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The point is, until now, only the most sophisticated businesses with significant investments in technology and personnel (bid management, keyword expansion, analytics, quality filtering, etc) could make online marketing through search engines and ad networks profitable.

There hasn’t been a platform or secondary market for search & ad networks clicks once they have been acquired. By that I mean, clicks that an advertiser has already purchased but fall outside of their serviceable area today are frequently redirected to an AdSense or Commission Junction page or worse, added to an email CRM / drip campaign.

Reply! allows advertisers to purchase and/or sell category-specific clicks, after consumers have indicated the product or service they are interested in and identified the geographic area where they are located. This “Enhanced Click” dramatically improves the value and conversion potential of the click because the consumer has gone through a 2-click process to specify intent and location. So — we aren’t asking companies engaged in online acquisition today change their processes rather, we are working to help them liquidate poorly monetizing traffic and better acquire accurate geo-targeted traffic.

We have found tremendous inaccuracy of IP filtering today. Across all of our sources of traffic we only get about a 50% accuracy. We look forward to embracing the capabilities of SMS / iphone-like apps assuming the person is shopping / searching in the same location where they are located at that exact moment.

Regarding the target market, there are numerous lead generation and service-based companies (think Yellow Pages or Classified) that acquire consumers through some form of a landing page. Many of the largest vertical markets require personal contact (either face-to-face or by phone), such as automotive, real estate, mortgage, home improvement, insurance, education, etc. As online advertising continues its market share gains at the expense of traditional media, dollars will shift from IYP and classified advertising to performance based marketing and these companies need viable solutions that make online marketing simple and profitable. We offer those companies the ability to maximize their revenue by easily purchasing clicks for specific products or service, in a precise location. This will dramatically reduce their non-servicable clicks, reduce their investment in time and increase their ROI.

I look forward to further discussion.

Brian