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The Key Word: Preaching to the Conversion Minded
Superstorm Sandy Drove Yellow Pages Usage

Back in August I blogged about how our testing program for a waterproofing client gave us a clear view of the effectiveness of print Yellow Pages after Hurricane Irene and Tropical Storm Lee hit the East Coast and mid-Atlantic region late in the summer of 2011. Calls to the advertiser’s tracked lines went through the …Read full entry

Myth Busters – Dispelling Misconceptions about Yellow Pages

Five years ago, at Microsoft’s Strategic Advertising Summit, Bill Gates made the following prediction: “Yellow Page usage amongst people in their, say, below 50, will drop to zero, near zero over the next five years.” Five years later, I can assure you that his prediction did not come true. Not only is the industry still …Read full entry

Life Events Drive Yellow Pages Usage

Print Yellow Pages are a unique medium in that they’re only used when consumers are looking to make a purchase.  There’s no other need to open that Yellow Pages directory other than to pick a business and make a purchase.  That means that Yellow Pages users are highly motivated and ready-to-buy.  While other media waste …Read full entry

Yellow Pages Year-Over-Year Growth and the Importance of Call Tracking

Back in April I wrote a blog post that encouraged all of the Yellow Pages obituary writers out there to put down their pens and re-examine the facts.  Sure enough, more evidence emerged last month that the medium is still a major destination for ready-to-buy shoppers. A recent study released by CRM Associates showed that …Read full entry

Cleveland AMA Recap: Digital Lead Generation Minus the Guesswork

DAC Group held an American Marketing Association (AMA) lunch series session titled “Digital Lead Generation Minus the Guesswork” yesterday at the Doubletree Hotel in Cleveland. DAC’s Vice-President of Client Strategy Nasser Sahlool led the afternoon seminar. Topics discussed included: digital trends, SoLoMo – Social, Local and Mobile channels, methodologies to succeed in a dynamic digital …Read full entry

No One Likes to Zoom and Fumble: A Business Case for Dedicated Mobile Pages

There seem to be two types of companies: Those who get mobile, and those who don’t. It’s often a function of cost; they’re investing in search, SEO, local listings, landing pages… Mobile is simply one more line item. If a visitor can already access a site on her mobile device, no matter how poorly, a …Read full entry

Think Twice Before Dropping Directory Ads

Even in these recessionary times, advertisers who maintained their directory ad programs experienced an increase in calls, profit and return on investment. A recent Patek analytics study looked at directory ads published between 2008-2011, comprised of 1572 ad programs, spanning 86 headings. This study provides more evidence that directory ads continue to provide outstanding value …Read full entry

5 Free Social Media Monitoring Tools You Should Be Using in 2012

I am going to start by assuming that social media is already a key part of your marketing strategy (if it’s not, please watch the video below, and take a giant leap into the present). Now, for those of you who are active in social media, I’m sure many of you will attest, implementing social media …Read full entry

Testing 1-2-3

I’m a self-admitted testing geek. What should you test? In a  straight A/B test, you pick one variable to test, and keep everything else the same. Lots of people make two very common mistakes with this: Either they try to test two variations that are so different that it’s impossible to know what caused the …Read full entry

“Nobody Seems to Love Facebook Anymore”

12-year-olds analyse the Instagram purchase. Image credit: @PatrickMoorhead One meta network to rule them all: Why we remain beholden to Facebook In this week’s Sales Source column in Inc., Geoffery James gets his hate on for Facebook. James argues that, because LinkedIn fills a dull but pragmatic niche, it will outlast Facebook. According to James, business people …Read full entry