The future's bright, the future's...

  • Yellow?

    The representative from Yell came to see me on Friday to talk about the clients who we look after the Yell advertising for.

    I had my speech prepared on how the printed Yellow Pages were dead for anything other than plumbers and double glazing companies and for our clients at least, it was now all about

    To a large extent, he got the speech. He put up a good fight though and I was encouraged by many of the things that I heard. There are some interesting developments available now or on the horizon, which show Yell has been listening to its customers.

    The objection about a lack of measurability of advertising in the printed directory has been addressed with the introduction of call-tracking. Call-tracking routes all calls through a dedicated local telephone number and allows accurate response statistics to be provided. Most business have no idea how many calls their Yellow Pages adverts are generating and this is, therefore, a step in the right direction.

    More exciting is a move to pay-per-call charging. Using the call tracking system and combining it with predictive data, Yell will be able to base its pricing on the number of calls generated. Customers will decide how many enquiries they want over a certain period and Yell will use its data to advise on the size of advert required. The charging will be based on a cost-per-call and monitored through the tracking system.

    I am told that cost-per-call should be available on within a few months and for the printed directory in 2010.

    Another innovation that catches my eye is the introduction of video into This gives businesses a great opportunity to talk to visitors and stand out from the crowd. At £1100 for a Yell produced video (which can also be used for other purposes) or £350 to up-load an existing one, the pricing is within reach of many businesses and is something that I will be talking to clients about. We might even try it ourselves.

    To see innovation inspired by competition and changing customer needs is encouraging and reminds the rest of us that we need to react, not submit, to changes in our own markets.

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617


Our offices

Full details of our offices in London and Uckfield more

Request a call