Tag Archives: return on investment

Coca-Cola: Why Social is More Than Just Buzz

A senior marketing executive at Coca-Cola sent the digital marketing world reeling when he told a conference audience that he sees no link between social media marketing and sales. Well, no, actually, he didn’t. What Eric Schmidt, senior manager of marketing strategy and insights at Coca-Cola, actually said was this: “But when Coca-Cola put buzz […]

DexOne and SuperMedia to Merge

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) […]

IYP… What’s in it for Me?

In a word, leads. Internet Yellow Pages (IYP) is an interesting medium. When implemented correctly (localised content 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 when advertising […]

What is a Phone Call Worth to an Advertiser?

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 […]

In a Black and White World, Let’s Talk Yellow!

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”, […]