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Webwork - 9:44 pm on Oct 11, 2006 (gmt 0)
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?
[clickz.com...] After research showed that its advertisers were most interested in getting leads from its online directory, DirectoryM revamped its product to better deliver them.