Back in August I blogged about how our testing program for a waterproofing client gave us a clear view of the effectiveness of print Yellow Pages after Hurricane Irene and Tropical Storm Lee hit the East Coast and mid-Atlantic region late in the summer of 2011. Calls to the advertiser’s tracked lines went through the […]
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 […]
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 […]
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 […]
Each year, DAC sets out to study consumer behaviour at the point of purchase in order to keep a pulse on how consumers use digital 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 […]
There seem to be two types of companies: Those who get mobile, and those who don’t. It’s often a function of cost: they’re investing in search, Search Engine Optimisation, local business listings and landing pages — and mobile is simply one more line item. If a visitor can already access a site on his or […]
I’m a self-admitted testing geek. What should you test? In a straight A/B test, you pick one variable to test and keep everything else the same. Lots of people make two very common mistakes with this: Either they try to test two variations that are so different that it’s impossible to know what caused the change […]
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”, […]