I asked Bill Dinan, president of Telmetrics, to write our very first member blog for InsideYP on what we all know is an important topic – ROI. Telmetrics recently released some interesting data on lead generation from print Yellow Pages, and Sebastien Provencher, Greg Sterling, and Kelsey Group have had it on their radar screens.
So, here’s what Bill had to say:
Today’s volatile economic climate and the proliferation of media have put marketing budgets under intense scrutiny – making tracking advertising ROI and results a number one priority for marketers.
As a result, performance measurement tools are in greater demand. Advertisers have found transparent measurement tools with Yellow Pages – namely call and URL measurement. Tracking Yellow Pages lead generation through unique phone numbers and URLs (used only in those ads) proves the consumers that the medium delivers to advertisers.
From a data review of 1,200 Yellow Pages ads running November 2008 to April 2009 with unique phone numbers and URLs, we know that print advertising drives calls and clicks. In fact, tracking unique URL activity in addition to call measurement shows a 78 percent increase in the overall leads driven by print Yellow Pages.
Without tracking unique URL activity, Web traffic leads could be attributed to another medium – highlighting the importance of transparent ad measurement. This type of value isn’t offered by any other advertising medium today and continues to be a key differentiator and value proposition for the Yellow Pages industry.
Our opinion? Over the years, many have tried to position print Yellow Pages as a gateway to additional information. This study from Telmetrics quantifies and proves that a substantial number of leads that have heretofore been attributed to the internet are in fact a direct result of print Yellow Pages advertising. These data will go a long way in proving the value of our medium to both existing and perspective customers.
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