Eitan Ackerman from Amdocs just presented “IYP Search Case Studies – A Global Tour” at the IYP SearchMeet conference. I was particularly intrigued by one of his slides that details all the activities/actions a consumer can take when looking at a Yellow Pages listing online. They are:
- Search to call: I am looking for the merchant’s phone number, often a core element of a business directory site.
- Search to book: I want to schedule an appointment or make a reservation.
- Search to purchase: I want to buy the product online (e-commerce)
- Search to navigate: I want to get to the store and I’m looking for the address, map, driving directions, etc.
- Search to additional information: I’m looking for hours of operations, brands carried, etc.
- Click to save: I want to save/bookmark the information in my personal address book for future use.
- Click to share: I want to share the merchant information with friends/contacts via e-mail, social networks, etc.
What it means: I like this categorization of activities because it tells us about potential proof of value points to measure advertising ROI. It’s also a way to look at future business models (pay-per-call, pay-per-action, transactions, etc.). Did Eitan forget anything?
(Picture from the BIA/Kelsey Web site)