By Jack Rynes, President

Companies large and small are spending tens of thousands if not hundreds of thousands each month for online advertising in a multitude of ways. This week's Search Engine Strategies Expo in Chicago showcased all of the big players, Google, Yahoo, Ask, etc touted different tactics to drive you to their advertisers' web sites. While the different strategies of driving consumers can be complicated and are very important to drive traffic to your web site, the job is not done, the "last mile" remains. Last mile, local loop, old telephony terms giving away my past professional experience, are relavant to the web 'economy. You can draw an analogy between the ad networks of the internet and the global Public Switch Telephone Network (PSTN) of past and present. The ad networks drive traffic (you) to where they believe you should go based on the spend, keywords, etc, of their advertisers. The global PSTN drives traffic based on a destination number you dial. In the end, web sites of the internet are the destination number of the PSTN, with one BIG difference. The difference you ask, I finally get to the point. A web site has two main purposes, commerce and communication. If commerce is the role of your site, make sure that you have given the consumer every chance to complete the transaction, if even by phone. If communication is the purpose, make sure that they can communicate with you. Jaduka provides the "last mile", "local loop" whatever you want to call it, with Click-and-Connect. Jaduka provides the destination number of the of today's web sites.