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Data Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct
YouCom-Direct-They-Watch-You

Love your data and it will reward your brand.  In such a competitive global economy, data marketing is necessary for every organisation.  For local search advertising, the data brands have about their customers enable better keywords and rich content for improved Google results.  Data marketing can be split into two parts.  Historical data and predictive data.  Historical data most companies have (even if they don’t collect it very well).  It will include the name and contact details but also buying recency, frequency, monetary value (RFM); interests and other transactional data.  Predictive data will look at customer geo-demographics, lifestyle, propensity to respond to different offer types etc.


 YouCom-Direct-They-Watch-You

But brands can’t just gather data for the sake of it.  Companies must learn to ask the right questions.  Agencies will generally help marketing managers define the information they need because they work on many different brands all wanting to increase market share from brand marketing or performance marketing.  Here are some examples of ‘brands’ that know the data they need to meet their goal.



 

MI5 use sophisticated computer programs to analyse data


MI5 will be using sophisticated computer programs to analyse social media feeds, CCTV cameras (where other systems interact like number plate recognition software), Oyster card data and many more, that will help their goal to keep us safe from terrorists.  




YouCom-Direct-They-Watch-You

Tesco pioneered the use of supermarket data marketing as we know it today with the first widely applied loyalty card.  They know what you buy, what time of day (or night) you buy, how frequently you buy, what promotions are successful for you and how your eyes look around a store.  They can then combine this with social media groupings to alter buying behaviour.  As consumers we are all happy to participate because stores like Boots give us good rewards.  But woe betide you buy hair loss gel for a friend, because you’re going to receive a lot of hair loss promotions over the next six months!



 YouCom-Direct-They-Watch-You

Social Media sites like Facebook will have similar face recognition software to the security services and are (as you read this) even now analysing your photos to find you ‘friends’, people who look similar to your family and friends which may make you click to connect with.  They also use contextual data targeting.  Announce to your friends you are getting engaged and advertisers searching to advertise wedding services will suddenly have you added to their list of targets to receive their advert.  Now you are bombarded with wedding photographer adverts (or pre-nuptial solicitor services for the more cynical).  

YouCom-Direct-They-Watch-You

It means ‘they’ really do know everything.  If the data is used for performance marketing, which YouCom Direct specialise in, then the data will help generate better keywords and rich content to ensure directory listings appear for the most relevant searches in a certain store radius.  This will also mean competitor search results are pushed down the page and often to page two, so it has an added bonus.  Targeted copywriting in directories increases calls, click-through-rates (CTR) and improves conversion rates from call to sale and from click to sale (the latter being notoriously poor).  To learn more about how data marketing could work for you, email us below.  
 

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Glossary: CTR – Click-through-rate RFM – Recency Frequency Monetary Value
 

Required reference: YouCom Direct News Article, Nov 2019, London, ‘Data Marketing’.

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Data Marketing
Copywriter: Lee Bratton, Account Manager, YouCom Direct

YouCom-Direct-OSIS-the-origin-of-directories 

Have you ever seen your business listed on a directory site and wondered how it got there? Perhaps the information is wrong and you correct it but it reverts back to the incorrect data again? It will help if you understand the origin of that information. The national database known as OSIS.    


In this article, YouCom Direct will share;


– What is OSIS?
– Why you can’t change your business details on the directory site displaying the wrong data.
– How you can change your business details on OSIS.
– How do you find OSIS?
– European OSIS
– Alternative databases.


As a directory agency we manage a company’s details for their stores across all print and online directories. It is our knowledge together with buying power that makes us a valuable partner. But we don’t just keep our knowledge to ourselves. OSIS is not widely known but equally it’s no secret either.  


What is OSIS?

 
“OSIS” stands for Operator Services Information System and is a stream of seemingly endless data flowing along corridors of database servers.



YouDirectories-OSIS-the-origin-of-directories-3

Like all large datasets, OSIS is much in demand and has never lost its popularity. It is a database of directory data managed by BT Wholesale Directory Services. The data is used to populate the BT Phone Book printed directory and is bought by other companies such as Thomson Local, Yellow Pages (once owned by BT), the 118 telephone directory companies and a large amount of online directory sites.   



YouDirectories-OSIS-the-origin-of-directories-4       YouDirectories-OSIS-the-origin-of-directories-Yalwa  

Directory sites like Yell.com are very well established, Yell.com has 10.9 million monthly views, but how did they begin? Look at Yalwa.co.uk, see how different they are to Yell.com? Yalwa currently have 82,000 monthly views (a far cry from 10.9 million), yet they already seem to have a lot of businesses listed on their site.  

This means when your customers search for your business, one of the Google search results could show a Yalwa URL link. But the information could be incorrect. Perhaps your telephone number is wrong on Yalwa, or the address inaccurate.


So how did they obtain their data and your business details specifically?  


BT Wholesale is obliged to make OSIS available to any organisation who wishes to pay for it, specifically under Universal Service Condition 7.4 (USC7.4) which states that


“BT shall supply [the contents of a directory information database] on terms which are fair, objective, cost-oriented and not unduly 
discriminatory…”. A condition frequently challenged by those who pay to rent it. 


YouDirectories-OSIS-the-origin-of-directories-BT-Phonebook

The OSIS database contains more than 26 million residential and business names, addresses, and telephone numbers supplied to BT by over 80 UK Communication Providers and sources such as Companies House.  


When an individual requests a new telephone line and agrees to be listed in the telephone directory, the data will be entered into BT OSIS. When a new business starts up, the data will be entered into BT OSIS. This makes the BT OSIS database very accurate and up-to-date (The database is updated 6 days a week).    


There are three types of entry on the OSIS database:


Directory Entry – The printed phone book is comprised of these records. A telephone number can be appended to a name and address that matches to a directory entry record on OSIS.


Directory Enquiries Only – These listings are not present in the phone book, but are made available to directory enquiry 118 services. You can append a phone number from these entries where it matches the name and address on your record.


Ex-Directory – Ex-Directory listings are only available in telephone directory enquiry 118 services. Don’t worry, only the fact that the record is ex-directory may be provided.



  YouDirectories-OSIS-the-origin-of-directories-7  


Why can’t you change your business details on the directory site displaying the wrong data?

Type your business brand name and the town of your store location into a search engine like Google. If you see an incorrectly listed entry for your business on an online directory like Yalwa, why can’t you contact them and change it?  


The short answer is, you can. You can also pay them for a paid-listing to feature more prominently in their search results (the fundamental service of YouCom Direct as an agency). But the next time that online directory uploads a new data feed from OSIS, all the non-paid for listings will be replaced by the OSIS data. In other words, although you’ve changed the incorrect data, the change is overwritten by the old incorrect data from OSIS.


You can’t stop the waves and you can’t surf against the tide either…    



YouDirectories-OSIS-the-origin-of-directories-8  


How can you change your business details on OSIS?


Keeping it simple, there are two options.

One, contact BT Wholesale and make a formal request to amend the data. This process can take between three to six months. You will need to check it afterwards to ensure there isn’t a duplicate data entry still containing the old incorrect data.  

Secondly, you can take the stance of the larger advertisers and pay a specialist directory agency like YouCom Direct to do it for you. YouCom Direct will reach out to BT OSIS and change your data as quickly as 1-2 weeks. We see it in all walks of life that businesses respond quicker, to other companies whom they sell to (in our case, BT sells directory advertising to us for paid listings and paid classified adverts).  




YouDirectories-OSIS-the-origin-of-directories-9  


How do you find OSIS?

You don’t find OSIS.  OSIS finds you. 

But you can change their data.


BT Wholesale Directory Solutions (BTWDS) is a ring-fenced unit within BT Wholesale. They aggregate telephone number information from Communication Providers (CPs) in order to produce an accurate central telephone number database historically referred to as the OSIS database. Under OFCOM regulations, all UK CPs that have signed a Schedule 11 agreement have to provide BTWDS with their customers’ name, address and telephone number information. At present there are over 80 CPs in the UK e.g. BT, Virgin Media, Cable & Wireless etc.  


OSIS data can only be used in Directory Products and Services by companies who wish to produce Directory Information products or services, who agree to their pricing terms and gains authorisation from BTWDS to receive OSIS data. OSIS data is sold under specific terms and conditions including the Data Protection Act 1998 and the Information Commissioners Code of Practice on Telecommunications Directory Information covering the Fair Processing of Personal Data and Electronic Communications Regulations 2003. – Licensees must agree to abide by these within the terms of the Directory Information Licence Agreement. OSIS cannot be used for Validation and Verification of individuals or in associated Validation and Verification Services.    



YouDirectories-OSIS-the-origin-of-directories-10  


European OSIS

Operator Services Information Systems aren’t only peculiar to the UK of course. YouCom Direct talk with media owners across Europe and manage listings in several EU countries. In Sweden these are primarily Eniro and Rejta businesss directory websites, Din Del and the 118 118 directory assistance service. In Norway, Proff and the 1880 directory assistance are the main directories. Danish search services are marketed under the krak.dk (now owned by Eniro), Mostrup and Den Røde Lokalbog brands plus several others, while Panorama Firm is the brand in Poland. Finland customers encounter the 0100100 brand.

All take their data from OSIS equivalents such as Factual, a database of 75.8 million local business listings in 50 countries. Or Schober, a B2B data provider in Germany.    


Alternative databases

There are other data sources also, OSIS shouldn’t be the only place you look.  


The Postcode Address File

(PAF) is a database of every address in the UK to which mail is delivered, together with its appropriate postcode. This database contains over 28 million addresses of residential, business and other organisations. The PAF is produced by the Royal Mail and is updated quarterly.

The National Change of Address register
(NCOA) records individuals and businesses when they relocate. CRM practices teach all marketing mangers that to retain existing customers is often more cost-effective than acquiring new ones. With the NCOA register you can maintain contact with your customers when they move home, saving cost and increasing profits via an elongated customer life cycle.

The Gone Away Suppression
(GAS) File from The Data Agency uses both public and private data sources and is a compiled list of individuals at addresses they are known to have moved from. In every case, each move out is qualified by a move in to ensure accuracy.

Despite the other data sources, OSIS is certainly the most powerful database storing data on your business and if you don’t ensure its correct (and remains correct…), then every other organisation and directory site renting their data, will broadcast incorrect details about your brand and ruin your SEO.


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Glossary:

OSIS – Operator Services Information System

GAS – Gone Away Suppression

NCOA – National Change of Address register

PAF – Postcode Address File

B2B – Business to Business

YALWA – Yet another local web application

CP – Communication Providers

SEO – Search engine optimisation

BTWDS – BT Wholesale Directory Solutions

 
Data source:

OSIS Definition

BT Wholesale

Universal Service Condition explained within an Ofcom dispute raised by Thomson Local over costs of renting OSIS.

Ofcom dispute on OSIS rental costs between The Number (118 188) and BT wholesale proving that telephone directories like 118 118 also obtain their business data from OSIS

EU Factual Database

Schober Database


Required reference
:

YouCom Direct News Article, Jul 2019, London, ‘OSIS, the origin’.

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Data Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct

Everyone wants to personalise their look

 

Everyone wants to personalise their look.  E-commerce has for a long time seen the benefits and value to data personalisation. Amazon and Tesco are famous online sellers who collect vast amounts of data on customer’s purchasing patterns. They analyse recency and frequency of purchase, behavioural trends and patterns. These are used to power their offers and suggestions to sell you more things. ‘Bricks & Mortar’ sellers, often struggle to replicate those successes (with exception to those that do well on both like Tesco). In 2018 we have identified a shift in understanding with physical retailers making changes to introduce personalisation practices.



70 percent of retailers are personalising the in-store experience

 

According to one research company, 70 percent of retailers with a physical store presence are now personalising the in-store experience to compete with their online counterparts. Let us introduce ‘Facenote’, a machine learning AI software that recognises your customers using face recognition techniques. By personalising the customer service, briefing sales staff to personal preferences and tracking their needs, such software can lead to greater customer loyalty and retention as well as upselling benefits.


To register, brands invite their customers to be identified by texting their selfies

 

The software requires only a simple webcam or regular security camera.  Its algorithms allow for customer recognition and identification. Shoppers can then be welcomed by name, and staff on the sales floor can be briefed on each customer’s personal preferences and purchasing habits. In-store product recommendations can then be personalised in the same way that Amazon does to you online.  To register, brands invite their customers to be identified by texting their selfies or sharing Instagram images.


Amazon uses algorithms to personalise user’s homepages

 

A study by salesforce found that 52 percent of consumers would switch from a brand that doesn’t personalise their marketing communications.  This is why Amazon uses algorithms to personalise user’s homepages with product recommendations based on previous search and purchase history. When you read this, you think “makes sense”.  But the majority of retailers have a simple one-size-fits-all generic homepage for all logged-in users, irrespective of age, gender, behaviour, disposable income etc.


85 percent are likely to buy from a personalised mail order catalogue

 

The real winners in marketing are those who personalise a service or product leading to add-on sales, upselling and organic growth.  Scotts of stow are a growing mail order company who succeed with catalogues littered with the recipient’s name making various products more appealing.  Consumers will open the catalogue and see a doormat with their family’s surname on it for example and are 85 percent more likely to buy it as a result.  More than this, they do it extremely well making it seem less like a Photoshoped digital makeover and more like it is a real selling product that everyone else is buying.


Netflix know if you haven't seen this film

 

Netflix are one to do similar and of course they use the latest AI technology to assist their algorithm analysis.  For example, if they know you haven’t yet seen Knight and Day with leading actors Tom Cruise and Cameron Diaz, but you have watched many other Tom Cruise films, they will tailor the film cover in their ‘recommendations’ to show Tom Cruise.

If you watch Cameron Diaz films, you will see the Knight and Day film cover with Cameron Diaz on it.  It is clever marketing that is (relatively) simple to do and (relatively) cheap (brands don’t need to buy billboard adverts for example, simply use existing data to personalise recommendations that lead to more new sales).


Trademark Logo


YouCom Direct specialise in this same approach to business listings by personalising content based on geographic area and even consumer past purchasing history.  We use all the data our clients can share with us (after our usual NDA agreements to protect privacy) to tailor those natural search results showing in Google that originate from business directories.  We have seen a provable uplift in response rate as a result.  To discuss personalisation in more depth contact us on contactus@youcomdirect.co.uk

 

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Data Source:

              https://facenote.me/ 

 

Required reference:

YouCom Direct News Article, Dec 2018, London, ‘Personalisation’.

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Content Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct



Content Marketing by YouCom Direct


Keeping good data records is it seems, important for all parts of life (even father Christmas keeps a list).  Yet, according to a CMI study, 40 percent of those businesses surveyed who stated they did not keep adequate records of past content marketing, experienced quite poor results. Whereas 53 percent of marketing managers who state their content marketing was very effective actually kept good documents recording previous campaigns. Keeping good records of your content marketing strategy will also help marketing managers justify their work and communication plans.  






A brand requires brand marketing and brand marketing relies heavily on credibility. Consumers are receiving thousands of marketing messages daily from other brands competing with yours. Therefore, if your content marketing lacks credibility, seems insincere or out-of-touch with your target audience, then consumers will not have faith in your brand. To have credible content marketing, your SMM should have fresh messages that are unique and address a real concern your target audience might have. Messaging should carry brand imagery to reinforce brand association and show you understand the needs your target audience has for your product or service.  





Content Marketing by YouCom Direct

Where you communicate is also an important factor in implementing an effective content marketing strategy. This is called a distribution channel or media channel. Again, good record keeping is vital to assess different media used, times of use, content trialled, response rates etc. Without finding the right media to distribute your message, even the best content will fail in delivering ROI. YouCom Direct are specialists in local search via business directory sites because we have good record keeping analysing each campaign for ROI. But also, because we have many local directories that deliver fresh content via media channels that work best for your brand and store location.  





Content Marketing by YouCom Direct

With the right network of local sites and page authority backlinks in place; With the right record keeping and reporting ready to analyse results; With credibility established via planned content along brand guidelines; It then comes down to how relevant the content is for your ‘local’ audience.  Many brands forget that whilst the target audience can be classified by demographics and social-economic grouping, consumers vary greatly by location. Two ABC1 25yr old females, one in Bow, East London and one in Middlesbrough, will not respond the same way to your message. The content of your business listing must therefore meet the needs of your ‘local’ audience.  

Registered Trademark

Good content marketing won’t happen overnight. But you can make measurable improvements if you ensure your agency is keeping good records of what content works and doesn’t work, if you ensure you have fresh content relevant to ‘localised’ catchment areas and if you adjust marketing budgets to fund the media channels that deliver greater ROI while withdrawing funds from underperforming media.  No local business listing campaign should have the same content for all stores.  Email us to discuss further.  


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Glossary: CMI – Content Marketing Institute SMM – Social Media Marketing ROI – Return on Investment  

Required reference: YouCom Direct News Article, Dec 2017, London, Content Marketing.

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Consumer Behaviour
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct


YouCom-Direct-Marketing-Tips

Many local business’s today are overwhelmed by the variety of local marketing choices available across desktop, mobile and tablet platforms. Many don’t know where to start which is where these marketing tips help.   At YouCom Direct, we understand how every local business is trying its utmost best to attract as many local customers as possible. We can help businesses outperform their competitors through local search optimisation and directory advertising.


Marketing Tips by YouDirectories

Accurate & Accessible Information

One of the most important aspects of local search is ensuring that your businesses information is consistent, accurate and accessible throughout the web.


50% of business owners have listings for their business that are not accurate.


70% of business owners say they don’t have the time to manage listings on all of the sites that consumers use.


Only 23% of business owners have a good sense of how listings drive traffic to their business.


 
If your business information is outdated or appears in different ways in different places, it will not only lower your visibility in search it will make it difficult or even impossible for potential customers to find you.  



Marketing Tips by YouDirectories

Optimise Your Website
Make sure that potential customers can find your business in search by listing all relevant information in the website title. Create individual pages for each business location as well as each product or service your business offers. This will raise the visibility of each in search, making it easier for potential customers to find exactly what they’re looking for.


Use keywords and phrasing that potential customers are most likely to use. Include basic business name, address and phone number information on every page of your website. This not only boosts SEO, but also makes it easier for a potential customer to contact or visit your business.  We recommend more than this of course for a website needs a UX focus but these are the basic tips.  


Marketing Tips by YouDirectories

Mobile Friendly

One of the biggest mistakes your business can make is not optimising its website for mobile. 50% of local searches are carried out on mobile devices. If a potential customer attempts to access your website via mobile but is interrupted by pages not loading, sizing issues or the inability to find information, they are more likely to go back into search until they find one of your competitors.

70% of mobile searches lead to online action within an hour. Mobile users that find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. Why? Because mobile users are on the go. When a consumer grabs their smartphone to search, they have a specific intent in mind.  



Marketing Tips by YouDirectories

Visual Content

A picture is worth a thousand words, and when it comes to capturing your audience’s attention, you want to take full advantage of every chance to communicate your message. Consumers today are attracted to photos and engaging videos, they also help to boost website SEO and improve visibility for local listings.

Studies show our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually.

According to Brightcove, video on social sites generates 1,200% more engagement than texts and images.  Imagine what this could do to your business listing on a directory site?  But you need the right sort of video so talk to us to get it right.  



Marketing Tips by YouDirectories

Don’t ignore reviews
If you want your business to appear prominently for localised searches, then you will certainly need to consider how your customers are able to leave reviews for your business online. The importance of accumulating genuine and honest reviews is increasing.

People are looking for reviews on local businesses to determine if they are exactly what they want or try somewhere else. Customers are now sensitised to write reviews and publish them, especially after a positive service and experience.  

For 7 out of 10 consumers, positive reviews inspire trust. This highlights just how important they are for a local business, and it’s clear that reputation management is something that cannot be ignored.


  Marketing Tips by YouDirectories

Over 20% of searches on Google today are from users who are looking for local information and 97% of all consumers are going online to look for local companies. Using the above tips can really help to engage your customers. 83% of people doing online local searches then continue with a number of actions offline such as phone calls, emails, visits or even purchases. What’s interesting is how consumers are researching online but buying locally.   Contact us to discuss how we can help you enhance your customer engagement using the above great tips and much more!

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Glossary: UX – User Experience SEO – Search Engine Optimisation

Required reference: YouCom Direct News Article, April 2017, London, ‘Local Marketing Tips’.

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Brand Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct

YouDirectories discuss how more of us are buying pet insurance from directory adverts

Insurance is a heavily advertised category in directory advertising. Brands either challenge agencies to help them compete for greater market share with their existing product lines, or they supplement revenues by new product development and diversification.  Pet Insurance is one such area of diversification becoming more popular among consumers with one in four UK dogs now insured.   Pet Insurance has attracted low advertising budget in the past, but it won’t be long before insurance firms increase directory advertising and join the recent advertiser entries LV, More Than and Churchill with specific pet insurance advert creative in the Insurance-Pet classification.   With directory advert creative, the question is what pet to feature?  Which will resonate the most with new policy makers?A recent study suggests the answer is man’s best friend.   According to the Association of British Insurers (ABI), there are 2.4 million dog policies out of a UK population of approximately 9 million (one in four).  Cats account for a smaller 1.2 million pet insurance policies of an approximate 7.9 million UK cat population (one in six).   In 2014, the ABI state UK insurance firms paid out approximately £602 million in pet claims, up 15 percent on the previous year. This equates to £1.65m a day.  

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Data source:

ABI

Required reference:

YouCom Direct News Article, Dec 2015, London, ‘Pet Insurance on the rise’.

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Mobile Marketing
 Copywriter: Lee Bratton, Account Manager, YouCom Direct

YouDirectories-Flappy-Bird-Mobile-Content-Marketing  

Flappy Bird is a 2013 mobile game, developed by Vietnam-based developer Dong Nguyen. It is an example of mobile marketing (though unintentionally), for it generates billions of ad impressions making the owner of the ‘Flappy Bird’ app very rich ($50,000 a day).   It is a simple side-scroller game where the player controls a bird, attempting to fly between rows of green pipes without coming into contact with them. At the end of January 2014, it was the most downloaded free game in the iOS App Store. But the real money was made from the ad impressions.   This is an example of good content marketing and audience reach. Amazon are a brand with similar mentality gaining market share at the expense of initial profitability because they know their strength and financial longevity lies in the amount of people using their app and desktop sites.  



YouDirectories-Flappy-Bird-Content-Marketing  

In early 2014, Nguyen said Flappy Bird was dead “permanently,” a victim to its addictive nature and he withdrew it from the app store, no longer available to download. He says “Flappy Bird was designed to play in a few minutes when you are relaxed. But it happened to become an addictive product. I think it has become a problem. To solve that problem, it’s best to take down Flappy Bird. It’s gone forever.”   But when you have great content, you have people wishing to pay for exposure to that content and recently Amazon announced it had come to an arrangement where it can launch a revised version of Flappy Bird, called Flappy Birds Family, exclusively for Amazon Fire TV. The move is now set to make Amazon billions as they have instant demand of their new Amazon Fire TV from a loyal fan base of Flappy Bird fans worldwide.   If a brand wants to generate calls, clicks and store visits, they need an ad strategy that creates good content to engage consumers. This is the thinking that goes into our business directory advertising at YouCom Direct.  


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Required reference:

YouCom Direct News Article, Oct 2015, London, ‘Flappy Bird addicts’’.

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Search Engine Marketing
Rights Reserved YouCom Direct  

When consumers are looking specifically for a local business or service, they will run a geo-specific search.   They will either turn to their PYP which is by nature already geographically localised, or search via the web, mobile sites and apps with parameters that contain a city name or zip code.  

The search engine results contain business information from IYP style sites like yell.com comprised of business name, address and contact number.

The IMMR Local Search Study on ‘how consumers use local search’ Oct 2012 states that 40% of people use local search once a day, while 66% use local search 3-4 times a week. Quite simply, with such logical consumer search patterns and search frequencies, if a business isn’t focusing on their local search listings they will miss out on sales.

There are two objectives for an advertiser. Firstly to ensure their business locations are advertised in all the places that might pop up in a consumers’ local search. Secondly to ensure all current online listings show correct business details because sending consumers to a wrong location can affect their lifetime value to that brand.

There are many publishers providing a local search service which vary by country and there are many sources these publishers use to populate their business listings data. Understanding where consumers are searching (which varies by consumer type, county, country), the type of results they find and how to manage the sources of these results is the key to local SEM success.

High usage sites like Yell.com will produce a CTR and call volumes to yield a low CPC, justifying paid for listings that rank higher in local searches (yell.com for example has 10m monthly visits). Often because of such advertiser investment, their services improve with mobile apps and other ways to connect to consumers.

Other sites have less usage and these are where the listings already present need to be managed to ensure their details are correct. Frequently the sites trying to establish themselves as an IYP alternative will offer pay by results programs where the CPC is guaranteed. Mastering local search in a local market is the key to effective SEM  

Glossary:

PYP (Print Yellow Pages);

IYP (Internet Yellow Pages);

CTR (click through rate);

CPC (cost per call).

SEM (Search Engine Marketing)


Data source:

YouCom Direct Jun 2013; IMMR Local Search Study Oct 2012


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Required Reference:

‘YouCom Direct News Article, Jun 2013, London, ‘How online directories affect the bottom line.’

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Search Engine Marketing
YouDirectories-Yahoo!-joins-forces-with-PagesJaunes-IMAGE-HP

When Yahoo! And PagesJaunes announced their partnership at the end of January 2013; it signalled a rise in performance for the French directory’s IYP listings. PagesJaunes is a major innovator in the French local search space online and this partnership means Yahoo! will have access to the millions of local business listings in the PagesJaunes database.  


YouDirectories-Yahoo!-joins-forces-with-PagesJaunes-IMAGE-2

Equally all business listings in the French directory site will benefit from the increased visibility of Yahoo! search parameters. As of February 2013, France’s PYP and IYP reach more than 90% of French consumers. Quite simply the local search scene varies significantly by country and France has fewer competitors to the local search space than the UK or US, in addition to SEM operating in different ways to its Anglo-American counterparts.


YouDirectories-Yahoo!-joins-forces-with-PagesJaunes-IMAGE-3

There are growing alternative IYP directories which can complement a program but this is still a strong partnership.

by YouCom Direct

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Required reference:

‘YouCom Direct News Article, Feb 2013, London, ‘Yahoo! joins forces with PagesJaunes’

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