Posts Tagged ‘IYP’

BIA/Kelsey: Nearly Half of Online Consumers Use Internet Yellow Pages; Vertical Sites on the Rise

Wednesday, March 10, 2010

Following up on our post about new online marketing opportunities for small businesses, I wanted to share the results of a recent study published by BIA/Kelsey which finds that Internet Yellow Pages and vertical Web sites are now an integral part of the local shopping experience.

The exciting statistic headlining the BIA/Kelsey study is that nearly all consumers (97%) currently use online media when researching products or services in their local area—a clear indication of the growing importance of our industry’s local search efforts.

Specifically, the study found that nearly half of online consumers (48%) use Internet Yellow Pages before buying. In addition, the study found that 42% of online consumers use shopping comparison sites and 25% use vertical sites in advance of making a purchase.

This data is directly in line with our industry’s approach to the online local search, the details of which we’ve shared on this blog. Over the past few months, Yellow Pages companies have added a variety of new features, services, and outlets to boost their online presence and take advantage of strong consumer interest in existing and up-and-coming local search services.

I’m also encouraged by additional data which shows that consumers are now using an average of 7.9 different media sources when shopping for products and services in their local area, up from 6.5 sources in 2009 and 5.8 sources in 2008. Our industry’s integrated approach ensures that our clients are able to reach the largest audience possible on the growing array of platforms consumers are using.

March 10, 2010 | Leave a Comment
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Florists Searches Double in February

Monday, February 1, 2010

It should come as no surprise that in February, the number of “florists” searches just about doubles the monthly average for the rest of the year in anticipation of Valentine’s Day.

For our local business advertisers, generating leads is key.  Data shows that 85% of Yellow Pages’ shoppers follow-up with a purchase after searching the “florists” heading … and more than 40% of these shoppers will end up purchasing from a florist that they have not used before.

Another interesting factoid about this heading is that a greater number of consumers – about 31% – consult this heading from work either via print or Internet Yellow Pages compared to other headings – about 22%.

If you’re among the 28 million who will purchase flowers this year, take a look at the tips below from our friends at the Society of American Florists to extend the life of your bouquet:

  • If your roses arrived in plastic water tubes, remove them before arranging.
  • Remove any leaves that will be under water, taking care not to damage the green bark.
  • Re-cut stems by removing 1-2 inches with a sharp knife.
  • Immediately after cutting, place roses in a clean, deep vase of water containing a flower food provided by your local florist.
  • Check the flower food solution daily and make sure to keep it full, clean, and fresh. Replace the solution if it becomes cloudy.

Even with such TLC, your flowers are likely to last just a few days, but the ROI for “florists” advertisers remains strong year-round.  The “florists” heading is the 18th most referenced among more than 4,000 different Yellow Pages headings and generates over $30,000 in annual sales revenue per advertiser.

February 1, 2010 | Leave a Comment
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The Berry Company Transforms, Expands Digital Offerings

Friday, January 29, 2010

It’s the last day of a very busy month for Yellow Pages companies.  We came out of the gates of 2010 with a number of important stories about the transformation of our industry, from SuperMedia, R.H. Donnelley (soon to be known as Dex One Corp.), and AT&T.

So it’s no surprise that yesterday, The Berry Company announced that it was entering into contracts with two Web site development and search engine marketing companies, Yodle, Inc. and Web.com Group Inc. These partnerships will help Berry to further expand beyond its traditional roots in print publishing to become an integrated provider of both print and digital local search services.

Earlier this month, Berry announced a transformative effort to put it in a stronger position to assist small businesses in developing a multi-platform approach to their advertising, including print directories, Internet Yellow Pages, web sites, search engine marketing optimization and video.

I think the comment from Scott Pomeroy, Berry’s president and CEO, in his announcement this week was a great statement that reflects what’s going on in our industry at large.  He said, “The launch is the culmination of the strategy and plans we have been working on for the past two years.  We are expanding our legacy role as a print yellow pages publisher to become a local search services provider in order to meet our clients’ need for leads from the many sources consumers use today as they search for local businesses.  We have spent the last year re-engineering every aspect of our business, which we believe will fundamentally transform how we operate and serve our clients.”

I’m looking forward to seeing all the news of the past month turn into real results for Yellow Pages companies, and for our advertising customers as well.

January 29, 2010 | Leave a Comment
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What Will Yellow Pages Create for the Tablet?

Thursday, January 28, 2010

Yesterday in San Francisco, Apple CEO Steve Jobs introduced his company’s latest, highly-anticipated innovation – the Apple iPad Tablet.

If you’ve followed the news recently, you already know that tablets are not only expected to make waves as a new consumer gadget, but also as a means for old media publishers such as newspapers and magazines to reach new customers. In addition to Apple, HP has released a tablet device, and others including Dell, Lenovo, and possibly Microsoft are planning to release tablet devices later this year.

In his presentation, Jobs noted that the iPad will support the iTunes store, most applications already available in its App Store, as well as a new iBookstore with books from major and independent publishers. The iPad will also feature Wi-Fi and Bluetooth Internet connectivity and include an option for unlimited wireless data through AT&T.

With all the excitement surrounding the tablet, I’m eager to see what Yellow Pages companies develop to take advantage of this new technology. YP companies are already changing the ways we search for information online and via mobile. I can only imagine the possibilities that tablets will bring by providing YP clients with a greater ability to share dynamic content with their target consumers, wherever they are.

January 28, 2010 | Leave a Comment
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Canada’s Yellow Pages Group Adds Online Restaurant and Dining Community

Wednesday, January 27, 2010

Here’s an interesting story from our Yellow Pages friends up north: Yellow Pages Group, a leading Canadian local commercial search provider, announced this week that it has purchased Restaurantica.com, a popular restaurant and dining online community.

The move is the latest in a growing trend among Yellow Pages companies towards developing or acquiring new online and mobile tools as a means of generating new revenues.

Yellow Pages Group, which already runs the YellowPages.ca online search engine, will benefit from the addition of a restaurant-related site that hosts user reviews, which are becoming increasingly popular among users.

According to the company, 80% of dining decisions are significantly influenced by user recommendations and reviews. The site also comes with more than 50,000 restaurant customers, who will in turn become Yellow Pages customers.

Restaurantica currently lists around 400,000 restaurants, bars and cafes, with more than 200,000 user-generated reviews, according to the announcement press release. Additionally, the site, which has its own iPhone app, attracts more than 540,000 visits and 1.7 million page views per month.

New web verticals such as Restuarantica and EveryCarListed.com, a SuperMedia site dedicated to car sales, represent Yellow Pages’ expanding influence in the digital space – and a sign of more to come.

January 27, 2010 | Leave a Comment
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R.H. Donnelley To Exit Bankruptcy By End of January

Thursday, January 14, 2010

Yellow Pages publisher R.H. Donnelley is set to emerge from bankruptcy later this month after a U.S. court approved its reorganization plan. The move comes just two weeks after Idearc—rebranded SuperMedia—announced that it had exited bankruptcy.

R.H. Donnelley, which publishes 75 million Yellow Pages directories annually, is counting on new online and mobile offerings to help fuel its growth as consumers increasingly use those platforms for local search.

The Yellow Pages publisher is already making headway into the digital space. As we’ve noted, the company currently lists 11.5 million businesses online through its DexKnows.com Web site, supplies content for YellowPages.com, and has deals with search engines such as Google and Yahoo.

Additionally, it is offering online video advertising and reputation management for companies seeking to improve their online customer reviews, Reuters reports.

In a press release, David H. Swanson, chairman and CEO of R.H. Donnelley, said “R.H. Donnelley will become a stronger entity, better positioned to helping local businesses address their marketing needs.”

For more, read the company’s release here and a Reuters article here.

January 14, 2010 | Leave a Comment
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Intermedia Shopping Study

Tuesday, January 12, 2010

The Yellow Pages Association has released some interesting results from the just completed Intermedia Shopping Study (ISS) conducted by TNS. The purpose of the study is to measure consumers’ use of various media during the purchase decision process.

Print Yellow Pages + Internet Yellow Pages at 26.5% came in second to online services at 30.8% for the media used most by consumers during the purchase decision.  More importantly, print Yellow Pages extended the reach of search engines from 29.7% to 43.9%, an increase of almost 50%.

The top used headings for print and internet Yellow Pages are as follows.

PYP

1. Septic Tank Service
2. Funeral Directors
3. Plumbing Contractors
4. Glass – Automobile/Plate/Window
5. Appliances – Service & Repair
6. Roofing Contractors
7. Towing – Automotive
8. Electrician/Electrical Contractors
9. Locks & Locksmiths
10. Doors/Garage Doors

IYP

1.  Employment Agencies
2.  Movers
3.  Check Cashing Services
4.  Air Conditioning Equipment
5.  Building Contractors
6.  Apartments
7.  Nurses
8.  Glass – Automobile/Plate/Window
9.  Storage-HH and commercial
10. Septic Tank Service

The fact that only two headings (Septic Tank Service and Glass) appear on both lists once again demonstrates that PYP and IYP are mutually exclusive and are used for different purposes.

January 12, 2010 | Leave a Comment
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