IP Intelligence determines information about an online user such as geographic location (country, region, state, city and zip code); connection speed; area code; Internet Service Provider (ISP); North American Industry Classification System (NAICS); domain name; demographics; company name; proxies; Designated Market Area (DMA)/Metropolitan Statistical Area (MSA); language; time zone; and longitude/latitude.

With comprehensive information about online users, small businesses can deliver relevant online ads, increase campaign effectiveness, save money, and increase return on investment for online advertising budgets. Whether it’s promoting a sale at a local retailer that carries the company brand; delivering a coupon to a certain demographic; building brand awareness; or even driving targeted traffic into a particular retail store – IP Intelligence can give small companies the tools to do all this and more.

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Rob Friedman is the Co-Founder and Executive Vice President of Digital Element.
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