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Advertising
Copywriter:  Account Executive, YouDirectories
Thinking if you need to advertise Every business owner knows that attracting new customers has to be a priority. The minute we stop is the minute our business starts to struggle. No new customers, means no new sales and we all know what no new sales means.   The average person now spends more time online than with TV and all other media combined. Spending on digital marketing is projected to increase on average by 12 percent to 15 percent. Social media’s share of the total marketing budget will grow from 10 percent in 2015 to 14 percent this year. Presently most small businesses struggle to measure the results of digital investments and nearly one in five don’t track anything at all.   YouDirectories - Do you need to advertise We suggest you set up a Twitter account and send emails because they will cost you nothing as does referrals and cold calling. These are all tools you can add to your marketing strategy and are relatively simple to do. But what about advertising? There are so many options it can be a challenge to know what is the best medium for your business.   YouDirectories are a specialist agency, we focus on business directory advertising and local search. Our clients outperform their competition. Their call volumes are higher than before they worked with us, their clicks are higher, their stores are more sold out than their competitors and nine out of ten campaigns we run are pay-per-lead where they don’t even pay until the advertising performs.   YouDirectories - 5 reasons to advertise 1. Build awareness No one wants to have a business that the public have never heard of. We all want to build powerful and successful brands like Virgin and Coca-Cola.   You may not have the advertising budget that these big brands do but whatever you invest can create campaigns that will achieve your goals and objectives. Focus on investing money where it will be most effective and get in front of the right people for your business.   Benefits of increased positive brand awareness include:
  • Increased sales
  • Increased customer loyalty
  • Increased word of mouth marketing
  • Building and keeping your brand in the top of consumers’ minds
  YouDirectories - 5 reasons to advertise 2. Target your audience Advertising allows you to target a particular industry, geographical area or age group. If you can produce an effective and attractive marketing campaign and get it out to a focussed and targeted market, you will get results.   YouDirectories can measure the results of any advertising campaign you use to attract your target market. This will help you determine which efforts are successful and worth repeating and which don’t give you a return on your investment. We can guide you on how to advertise to attract your audience using proven tactics that produce measurable results. YouDirectories - 5 reasons to advertise 3. Beat off your competition Continuous advertising is important in fighting off those competitors you are up against. If you find many of your competitors are advertising then the chances are, you need to join them. What chance does your business have if your competition is getting their name out to the masses and you don’t?   Do some simple research on where and how your competitors are advertising and this will give you some clear insight into the next steps you should be taking.   YouDirectories - 5 reasons to advertise 4. Advertising means more sales The United Kingdom ranks fourth among the world’s largest advertising markets and second among markets in Europe. UK advertising expenditure was estimated at £19.66 billion in 2015 according to the AA/WARC Expenditure Report, with growth to approximately £20.7 billion expected in 2016. These figures are a reflection on the way businesses are taking ad spend more seriously.   In the United States, Marketers spent $4.4 billion on mobile advertising in 2012. That figure doubled to $8.5 million in 2013; and that figure is projected to quadruple to $31.1 billion by 2017.   Advertising works, businesses choose to spend their money on advertising because it helps them grow their business. If it didn’t then they wouldn’t do it. Businesses that succeed are usually careful and steady advertisers. Take a look around and you will find that the most creative and consistent advertisers are more often the most successful.   Contact us, we can discuss the best methods of building awareness, get to your target market, beat your competition and gain more sales.   Follow the YouDirectories news posts to see the next developments.   Glossary: ROI – Return On Investment   Required reference: YouDirectories News Article, Aug 2016, London, ‘Why advertise?.
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Advertising
Copywriter: Account Executive, YouDirectories

Superbowl Advertising with YouDirectories

On the 7th February 2016, two National Football League teams from the 2015 season met at San Francisco’s Bay Area, Levi Stadium in California. The whole of North America was excited to watch the Denver Broncos and the Carolina Panthers. Just 71,088 fans watched the match inside Levi’s stadium, but the 50th Superbowl drew the whole world to its glamour, action and of course, it’s adverts and half-time performers.   YouDirectories understands how advertising your business during big events like this offers many benefits. Any company looking to market their business online effectively needs to look at a mix of solutions, including search engine optimisation, an online marketing strategy and to always consider the advantages of online local search marketing.   Superbowl advertising with YouDirectories A 30 second advert aired during the game cost £3.45 million. About 12 days before the event, the advert space was not completely sold. As an advertiser you would look into the statistics behind placing an advert for such an event, for example in 2015 there were 114 million people viewing the game and 47 percent were women. This is significant data!   Superbowl advertising by YouDirectories People who watch the Superbowl do so not just for the game, about 18 percent of adults surveyed claim adverts run during the game is what motivates them to watch the event. 10.3 percent said the adverts influence their buying decisions. Advertisers know they have to put on a show for 30 seconds, but with the Superbowl, adverts also get free publicity across the internet, newspapers, magazines and shows on television. Celebrities are featured in the advertisements and use their millions of followers on Twitter and other platforms to spread the ads even further.   Superbowl advertising by YouDirectories Adverts have to be of high quality, it’s expensive but rewarding for companies that can afford it. For small time businesses, there’s still a chance to reach thousands with an equally effective media campaign without breaking the bank.   YouDirectories uses content marketing and geo-targeting to help businesses stay ahead of their competition. Generating store visits, clicks and calls requires an advertising strategy which engages consumers, exactly what YouDirectories are currently doing for their clients. Follow the YouDirectories news posts to see the next developments.   Required reference: YouDirectories News Article, April 2016, London, £3.45 Million for an Advert’
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Technology
 Copywriter: Matt Roberts, Group Account Director, YouDirectories
Bitwalk sunrise by YouDirectories Imagine being paid to walk.  Every time you walk to the shops, walk to work, walk to school, walk anywhere, someone pays you money.  Well that’s what Nissan Bahar and Franky Imbesi have created and it’s taking the world by storm.   Their mobile app counts and verifies each step you take, earning the walker 1 BW$ for approximately 10,000 steps (about five miles).  Immediately you can see it won’t earn you vast sums quickly, but hey you’re paid just for walking to work which you’re going to do every day anyway.. Bitwalking by YouDirectories The mobile app reports the speed and type of movement as measured by the accelerometer.  However, the total amount a person can earn in one day will be capped at approximately 3 BW dollars (nearly 30,000 steps).  That’s potentially 90 BW dollars a month (£65 approx.). The Bitwalking team have also developed algorithms to prevent users operating multiple accounts.   In 2015 and early 2016, there has been a trend for fitness trackers with Sony, Garmin, Fitbit to name a few all producing wrist bands that monitor how far you’ve walked.  The Bitwalking app just goes that one ‘step’ further by offering an extra incentive to keep fit.  In 2016 a Japanese electronics manufacturer is already working on a Bitwalking wrist band that will let users earn without needing to have their mobile with them.   Bitwalking with YouDirectories There are many potential advertisers and partners for such an idea.  Shoe manufacturers will be quick to come on board, health insurers (think of the advertising campaigns by Prudential life insurance), environmental firms and anyone courting publicity (Virgin are already linked to Bitwalking).   There would be a lot of local search data from all of the users walking around their town or city which potential advertisers could have access to.  This alone would generate the real-dollars needed to get the scheme off the ground.  Foursquare was a directory app which did similar, providing user’s local walking data to advertisers by way of informing them when users ‘checked-in’ to a shop or business.   Concerns over privacy of individual users walk patterns were answered by the co-founder Nissan Bahar who stated “That won’t be for sale.  We may explore offering advertisers the opportunity to focus on different groups depending on how active they are, but we won’t pass on any information relating to individual’s movements.”   Employers could be invited to participate where their employees are encouraged to be healthier and the Bitwalking currency that they earn could be converted then paid in their salaries.   Bitwalking buys coffee with YouDirectories It’s estimated that western world users would earn on average 15 BW dollars a month.  It is unlikely users could swap BitWalk dollars for real money but they would be used to buy goods much like the barter system in place before money was invented.  Businesses that offer free coffees when you buy nine drinks (think Café Nero) could very easily get on board.  Franky Imbesi says “For some Bitwalking will be a free cup of coffee a week perhaps offered by local businesses to encourage people to explore their local shops. For others it could be a game changer, transforming their lives by enabling them to earn and trade in the same way with the rest of the world.”   Bitwalking helps the poorest That is a major point of appeal in the developing world.  Poorer individuals where people have to walk far to go to work or to school or just to collect their daily water, could all see real tangible benefits.  In this way the western world that has long taken part in philanthropic charity events to help those in need, could help the poorest in the world.  Some charity donations never reach their intended recipients due to charity overheads, corrupt local government officials or local gangs who steal food and other goods funded from Western charities.  But if Western companies working with Bitwalking could provide goods that users can exchange for their Bitwalking dollars, those poor individuals would directly receive the benefits.   The online store will sell goods for the same price in BW$ as US$.  Now the 15 BW dollars per month doesn’t seem so low.  $15 is approximately £10.00.  There could be many goods bought for say three months’ worth (£30.00) and all from just walking. Keeping the virtual shelves of this online store fully stocked will be one of the first challenges for the new idea, but so far, so good.   Of course with such a new platform it isn’t available to download in the app store.  It is invite only but YouDirectories hopes you succeed and you can try your luck below; BitWalking Apply Here With YouDirectories

[APPLY]

    Follow the YouDirectories news posts to see the next developments.    Required reference: YouDirectories News Article, Feb 2016, London, ‘Paid for BitWalking’.
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Search Engine Marketing
 Copywriter: Lee Bratton, Account Manager, YouDirectories
YouDirectories-Yahoo!-partners-with-Yelp   On March 12, 2014, Yahoo! announced that it had partnered with Yelp to bring local review data into its search experience for both mobile and desktop. Traditional Yelp information, such as ratings, reviews and user photos became interlinked with and fed to Yahoo!   YouDirectories-Yahoo!-partners-with-Yelp-1 Following that US roll out, Yahoo! have now completed the same for the UK and some European countries. In the UK, like the US, this partnership is transparent with results clearly displayed as provided by Yelp. However due to the directory market differing greatly by country, in France where Pages Jaunes is such a dominant directory, Yelp provide the data feed to Pages Jaunes who in turn provide it to Yahoo! – See our earlier article from February 2013.  

YouDirectories-Yahoo!-partners-with-Yelp-2          YouDirectories-Yahoo!-partners-with-Yelp-3

  Yahoo! is no longer a company known for its search products following the outsourcing of its search technology to Microsoft. Yahoo! has since tried to slow or escape from under its search deal with Microsoft, given that the partnership has failed to perform up to financial expectations. However it does want search to be a focus for its business and with local search comes local reviews.   YouDirectories-Yahoo!-partners-with-Yelp-Feedback   Yahoo! Local isn’t the only search engine to have abandoned their own local reviews and switch to a data feed from Yelp. Bing partnered with Yelp in 2012 and now include not only reviews, but ratings, images and other data. This leaves Google as the one remaining search engine giant yet to abandon their own Google+ reviews in favour of the trusted data status of Yelp’s own review system.   YouDirectories-Yahoo!-partners-with-Yelp-Mayer Despite the competitive challenges, Yahoo Chief Executive Marissa Mayer recently declared that the company is “long in search,” stressing, “We do intend to continue to invest in the search user experience, and in really making sure that Yahoo! users on the network ultimately really get a tremendous experience.”   In a recent blog post, Anand Chandrasekaran the then senior director at Yahoo! was quoted as saying “Now when you use Yahoo! Search to look up a local business in the U.S. on your smartphone, tablet, or PC, you’ll see user reviews, business information, and star ratings from Yelp. We’ve also added a new photo viewing experience to show high-quality photos from Yelp, other partners, and the businesses themselves.” YouDirectories-Yahoo!-partners-with-Yelp-Mobile   However, YouDirectories have identified that the partnership is not totally a good thing for business due to the nature of review management. Many business owners have built a good Yahoo! Local profile with lots of really good reviews over many years. The Yelp-Yahoo! partnership seems good for them because Yelp is very popular for leaving business reviews and it would certainly help brands to have reviews from a well-known established review site. But what many don’t realise is that years of accumulated Yahoo! Local reviews can be replaced in favour of a single Yelp review. The current process is that as soon as a business gains its first Yelp review, Yahoo! removes all the old Yahoo! Local reviews, rather than archiving them. The picture of the brand created by years of reviews just disappears overnight… YouDirectories-Yahoo!-partners-with-Yelp-Elephant   When users go and look at a business to see the reviews, it’s pretty common for users to bypass those businesses that only have a single review, in favour of those businesses that have a longer history of reviews. This means that if your brand is on Yahoo! with lots of reviews and you don’t have presence on Yelp with lots of reviews, then you risk losing them to be replaced by a single Yelp review that someone decides to leave on the Yelp site. The good news for Yelp is this now makes directory listing management on the Yelp country sites more important than ever. Very simply, if you manage your Yelp listings you’ll remove the user-generated listings of your business and create a platform for future reviews which will filter into both Bing and Yahoo! YouDirectories-Yahoo!-partners-with-Yelp-Socialmedia   Follow the YouDirectories news posts to see the next developments.   Required reference:

YouDirectories News Article, Aug 2015, London, ‘Yahoo! Yelp partners’.

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Search Engine Marketing
YouDirectories-The-Changing-Face-of-Local-Search-HP

Where will consumers be most receptive to advertising?

The face of local search engines has changed a lot over the last 18 years. YouCom Direct have produced the above infographic (see bottom of article for the full 18 year analysis) showing interesting patterns of websites that have come and gone, but also patterns of the future. Twitter is now in the top ten and still widely expected to supersede Facebook in the future. AskJeeves which became Ask.com remains in the top twenty.   In 2014, more consumers engaged with brands on social media and our own Twitter feed serves as an example with many re-tweets and favourites for posts; https://twitter.com/YouComDirect.



The impact of Photos in Business Directory Listings by YouCom Direct

We also advise companies to create a managed YouTube page whose videos can be used to drive calls from directory listings.  YouTube which can be seen was ranked fourth in 2014, has reached its highest popularity to date.  



Local Search since 1996 by YouCom Direct
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   Required reference: ‘YouCom Direct News Article, Jan 2015, London, ‘Local Search Changes’

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Search Engine Marketing
YouDirectories-Local-Search-Behaviour-Survey-HP

Local search behaviour survey of 3,000 people reveals how consumers search for and buy from businesses online.  

Purpose This was a study into how people search for local businesses and how that search is conducted when using various computer devices. The purpose is to determine whether YouCom Direct are advertising for clients in the most efficient way that would deliver the highest ROI (client sales etc).  

Study Sample This was a study of 3,000 people (3,000 responses collected) via an email survey. Respondents have been categorised by the local search site they last used to find a business online.  

Definitions; Search: A results page displayed in response to user-defined search parameters.

YouDirectories-Local-Search-Behaviour-Survey-1  

Local Business Search: A search that returns data including a local business name, phone number, address, hours of operation, products, promotions, etc.   IYP (Internet Yellow Pages) / Local Search: Business directory searches on IYP and local search sites (traditionally a two-box search).


YouDirectories-Local-Search-Behaviour-Survey-2-Yell  

Portal Search with geo-local targeting: Search with local intent on a portal site such as Google Places, Bing Maps (below) etc. (traditionally a one-box search).


YouDirectories-Local-Search-Behaviour-Survey-3-Bing  

Industry facts The total number of US mobile phone visitors to search or navigation sites / apps grew last year from 90.1m to 113.1m (26% increase).*


YouDirectories-Local-Search-Behaviour-Survey-4-Graph

Tablet searches also grew to 38.7 million in the US (19% growth in 2012). More than half of users surveyed say they use mobile phones to search because they are away from home/office. At the same time PC and laptop searches fell declining by 17% for local business searches and 5% for non-local searches.*


YouDirectories-Local-Search-Behaviour-Survey-5-Graph

It is apparent that it becomes increasingly important for advertisers to ensure the sites where they advertise their businesses have good mobile site versions (and firstly whether the advertising is replicated on a mobile site or if that is additional cost).  

Survey Overview
The study revealed that consumers’ search behaviour has changed as the methods of searching for a local business have changed. The results show that the primary activity for consumers on mobile devices is search (56% for Search; 40% for Social Networking; 39% for News; 31% Weather; Entertainment news 30%)

The study also found tablet owners becoming less mobile and less concerned with ease of use. Map based applications have become increasingly important in local search with significant changes in the look and feel of sites such as Bing Maps over the last 12 months.

For businesses targeting online traffic, the results show local business searches via mobile phones were more likely to end with an in-store visit than PC or tablet searches. Those using a mobile phone or tablet were also more likely to make a purchase as a result of their search.

As the mobile market continues to grow, these findings show businesses need to re-think how they engage with local customers. Consumers now expect accurate, easy-to-access information on local businesses via a variety of computing platforms

PC and laptop searches have decreased over the past year.

Portal sites (Google, Yahoo, MSN, Bing) have seen an increase as the primary source of searching for local business information (rising from 30% to 36% in the last five years).*
 
Search behaviour of PC or laptop, tablet and mobile users is different
Tablet sales are outpacing smartphone sales. In just two years, tablet owners have reached 40 million (it took smartphones 10 years to reach that figure).

The survey found that the frequency of local business searches on smartphones remained constant, but interestingly local searches conducted on tablets has decreased in frequency in the last year. It is presumed tablets are being used more in a fixed location such as the home or office.

PC or laptops were shown to be used more towards the beginning of the search whereas mobile phones and tablets were used more towards the end of the search.


YouDirectories-Local-Search-Behaviour-Survey-6-Graph
Smart phone, tablet and PC or laptop users all rated accurate information as more important than depth of content.  

Local search using apps is increasing

Local Search Behaviour Study by YouCom Direct


Map based applications are playing an important role in local search, especially from smartphone users. Application based (app) local search has almost doubled in the last two years (significantly more growth than SMS and web browser channels). Interestingly, while Google dominates, the other applications drive noticeable volume of consumers searching for a local business.


YouDirectories-Local-Search-Behaviour-Survey-8-Yelp

The growth in consumer use of map based applications is evident in “traditional” online directories such as Yelp and ThomsonLocal.com who are altering the display of business listing searches to become more map focused.  

Detail required from a local search advertiser

The survey found consumers required their search to yield a correct address as the most important thing in a local business search.

Local Search Behaviour Study by YouCom Direct

Those using smartphones placed high importance on the telephone number (as expected) but also business hours and distance to the business from where they are (geo-location).

These features can be seen in online directories who have clearly undertaken their own studies to make their sites more appealing to advertisers.

Yell.com example of distance

YouDirectories-Local-Search-Behaviour-Survey-10-Yell
ThomsonLocal.com example of Business hours

YouDirectories-Local-Search-Behaviour-Survey-12-ThomsonLocal
60% of all respondents rated consumer reviews as important in their local search choice. However, only 26% actually found helpful reviews in their search for a local business. This indicates that whilst some advertisers might have good reviews or a successful online review marketing program, the industry as a whole is behind in this area. It could be concluded that were one company to significantly increase their reviews and manage the message of these reviews, they would have a significant edge over whether consumers chose them or their competitors.  

Use of Social Networking sites for local business searches

Local Search Behaviour Study by YouCom Direct

In the above graph, ‘active’ is a consumer who has actively used a social network to search for a local business. ‘Passive’ are the consumers who have connected to the business as a follower and are now susceptible to messaging.

From this we conclude that whilst for a company’s developed markets, social network sites might not be a priority because the sales uplift is harder to trace; for markets with low market share or low sales, it is a vital channel to have a presence. Below is an example of a storage company in the Netherlands who has created separate Twitter accounts for each store, encouraging store managers to gain followers that would later form a captive data set of dormant or active customers.


YouDirectories-Local-Search-Behaviour-Survey-13-CityBox

The graph revealed a slight decline in active searches for local businesses on social networks (15% to 13%), however the overall reach of the media remains high (58% of respondents using social networks say they are more likely to use a local business that a connection has recommended.  

Mobile searches are more likely to result in a sale

Of the respondents last local business search, those conducted by a smartphone were more likely to result in a visit to store than PC or laptop searches. Significantly, those using a smartphone to search were more likely to buy as a result of that search (78% of smartphone searches and 77% of tablet searches resulted in a purchase. The 15 mile study was conducted via comscore as an email survey collecting 3,000 completed responses. *Neustar Localeze Data  

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Glossary:

IYP (Internet Yellow Pages)

ROI (Return On Investment)


Required reference:

‘YouCom Direct News Article, Nov 2013, London, ‘Local search behaviour survey’

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Search Engine Marketing

Hyper Local SEM by YouCom Direct

There are several major media and technology companies showing an increased interest in the hyper local market so far. Here are some highlights;

  YouDirectories-Hyper-local-SEM-Image-Yahoo

bought
YouDirectories-Hyper-local-SEM-Image-Alike

and
YouDirectories-Hyper-local-SEM-Image-Stamped

Marissa Mayer, the recently arrived CEO at Yahoo, has already made several acquisitions in location marketing apps, two of which focusing on hyper local content. Stamped – an iPhone app to let people record and share information; and Alike – a mobile app that helps users discover nearby venues and places to visit based on their interests. As Yahoo! mounts a mobile offensive, Mayer uses her experience from heading up Google’s local division to build on personalisation and context-driven content. This will have an impact on the recent tie-in with the French IYP as Yahoo! Mobile expands.


YouDirectories-Hyper-local-SEM-Image-Facebook 
bought
YouDirectories-Hyper-local-SEM-Image-Gowalla
and
YouDirectories-Hyper-local-SEM-Image-Glancee

Facebook launched a local discovery feature called ‘Nearby’ in December 2012 and a powerful local graph search in January 2013. Much of their team developing the location marketing app ‘nearby’ came from Facebook’s acquisition of Gowalla (orange logo above) – a location based social networking site once viewed as Foursquare’s biggest competitor. Facebook also bought Glancee to strengthen its local discovery product. Glancee uses Facebook to find common friends and Wikipedia to match users based on interests relevant to one another.


  YouDirectories-Hyper-local-SEM-Image-Groupon

bought
  YouDirectories-Hyper-local-SEM-Image-Blink
and
YouDirectories-Hyper-local-SEM-Image-Sidetour

In Sept 2013, Groupon bought Blink, a last minute hotel booking app that competes with the likes of the heavily backed HotelTonight, and Hot Hotels. Its features focus on local area search mapping and room unlocking using the app itself for select chains. One week later, Groupon bought SideTour, a local marketplace where people can book places for small-scale, bespoke activities, and post their own events. Groupon says that SideTour will continue to operate as a separate entity “for some time” as its activity listings start to get distributed via Groupon’s email, web and mobile channels. SideTour has established an identity as a platform where people seek out special events that typically have no more than around a dozen other people in attendance. Activities include meals, wine tasting and cocktail-making tutorials in private homes, walking tours etc.



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Glossary:

IYP – Internet Yellow Pages (yell.com etc)

SEM – Search Engine Marketing

Required Reference:

‘YouCom Direct News Article, Sept 2013, London, ‘Hyper local SEM, the dynamics of location marketing’’

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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-Print-directories-in-a-multi-platform-world-IMAGE-2

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  


YouDirectories-Print-directories-in-a-multi-platform-world-HP

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.  


a Multi-platform world by YouCom Direct

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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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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