Marketing Research needed to redeem credibility

Yellow Pages Pushed to Go Much Deeper w/Audience Measurement reads the headline. I guess its the credibility issue.
In today's market ROI is the key to sustaining growth and to do that, we have to provide a tool to say how effective an ad in the Yellow Pages has been or will be if we know for certain that would be the case.
For a case for the much needed measurement standars.
In this short article, the Association of National Advertisers' Telephone Directory committee is urging the Yellow Pages industry to buck up.
The lack of accountability will adversely affect the revenue.

The report by Mediabuyerplanner.com states "The ANA wants national syndicated audience measurement research and circulation auditing; currently only 18 percent of the U.S. market is measured according to BtoB online."

Furthermore, it added "The lack of accountability at a time when advertisers are pressing for more measurability is vexing to the ANA, which says that of the $15 billion Yellow Pages industry, national advertisers comprise $2.3 billion. “At a time of intense focus on advertising accountability, the committee is discouraged by the Yellow Pages industry’s failure to provide basic accountability and ROI metrics,” said a marketing manager for Allstate Corp and an ANA committee chair."

So Asian publishers would likewise good for them to move to provide confidence building information that will ensure advertising in the YP has been an effective tool then and still now.

Internet World Academy

The world of internet has come into Singapore in a big way. This is because the Fabian Lim, the Guru of the Internet Market (IM) who has seen thousands of adults graduated from his classes. He teaches about the ins and outs of IM which includes Search Engine Optimiser. (SE0)

Now he has launched World Internet Marketing and that will mean there will be more competition in the marketplace for those who does not take the internet seriously. As the Internet barriers of entry is low, there are still lots of differentiators to make the website at the top of the 1st page.

The IM practioners go for the long tail as this is an area they can build their niches. Its the 1" wide and 1 mile deep.



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