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The goal of any marketing campaign is to reach potential customers and minimize exposure to people who are not interested, not qualified, or out of your area. The Web is the ideal marketing medium because you can really target the people who will be interested in what you have to offer. (skip to "Audience Targeting Equals Online Success" by Scottie Claiborne)
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Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.