Are You Being Advised Correctly About Online Listings?
The original article was prompted by a new client whose advertising costs had grown dramatically through online directory listings. Big Fish reviewed the spend and identified more than £35,000 a year that could potentially be removed and redirected because the additional listings were not considered good value for that particular business.
From Print Directories To Digital Advertising
The client had advertised with a major directory company for many years. When printed directories and local newspapers were more widely used, that advertising had delivered a worthwhile return. As consumer behaviour moved online, advertising budgets naturally began moving from print into websites, online listings, SEO and Google Ads.
Paying For Premium Positions
The client was buying premium online directory positions for multiple headings and areas including places such as Maidstone, Sittingbourne, Chatham and Rochester. Paying for a prominent listing can make sense when the audience and cost justify it, but the value has to be assessed against the actual market and other available advertising opportunities.
The Cost Difference Raised A Red Flag
The article highlighted that the number-one directory positions across the headings and areas were costing around £618 including VAT per month. Additional fourth-position listings were costing around £2,880 including VAT per month — approximately £34,600 a year.
For a relatively niche market, Big Fish questioned why the client was spending almost five times as much on the additional fourth positions as on the number-one positions.
Review Advertising By Return, Not By Habit
The wider point was not that every online directory is ineffective. The article specifically recognised that directory advertising can work when the cost and strategy suit the business. The concern was whether this client's money could be used more effectively across a broader digital marketing mix.
Businesses should regularly review longstanding advertising commitments, understand what each product is generating and be prepared to move budget when the return no longer justifies the cost.