In the 1850s, with modern marketing tactics such as social media still 150 years away, The New York Times was printing lists with titles such as ‘The Most Reliable Firms in New York City,’ under the heading of New York City Directory. This was directory marketing in its infancy. A few years later, in the 1880s, Yellow Pages was created by Reuben H Donnelley. This most iconic of directories was hugely influential and, some have argued, helped spawn an entire industry.
It’s clear that directory marketing has some serious history. But can such a marketing format still be relevant in the age of social media and sophisticated marketing automation technology? And are the new generation of online directories adapting quickly enough to the needs of increasingly media savvy and demanding audiences?
There are many things to consider here, not least of which is the fact that there are some very good directories out there, directories which justifiably have ‘bible’ status in their industry. There are also some very bad ones. Then there is the sheer size of the directories market. Type ‘business directories’ into Google and 245 million results come up.
Adapting to digital
The switch to digital undoubtedly wrong-footed many directory publishers and left them looking for ways to ensure their product remained relevant. Gary Brown, product and marketing director with Thomson Local, says, “With the explosion of the internet we have all had to adapt. The first thing is that we’ve had to rejuvenate our print product, which we believe is by no means past its sell-by date and still has a massive, loyal user base. The second has been to bring greater value to our online offering and Nectar (which, among other incentives, sees people receiving Nectar points for calling advertisers) is our main means of doing that.”
B2B publishers are also adapting. Stuart Brown is managing director of Ten Alps Communications, which is is the largest UK B2B customer publishing agency. He says, “We produce annual directories for many leading UK trade organisations, most of which are membership-based. The key value of them going online has been immediacy. We can offer advertisers the chance to be online within 24 hours of making a booking. Likewise, online means advertisers can update bookings, enhance their presence within the directory and so on – all very quickly.”
While immediacy is one thing, online is also offering Ten Alps the chance to provide a more interactive experience. “Soon, all the products we produce will be media-rich, offering end-users the kind of experience they simply can’t experience in print,” Brown says.
Where to start
With such an overwhelming abundance of choice in the directories market, having a sound, coherent directory marketing strategy becomes key. A basic listing is free in most directories, however, marketers need to be choosy. Tim Gibbon, director with Elemental Communications, warns, “Brands can get carried away in becoming listed in directories, not understanding the true implications of them and that they carry advantages and disadvantages.”
In terms of narrowing down your target directories, Greig McCallum, strategic managing partner at Balloon Dog, suggests volume – in terms of readership and online traffic – is one obvious factor to consider. The sheer volume of traffic in fast-growing directories such as Alibaba (www.Alibaba.com), for example, can provide a compelling proposition in itself, although the volume factor, as McCallum points out, needs to be balanced with the question of wastage.
McCallum also suggests brands look at where their closest competitors have a listing – this can provide an obvious pointer – and encourages them to find out about niche directories that are directly relevant to their own industry.
The look and feel of an online directory can also provide plenty of clues about the type of product you are dealing with. Gibbon suggests brands should be looking for an online directory that is sticky, vibrant and useful. In ascertaining whether this is the case, he urges marketers to apply checks such as:
– How old the site is – things such as the copyright date on the site and, if there is a forum, when the last posts were made in it can help here
– The look and feel of the site generally – is it on a par with the more progressive directories?
– Whether the site is employing social media tactics and if they are relevant and useful for audiences (this may also help determine the age of the site)
– Reporting – to determine the potential audience reach of an online directory, marketers can use free and low-cost services that may report back traffic details, audience, demographics and so on. Alexa (www.alexa.com) and Compete (www.compete.com) are two tools that can help here.
Measurability is also a critical issue to consider when choosing between directories. Gibbon says, “Marketers need to assess what the directories offer in terms of metrics – number of profile views, traffic and so. This is often very limited and even if it is available there may well be a cost. Ideally marketers should be looking for click-through (referrals) from directories using their web analytics software.”
Niche directories
Niche directories, which focus on a sector or sub-sector, are often a powerful way to reach a specific audience. One such directory is published by the North East Process Industry Cluster (NEPIC), an organisation set up to promote and increase collaboration in the burgeoning (£9 billion total turnover) North East process industries.
This annual directory, which is sent to key industry decision makers as well as being used at foreign trade shows and conferences, serves a number of purposes. As well as providing a powerful marketing tool for the region’s processing capabilities and infrastructure, it enables potential inward investors into the North East region to make supply chain connections. Ten thousand copies were printed last year, however, another 59,951 were downloaded from the NEPIC website. Of these, only 31 per cent were from within the UK.
The NEPIC directory perfectly illustrates the power of a well-established industry directory, which – crucially – is supported by key industry personnel.
Paul Butler, customer services manager with NEPIC, says, “I have had countless conversations with members who have had direct approaches from abroad as a direct result of their presence in the directory.”
Creating an effective listing
An effective directory listing considers a number of factors. The quality of the listing itself (whether straightforward copy or rich media) is obviously crucial. At a basic level, Gary Brown suggests that stand-out can be achieved simply by having an uncluttered advert with a strong headline and, where relevant, an eye-catching visual. “It might be dull but the basics are fundamental to make sure you get more than your fair share of traffic,” he says.
There is also the issue of search to consider. McCallum stresses the importance of being as targeted as possible in your online listing, narrowing down probable search terms that will locate your business. Integration is also critical. He says, “If you are using Google AdWords, for instance, make sure they are listed in your directory presence – the messaging and key words need to be the same in order to be credible and create a consistency of messaging in your online strategy.”
The future of directories
In many ways this is the million dollar question. There is clearly a striking difference between different directories in terms of how they have embraced the online age, how much effort and resources the publisher actually puts into them, and their overall quality.
There is also the huge question of what impact professional and social networking sites are having on directories. For instance, business network Xing launched company profiles for the first time this year; other professional networks have similar offerings.
Xing’s company profiles are aggregated from existing information on companies from individual user profiles. Crucially, they are bang up-to-date. Thorsten Vespermann, director of corporate communications with Xing says, “Our members keep their personal details up-to-date themselves at all times, which means the contact data is usually far more reliable and accurate than the information listed in traditional directories.”
Online directories clearly face stiff competition. Gibbon, however, feels they have a role to play, “but only if they evolve.” He adds, “Certain online directories haven’t moved with technology and indeed what their audience expect.”
McCallum says that some of the new entrants to the directories market are keener and work harder on behalf of the client. McCallum also stresses the importance of looking for genuine commitment from the directory owner and evidence that they are spending on their own brand advertising.
He adds, “The other question to ask is, does the publisher have a development strategy for their directory in terms of where they are going to take it – and are they helping you to come along with them as a listed client?”
