I spoke at some length to Telmetrics‘ Bill Dinan yesterday, at the YPA event. We talked about a range of topics tied to the state of yellow pages. One of the most interesting things that Dinan told me about was Telmetrics placement of unique URLs in YP print ads as well as call-tracking numbers.
Bill said that they were seeing the print directory drive a lot of online lookups, tracking the unique URLs. He expressed some degree of surprise about the volume.
But this behavior, traditional media –> search/online –> phone/store, is the pattern reflected in consumer behavior and interaction with media at large. Rather than playing various media or platforms off against each other, people need to see how they complement one another or work together at different points in the consumer research process.
April 29, 2009 at 3:47 pm |
Is Telmtrics service like Personalized URLs? How long has his service been in trials with YPs?
Any data on which other channels like direct mail or newspapers have had the most success?
April 29, 2009 at 4:10 pm |
soooooooooooo 2002 ………
April 29, 2009 at 4:14 pm |
April 29, 2009 at 4:54 pm |
I guess that’s a no by all accounts…
April 29, 2009 at 8:22 pm |
Traditional media driving online usage and emails is now as seamless as generating phonecalls. I don’t think there is a delvery van, billboard or print ad here in NYC that doesn’t have a “WWW” on it. Glad to see someone is doing some measurement of this!
April 29, 2009 at 8:29 pm |
Lots of discussion at OMMA Mobile about integration of SMS with traditional media as well.
April 29, 2009 at 8:55 pm |
I can imagine. Within another 24 months I think “local” and “mobile” will we be one in the same. We’ll chuckle as those “old” laptop and desktop pc’s we used for local search!
April 29, 2009 at 8:56 pm |
Mobile and local are overlapping but not identical in my mind.