Yodle on local online advertising
ADOTAS — The latest difficulties of some yellowbook publishers might have some asking about the viability of depending on local online advertising. But not Yodle CEO Court Cunningham.
Cunningham said there has there has been too much hype that the yellowpages are dead, saying they still generate quality leads. He said the problem is that some of the companies loaded on the debt and then couldn’t keep prices competitive because of it. The lesson there, “focus on your customers before you focus on your shareholders.”
As for Yodle, which helps local businesses advertise more efficiently on the web, the future looks bright, Cunningham said.
“Channels are fragmenting. It’s not that tradiitonal channels don’t work, it’s just that you need to be an advertiser on all these channels,” he said. “So the complexity of all these channels has gone up. Total online ad spend (in the next few years) will be single digits, but from what we see local advertising online is growing at 30 to 40 percent a year.”
The comlexity has pushed the need for companies like Yodle, which help small companies busines. Yodle basically asks local companies to give it a budget. The company will figure out the most efficient way to spend it, and right now it’s online though Yodle is not adverse to going offline at some point.
As for mobile? “Five percent of our total lead flow is coming from mobile. What we see is that mobile provides a high quality leads, meaning they are directed and have an intent to purchase. There’s just not a lot of voluvme. But with the explosion of the iPhone the volume has seen an increase.”
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