Proving that you can’t advertise effectively in print without an online presence, Telmetrics, a provider of call tracking solutions, recently released data demonstrating that
many Yellow Pages users visit a business’s Web site after reviewing their print ad. Telmetrics measured consumer Web activity generated by more than 1,200 print Yellow Pages ads from November 2008 through April 2009. Each ad included both a unique URL and phone number. The study found that on average, URL visits represented 44 percent of leads, while call traffic generated 56 percent - so half of the people that used the print Yellow Pages to find a source then went online. The full release can be found here.
Edwin Van Riessen
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