With the continued increase in the use of the internet to source supplier information, the role of online directories is becoming more important. It is therefore essential for advertisers to consider their role within the directory advertising mix.
Online directories work in very much the same way as the printed directories. They are used at the point the consumer is sourcing supplier details to make a purchase and it is widely acknowledged that around 4/5 searches result in a phone call. However, the key differences (and advantages) are that adverts can be uploaded very quickly; response is immediate and copy can be changed instantly, rather than being in circulation for 12 months.
Whilst the role of an online directory is very different to and should not be compared to online search portals like Google, advertising opportunities are now being expanded to include similar search facilities and payment on performance advertising in addition to the more traditional enhanced listings and banner adverts, available through classification searches.
There are a number of players in the market.Yell.com is the market leader, with online counterparts also from Thomson and Phone Book in addition to various standalone directories.
Use the links below for further information:
- Yell.com
- ThomsonLocal.com
- The Phonebook Online
- 192.com
- Scoot.com
- 118.com
- Kellysearch
- TouchLocal.com
- Kompass.co.uk
- Seek.net
Since the role of online directories is very different to other online products, they require a different approach and for this reason are often incorporated within an advertiser's directory programme rather than their online programme.
Questions we are often asked by our clients include:
- How much should we be spending online?
- What should the mix be between online and offline to ensure maximum return and widest reach?
- Through which online directories can we best reach our target audience?
- Which type of online advertising should we use?