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


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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.  




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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!



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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).  

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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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Search Engine Marketing
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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
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Emil Morales, senior vice president at TNS and panel moderator, kicked off a local search discussion by showcasing the independent TNS study results indicating print Yellow Pages extends the reach of other local media. The data shows consumers use print Yellow Pages in conjunction with all other types of local media prior to and following the decision to buy. The discussion can be viewed here: http://goo.gl/8eKjeZ  


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The director of national marketing at YP also discussed the strong volume of call counts and the high return on investment advertisers receive from print directories. He said ROI for print ads is 13:1 and that call volumes are up 8% year-over-year, generating 35% more calls for existing customers, according to CRM Associates’ latest study. The YP national marketing director also talked about the significance of knowing your ideal customer, stressing that for many traditional Yellow Pages categories with desirable demographics like baby boomers and seniors, print Yellow Pages is still driving leads.  

Eric Webb, president of Marquette Group, focused on the importance of “a print and” strategy, noting that advertisers should consider print with other media.  


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Dave Wolf, managing partner at Link media 360, said “the challenge facing print is the fragmented media environment with numerous competing products and platforms available for advertisers to reach consumers. Print Yellow Pages should no longer be the primary medium but a necessary addition to ‘ground’ online traffic that might not reach certain [older] consumer groups.”  

Data source:

2013 Local Search Association Conference, Las Vegas, NV, USA. Ref: Article from the Local Search Insider, April 18, 2013.

Required reference:

‘YouCom Direct News Article, Apr 2013, London, ‘Print directories in a multi-platform world.’

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