After research showed that its advertisers were most interested in getting leads from its online directory, DirectoryM revamped its product to better deliver them.
The local ad solutions company, which syndicates its B2B directory to a number of large online publishers, polled its small to mid-size business advertisers this summer, and the results helped the company re-shape its product offering, Chris Hill, DirectoryM's SVP of marketing, told ClickZ.
Whilst I thought that every directory listing was purchased with the idea that the listing would BE a lead generator this "revised strategy" really isn't anything new to the online world. Take, for instance, the functionality of Alibaba: Add your company to the directory/listing service and enjoy the RFQ system's benefits.
Question: Is this really about the increased value of selling qualified leads versus selling listings? That is, value to the directory operator AND to the directory advertiser? So, this is a value added service - for which the directory charges more?
Bottom line: Isn't all "link with a message activity" - directory or otherwise - about generating qualified leads?
As a directory blogger, my experience is that it cost 0$ or very very little to start a directory, you get your new directory on a couple of lists and you are very fast getting 50 to a 100 submissions a day and approx a 100 uniques a day.
The grand majority of directory owner are not thinking about traffic that converts for the listed site. They are only thinking about there own interest, thus making it a short term interest.
In fact I beleive that the majority of directories are link farms. And I also believe that google, and yahoo to some extent are devaluing the backlinks form this crappy directories.