Changing the Online Directory game
Infosys recognises that three of the most self-evident social trends are;
In response to these trends, Infosys believes Online Directories need to respond the increasing appetite of small and medium business advertisers for Immediacy, Transparency and Collaboration.1. Increased availability and adoption of high-speed broadband across tethered and un-tethered access technologies;
2. Increased access to and adoption of technology to empower individual users to create, manage and distribute digital content; and
3. Increasing sophistication and heightened expectations in relation to the Internet experience.
Immediacy – Enables the advertiser to manage their content, promotions and advertising spend via self-service. This allows immediate response to the customer behaviour or business situation. This may include the ability for an advertiser to upload videos for immediate display or real-time campaign messages – i.e a “Happy Hour Now” label appearing in their ad from 5pm daily;
Transparency – Providers an advertiser with insight into their advertising spend efficiency, consumer behaviour and market effectiveness. Coupled with immediacy this empowers SMB advertisers to maximize their return on advertising spend; and
Collaboration – Combines the advertiser need with Online Directory expertise and services to achieve the optimal outcome. For example, an Online Directory may introduce a post-processing service for user-generated content to ensure a high-quality experience for end-users across all channels and devices. This ensures satisfaction of both Advertiser and User as well as increasing revenue for the Online Directory service.
This creates an opportunity for Online Directory services to achieve the following;
- Increased consumer satisfaction convenience, trust and lifestyle enablement;
- Increased advertiser satisfaction through empowerment and alignment with their business needs; and
- Incremental revenue growth through a broader range of Online Directory features and services.
For further reading and examples on this subject, Infosys recommends the following Wall Street Journal article : http://online.wsj.com/article/SB119067940363238120.html
