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The Key Word: Preaching to the Conversion Minded
The More the Merrier – The Benefits of Multiple Local Numbers in Ads

A couple months ago DAC Group Senior Research Manager Lynn Duffy wrote a blog post about the benefit of having a local number in a print Yellow Pages ad. She discussed the success of some current testing by one of our clients that had added local numbers to ads that traditionally featured a single toll-free …Read full entry

Value added service—local phone numbers!

With nearly a decade of testing and measurement experience in both print and online Yellow Pages, I can tell you one thing for sure, service related businesses should be advertising a local phone number. Why, you ask? Because local phone numbers have been shown to bring upwards of 68% more leads in total, on average …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

Can Directory Publishers Continue to Dominate Local Markets?

Recently, directory publisher AT&T reached a deal to sell a majority stake of their Yellow Pages division to Cerberus Capital Management, a deal that values the business at about $1.42 billion in equity.  They are one of many directory publishers who have had to  re-organize their businesses in recent years. For decades, directory publishers have …Read full entry

Don’t Write that Obituary Just Yet…Print is Alive and Well!

When I joined DAC Group’s research department six years ago, one of the tasks that landed on my desk was to track monthly the number of Yellow Pages directories in print in both the U.S. and Canada.  I never gave the task much thought, but the figures recently have been hard to ignore.  The U.S. is …Read full entry

How to Increase the Effectiveness of Your Local Directory Ads

Do you get 80% of your leads from your top four markets? Is your franchise aligned to service only certain zip codes? Do you know what directories (if any) your customers are using?  Successful local search campaigns are built through targeting specific local market areas and ensuring that your message reaches consumers in that area. …Read full entry

The Great Digital Marketing Divide: Bridging Clicks & Bricks

This is the first installment of a multi-part blog series on the growing gap between online marketing efforts measured through online transactions and online marketing measured through offline behaviors.  It’s easy to understand why marketers love online marketing. It’s just so measurable. I spent years in print and broadcast media, and demonstrating return in those …Read full entry

Local Marketing: Customers Left Out in the Cold

For businesses, local marketing usually deals with the people that they wish to include: Those living in the target markets served by the business, and those living in markets that the business would like to develop. Time, money and effort is spent understanding who these people are, what they need and want, how to reach …Read full entry

SMX Day Three Recap: Chasing the Conversion

This is part three of a three part series on SMX (Search Marketing Expo) 2011 at the Javits Center in Manhattan. Read part one here and part two here. The first two days of SMX focused on search marketers chasing Google and Google chasing the searcher. Day three was about everyone chasing the conversion. The sessions I …Read full entry

What is Schema.org?

There’s been a lot of buzz leading up to the launch of Schema.org.  The first thing that makes Schema.org a big deal is that it is agreed upon and standardized.  The second thing that makes Schema.org a big deal is the essence of what it does.  Schema.org provides a standard protocol to add more details …Read full entry