The current recession and the embrace of technological change has effected consumer search and purchase habits. Although the number of books published may have declined, consumer habits have also spawned innovation within the directory space. You can now search for a business or service through your mobile, redeem an online coupon, look for a great deal or post a review on one of the many Yellow Pages directory websites.

The current notion that directory advertising is only used by the elderly, poor or infirm misrepresents the big changes that directory advertisers have undertaken to respond to technology. Search engines have become the most utilized medium when people seek information or when they look to purchase goods or services. DAC Group's recent poll indicated that although search is dominant, there are specific categories and business circumstances that make directory advertising invaluable for generating sales. This is particularly true for the repair and service industries. Here, directory advertising can contribute almost as many leads as search engine marketing.

Directory advertising works well when strategies combine online with mobile. An example of this is illustrated by DAC group's integrated program for a global appliance repair service. Appliance repair is a highly competitive category. Customers need cost effective solutions, quickly. DAC Group's client constantly competes with local independents. They needed a solution to increase their awareness and to generate more leads to their out-of-warranty appliance repair division.

DAC has consistently generated traffic through highly targeted Print Yellow Pages, Internet Yellow Pages, Search Engine Marketing, SEO and Mobile. All of these efforts are supercharged by PAGEtorrent™ a DAC proprietary technology. This program drives an average of approximately 1,400 organic visits per week, roughly 60% local click-to-lead conversion rate and an overall 20:1 ROI in 2010. For each of the past three years, this program has generated more leads year over year.

It is clear that print directories still produce significant leads. The directory also works in conjunction with online strategies to form the ultimate example of the power of integrated marketing. Changes in the directory world do not point to its demise. How it evolves will dictate if it continues to succeed.

- Sandy Scopa, Director of Marketing and Research