DIGITAL MARKETING NEWS: Yell changes direction to become digital service provider for SMEs

Yell will embark on a four-year-strategy to become the leading provider of SME digital services in a bid to return to profit.

The announcement comes shortly after the directory giant publicised plans to create a strategic alliance with Microsoft in order to help launch its cloud-based marketplace.

Through this and other partnerships with Znode and Bazaarvoice, Yell aims to move beyond advertising to become the leader in the emerging local eMarketplace for both SMEs and consumers.

Initiatives in the four-year-programme include achieving a leading share of new customer segments; such as Latin markets and SME industry verticals, extending the life of its print business and providing key digital services to SMEs.

Mike Pocock, chief executive officer of Yell Group said, "Yell has a strong position in the local market place. Our new strategy will leverage our assets and capabilities to capitalise on the convergence of consumer and SME needs in the digital world, becoming the leading SME digital services provider, establishing the first local eMarketplace for consumers and SMEs and returning the Group to profitable growth."