One of the hard and fast truths about print Yellow Pages advertising is that the ads at the front of the heading almost always generate more calls and leads compared with those further back. The current trend is for small-business advertisers…
Over the past two months, we have been talking with sales reps in a variety of local media outlets who are selling search engine marketing. While we feel like some sales organizations are making headway in selling a significant volume…
In this economic downturn, I’ve heard so much talk about one medium or another making claims that it is delivering all the leads and traffic a company needs. Online selling against Yellow Pages, Yellow Pages selling against newspapers, newspapers selling…
Having been through the post 9/11 advertising downturn with a Yellow Pages sales agency, I can attest that 2001 and 2002 saw a dramatic increase in bad debt and slow-paying customers. Some publishers in the U.S. went from 2 percent…
A recently released research paper from Integrated Media Measurement Inc., based on data from 3,000 panelists in six major markets, finds that multi-platform advertisers see increases in the number of consumers they reach while also significantly improving conversion rates. According…
I read with interest a recent blog post on the Utah Web Services site that really hit home with me on how SEM and SEO are being sold and how they should be sold. SEM and SEO are inherently technical…
Over the past several months, The Kelsey Group has been talking with a number of sales managers and directors of companies in the directory, newspaper and online space to understand the challenges of recruiting, hiring and training online reps. The…
Elizabeth Gage of PCM International posted a well thought out blog on the challenges small and medium-sized businesses face when purchasing search engine marketing campaigns, either on their own or through Yellow Page publishers. After reading her thoughts on the…