Yellowbook – Helping America Break its Google Habit
Gotham New York
It often seems that Google's march to complete market dominance in search is a foregone conclusion.
This paper shares the experience of one brand that wasn't ready to just throw in the towel. It's the improbable story of how an 80-year-old brand in the directory services category, the most analog seeming of businesses, found a way to co-exist with Google, and even thrive, despite Google's concerted effort to gain share in local search at its expense.
The planning team recognized early on that we were a specialist going up...