Local Search – Telstra and Sensis Results

Telstra and Sensis Results came out the other day. They are the biggest player in the Australian technology and communications space so it it important to know how they are doing.

I first read the report through a good website on Australian Internet Startups

Some interesting market dynamics here – Yellow Pages it seems is a bit like the old sleeping China of local search.

What is interesting is there is a lot of talk around local online advertising models (because that’s where the big $$$$ numbers are) but success will be determined by the WIIFM (What’s In It For Me) from mass Small Business engagement – the majority of high margin local Advertisers.

From a business point of view advertising is basically there to increase brand awareness or generate leads and sales – either web site visits, emails, phone calls or Point of Sale.

As a customer which service gives me the best bang for buck or return on marketing investment (ROMI)?

What is equally important is every customer touchpoint experience – how do they feel about your advertising, about your website (is it boring and engaging), making a call (do they wait on hold for twenty minutes), using your product or service etc, how good is your after sales service (where small business is usually best)?

What tools do you give your customers to help spread the word about your business – eg online social bookmarks which are an increasingly important component of the online advertising mix.

Finally, what is the overall Customer Experience "Customacy" and how well do each of these online advertising services compare?

Biggest in many cases may not always mean best.


Ex publican, photographer, musician, entrepreneur and Head of Digital for the Cronulla Sharks.