Five years ago, at Microsoft’s Strategic Advertising Summit, Bill Gates made the following prediction: “Yellow Page usage amongst people in their, say, below 50, will drop to zero, near zero over the next five years.” Five years later, I can assure you that his prediction did not come true. Not only is the industry still […]
A recent study by CRM Associates entitled Not All Leads are Created the Same: Conversion Rates Drive the Bottom Line reports that Yellow Pages (both print and online) provide higher conversion rates than other direct marketing options. Although other media may provide more leads, the leads brought in from Yellow Pages come from ready-to-buy shoppers who […]
The current search market is highly fragmented, with BIA/Kelsey reporting that consumers now use an average of 7.9 sources when shopping for local products or services. Shoppers have more choices now than ever before, and for the small business owner it’s no longer just about being out there where consumers might be looking but being […]
A couple months ago DAC Senior Research Manager Lynn Duffy wrote a blog post about the benefit of having a local number in a print Yellow Pages ad. She discussed the success of some current testing by one of our clients that had added local numbers to ads that traditionally featured a single toll-free number. […]
Coming seemingly on the heels of AT&T’s directory business acquisition by YP Holdings, DexOne and SuperMedia today announced a company merger expected to be complete by the end of 2012. The newly merged company will become known as DexMedia. It is expected that the media properties that each company owns (i.e. supermedia.com; dexknows.com; switchboard, etc) […]
In a word, leads. Internet Yellow Pages (IYP) is an interesting medium. When implemented correctly (content rich, localized whenever possible, tracked properly with call tracking as well as analytics), IYP can provide tremendous value to advertisers. Many times I am asked: “Well, which one should I be in?” The answer is not as simple as one-and-done […]
…is the headline! In a world of instant gratification, spoiler alerts on news sites, spoiler headlines when you are trying to time-shift the Olympics, headlines can often lead us to believe that’s the end of the story. A good headline can lead us to believe that we know the ‘guts’ of a story, without reading […]
Print Yellow Pages are a unique medium in that they’re only used when consumers are looking to make a purchase. There’s no other need to open that Yellow Pages directory other than to pick a business and make a purchase. That means that Yellow Pages users are highly motivated and ready-to-buy. While other media waste […]
When the Internet emerged as a new media outlet, one of the elements that no doubt set it apart from traditional media was its reporting capabilities. While popular media like radio, TV, and newspapers could merely estimate usage by consumers, none of them could provide concrete statistics on how many people actually interacted with an […]
DAC/Kantar Media’s yearly media usage study looks at buying behavior separately in the U.S. and Canada. The two countries share a border, but do they share the same media usage habits? In many questions, the similarities between American and Canadian respondents were striking. However, there are still some notable differences between U.S. and Canadian shoppers. […]