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Directory Competitive Audit

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Charlie Hunter-Schyff
Charlie Hunter-Schyff

A review of the B2B communications for BT Phonebook, Thomson Directories, Hull Colour Pages and Google

BusinessTechnology
1 of 32
 
The Dispensary is a new research lab launched by Proximity London in January 2008 ,[object Object],[object Object],[object Object]
Document brief ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media strategy & messaging analysis
 
BT Phone Book 2006 press campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],July 2006
Bt Phone Book 2007 Outdoor ,[object Object],[object Object],June 2007 January 2007 ,[object Object],[object Object],[object Object]
BT Phone Book 2007 Radio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Bt Phone Book 2007 direct mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],January 2007
 
Thomson Local 2007 direct mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],February 2007
Thomson Local 2007 Radio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thomson 2007 Thomson Business Strata ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thomson Local 2008 press campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],March 2008
 
Hull Colour Pages ,[object Object]
 
Google 2007 B2B Adwords banner campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Adwords 2008 Radio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Adwords 2008 press campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],August 2007 August 2008
Google Adwords 2008 direct mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],February 2008
Google Paid for Search Using Google’s own sponsored listings to promote business products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Paid for Search 2008 Adsense campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Appendix Further insight gained from communications audit
Not using paid for search to target business audience ,[object Object],[object Object],[object Object],[object Object]
BT Tradespace targeting businesses in paid for search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Competitors and online positioning Directories Search Comparison Sites Search Aggregators
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BT have diversified online directory positioning with creation of BT Tradespace Source: ComScore May 2008
Thomson Local shifting position as a personal finance comparison site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ComScore May 2008
Hull Colour Pages a classified online directory service ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google's mission is to organise the world's information and make it universally accessible and useful ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ComScore May 2008

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