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Yellow Pages Advertising is Still Good Advertising

I guess the Ad Guru knows a thing or two.

Reading the findings of a recent study on MarketingCharts.com, I was surprised to see just how successful YellowBook advertising still is in a world supposedly driven by the almighty web.

Some other morsels from the study:

  • 82% of online local searchers follow up offline, via an in-store visit, phone call, or purchase; of these searchers, 61% went on to make purchases.
  • Traditional advertising triggers branded online searches:
    • Between 60% and 90% of searches for heavily advertised categories such as pizza, insurance, banks and financial institutions were branded
    • 30-50% of keyword searches were general in nature for low-branded categories, including Auto Service and Home Services.
  • A majority of local searchers – 60% – first go online for conducting a local search:
    • 30% of searchers use general search engines, such as Yahoo or Google.
    • 17% use internet yellow pages (IYPs)
    • 13% use local search sites, such as Citysearch.

What does it mean? There are all kinds of takes. For one, it only fortifies the popular belief that it’s small, local business that can actually grow the most due to “New” Marketing. Secondly, it gives new value to traditional advertising. If an ad leads to a branded search, and 60% of the time that leads to a purchase, then that’s saying something.

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