A company can not survive on PPC (pay-per-click) advertising alone. They can not think that to get customers they MUST spend money. This is the day of social media; and a time to embrace the idea that if you’re a rockin’ business and have ACTIVE social media accounts, your advertising is costing you so much less than direct PPC. Sure, PPC is targeted directly to your potential customer, and I’m not saying PPC has no place in business, it certainly does… but if your whole revenue model is derived from PPC, than your bottom line is totally dependent upon how much you spend on advertising. It’s time to start taking advantage of social media and leveraging it for your business. Your competitors have probably already started!
UPDATE – 2010-06-09:
Just found an article on onStartUps that talks about this very thing….

