Research done by a new platform of Local
Search Insider called “Local Pays Off,” found a few themes:
• There is no one single media source for businesses to establish a presence in. An integrated marketing program is required today.
• Yellow Pages deliver good value for clients and have even seen growth in calls from ready-to-buy consumers.
• Consumers continue to score search engines and Yellow Pages high on trust, accuracy and as a preferred source over social networks.
A study by Burke found that print and Internet Yellow Pages are the most consulted sources of local business information annually, with 79% of consumers saying they searched a print or Internet Yellow Pages in the last year. Search engines followed, reaching 75% of consumers. Others measured include store circulars/email promotions/coupons (69% annually), newspapers (53%), Internet social networks (34%) and magazines (31%).
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