July 2011 to March 2012, the phone book's call tracking numbers generated 100 calls and Marketing Media Mix, LLC's call forwarding phone numbers achieved 2408 calls
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Boston, MA (PRWEB) April 12, 2012
The traditional method for calculating a marketing budget is about 10% of its revenue. But in today's market its better to base marketing budgets on results. Marketing Media Mix, LLC, an internet marketing company, performed a comparison of call results at the request of a business owner. He advertised two businesses. Both were advertised in a big phone book campaign costing over $28,000, as well as with internet marketing with Marketing Media Mix, LLC. Business #1 was advertised in the Lawrence, MA Yellow Pages that has a distribution of an estimated 96,000 books and business #2 was advertised in the Portland, ME; Biddeford, ME, Lewiston, ME, Portsmouth, NH and Lawrence, MA Yellow Pages with an estimated combined distribution of 554,300 phone books. In 9 months, from July 2011 to March 2012, the phone book's call tracking numbers generated 100 calls and Marketing Media Mix, LLC's call forwarding phone numbers achieved 2408 calls in the same time period.
Before the internet, phone book companies had a monopoly on directional advertising. "Directional advertising" is simply the advertising strategy of being found when and where a prospective client is looking. Historically phone books have been the most popular form of directional advertising. Some business owners believed that they needed to be in all the phone books in their area, not knowing which book their prospective clients would use. This is why there are so many phone books in an area. In this economy, businesses need to be more careful with their advertising dollars.
Phone book companies are trying to get in on the internet marketing business. They have been selling internet products but, phone books do not have the same control over the internet as they do their own printed books. Phone books typically arrange their print ads by size and seniority. Bigger ads come first and if two companies purchase the same size ad then whomever bought earlier will come first. This formula has been around for years, but internet searches are more complicated than that.
Internet searches use algorithms. Algorithms are the formulas used by search engines to calculate the order in which search results are displayed. It has been said that Google has over 200 factors for why one listing is above another. Internet marketers, like Marketing Media Mix, LLC offer business owners expertise to help navigate these complex campaigns.
Business owners have a lot of choices when it comes to online directional advertising and marketing like web design, search engine optimization (SEO), search engine marketing (SEM), internet video marketing, backlinking, social media, pay-per-click and more. The fact is, phone books are less and less a part of the decision process when it comes to choosing a business or service. Phone book companies will tell businesses that there is a generation of people who still use phone books, but it's up to business owners to decide if that audience justifies the price they will pay. How can phone book calls stack up against the number of people who use computers, laptops, smart phones, tablets and even smart TVs? The next generation of directional advertising is evolving more into business owners hiring a person or company dedicated to managing their web presence as opposed to having a static ad in a phone book.