At least three companies that publish yellow pages phone directories are fiercely competing for market share - large phone directories pulled 13.4 billion searches last year, and it’s a $31 billion industry, per the Yellow Pages Association - and Yellow Book is hoping to boost its presence with a new integrated campaign.
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The Yellow Pages industry is being pressured to provide more audience measurement to its national advertisers.
If you wish to court veterinary book buyers, Vietnamese beauty salon owners, or people celebrating marriage or a baby, there are some new lists to meet the task.
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Yellow Pages usage in 2007 grew to 17.2 billion searches, up from 16.7 billion in 2006, thanks to the growth of internet Yellow Pages (IYP), the Yellow Pages Association (YPA) announced, citing industry research (via MarketingCharts).
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The multi-category travel sector (containing brands such as Lastminute.com, Expedia and Thomson) received the most click-throughs from UK searches in July, according to (pdf) a Nielsen/NetRatings study of which sectors receive the most UK click-throughs from search engines, writes MarketingCharts.
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While B2B marketers rate the quality of registrations on their own websites twice as high as those from other sites, it’s likely that their perception is at odds with the buyers’, according to a joint KnowledgeStorm Inc. and MarketingSherpa research study on how marketers’ practices align with technology buyers’ expectations and preferences regarding content distribution.
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Click to enlarge Yahoo is expected to announce today that it is creating a mobile advertising network geared for cellphones. The service will allow marketers to place ads on Yahoo’s mobile services, as well as on those of other publishers.
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In an example of a media company tapping an additional potential revenue source over weakening traditional ad models, Scripps Networks is launching via its HGTV website an online shopping portal that’s a form of advertising.
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Wall Street is apparently abuzz about a huge potential internet alliance - most likely a Yahoo-eBay partnership - but also possibly involving others, including Google and Microsoft, writes the New Zealand Herald (via MarketingVOX), citing a JP Morgan report. According to eBay spokesman Hani Durzy, the company works closely with the major search providers, but he would not address a potential Yahoo relationship. “We don’t comment on rumors and speculation,” Durzy is quoted as saying.
UPS has enhanced several of its web-based technology tools in order to better facilitate global trade, DM News writes.
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At the Direct Marketing to Business Conference yesterday in Orlando, CMP Media unveiled its new suite of database marketing solutions and sales lead development, BtoB writes.
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The number of catalogs available only online this year reached 1,320, almost double the 772 online-only catalogs from last year, according to the 2006 National Directory of Catalogs released last week, writes DM News.
A new study released by email service provider ExactTarget found that though list size proved one of the strongest determinants of email open and click-through response rates, it varied inversely with email responsiveness, writes Adrants. ExactTarget suggested that this indicates that as list size grows list segmentation should be considered.
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List brokerage ParadyszMatera’s most recent list universe report found that consumer catalog lists lead other consumer file types in year-over-year growth, writes DM News.
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List company DM2-DecisionMaker has launched Data Enhancement, a new service that enables direct marketers to reach new and more qualified prospects by enhancing their existing house files with in-depth demographic information about target contacts, the company announced. The service delivers the ability to learn more about customers, discover new contacts, and target more qualified prospects.
DM2-DecisionMaker manages a database of 13.5 million postal and 2.3 million email addresses of sourced business professionals from 25+ industries.
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PodShow, the company started by Adam Curry and Ron Bloom to help commercialize podcasting, has acquired Podcast Alley, a grassroots directory that played a big role in stimulating the popularity of the medium, according to Silicon Beat. PodShow promotes podcasts and finds sponsors for them, and also helps mainstream companies produce and distribute them. The announcement comes less than a month after the news that PodShow received $8.85 million in funding from Kleiner Perkins and Sequoia.
An urban myth is once again circulating via email claiming that proposed directories of cell phone numbers are being compiled for use by telemarketers and that, unless you get your number on a do-not-call list, you will be marketed to. And once again, the Direct Marketing Association (DMA) has had to resort to reminding consumers, legislators, and regulators about the truth surrounding cell phones and unsolicited telephone marketing calls: that it is illegal for solicitation calls to be made to wireless phone numbers without clear permission from the individual, and that the DMA and its members vigorously support enforcement of the absolute restriction on unsolicited calls to cell phones for marketing purposes.
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