Back in April I wrote a blog post that encouraged all of the Yellow Pages obituary writers out there to put down their pens and re-examine the facts. Sure enough, more evidence emerged last month that the medium is still a major destination for ready-to-buy shoppers. A recent study released by CRM Associates showed that […]
With nearly a decade of testing and measurement experience in both print and online Yellow Pages, I can tell you one thing for sure: service-related businesses should be advertising a local phone number. Why, you ask? Because local phone numbers have been shown to bring upwards of 68% more leads in total, on average to […]
Each year, DAC sets out to study consumer behavior at the point of purchase in order to keep a pulse on how consumers use media in their purchase decisions. The study is the largest of its kind with a sample size of over 5000 across the United States and Canada. Some of the dynamics explored […]
When talking about Print Yellow Pages (PYP) usage, many are quick to quote the decreasing trend in overall PYP references. However, looking at an overall figure is not the end of the story. Print directories are extremely effective in many categories, and when looking at the 2011 DAC/Kantar data, we can see that various headings actually […]
Let’s wax poetic on the value of a phone call for a moment. I often speak with advertisers on what a call is worth to them. Is a six second call valid? Some may say ‘yes’, some would argue ‘no’. Is it really in the eye of the beholder? Let’s take a glimpse into my life […]
When I joined DAC’s research department six years ago, one of the tasks that landed on my desk was to track monthly the number of Yellow Pages directories in print in both the US and Canada. I never gave the task much thought, but the figures recently have been hard to ignore. The US is now […]
If your business is looking to maximize leads, then it is time to start thinking about how consumers are searching for your business. You should ask yourself “Can our customers easily access our company’s content and contact information from a smartphone?” If not, you could be missing out on potential sales. In the past, it […]
Many of you may have seen Chris Silver Smith’ s article this past week ruminating on his prediction from 2007 that the Yellow Pages were ‘toast’. He took some flack back then for his statement, but thought it was prudent to revisit his prediction this past week. With its provocative headline “Are the Yellow Pages Toast”, […]
I distinctly remember reading Nicholas Carr’s cover story in The Atlantic a few years ago that asked the question, “Is Google Making us Stupid?“. At the time, I was pretty dismissive of Carr’s hypothesis that the way we process the scads of information available to us in the digital age is actually changing the way our […]
On Thursday, April 12, 2012 DAC’s Ken Dobell, President of Digital, Dan Temby, Vice-President of Digital Platforms, Nasser Sahlool, Vice-President of Client Strategy, and Jon Dyer, Vice-President of Media will lead a one-day Canadian Marketing Association (CMA) intensive seminar in Toronto titled “Lead Generation Minus the Guesswork”. The seminar will feature engaging presentations, interactive working sessions, real-world […]