Small Business Marketing Automation Merger: Dex Media Purchases YP Holdings

Tis the season for mergers and acquisitions. Along with the major powerhouses like Amazon making moves to broaden its service horizons, Dex Media–known primarily as a phone book publisher and some local search directories–has acquired YP Holdings.

The basis for this purchase is to bolster a product offering that Dex Media has been using called Thryv. With it, they are offering a variety of customer management services that small or local businesses would love. By incorporating the YP Holdings, the new DexYP can expand from 375,000 current users to a roster of more than 700,000 clients.

Thryv lets local businesses automate business functions they performed manually in the past, or never performed. These include building a digital customer list, communicating with customers via email and text, updating business listings across the internet, accepting appointments, sending notifications and reminders, managing ratings and reviews, generating estimates and invoices, processing payments, and issuing invoices and coupons. Thryv includes a mobile responsive and adaptive website and integrates with many popular online applications so customers can continue to use their favorite tools through their Thryv application.

What Does This Mean for Me?

In the grand scheme of things, not much. The major news that something like this kicks up is that local search, local listing directories, etc. become a bit less difficult to navigate.

Local SEOs or Small Business Owners doing their own local SEO are constantly bouncing between 150 or so different directories that offer a listing of some sort. In this case, there will be some consolidation of that process, which is what they mean by “updating business listings across the internet.”

There are competitors that offer similar listing update services, but those can easily run hundreds of dollars per month.

How Do I Take Advantage of this News?

If you are in the market for a directory listing service that also can work as a direct marketing platform for email or mobile marketing, Thryv may be something to look into. Here are some of the features that Thryv has to offer:

  • Bookings & Services: Keep track of customer scheduling of services you offer
  • Online Listing Management: Keep track of business details across mutiple local listing websites
  • Customer Engagement: From Email and SMS Campaigns to reputation management of review sites online
  • Coupons & Promotions: Use your customer engagement portal to entice customers into sales through direct offers

How Does This Affect My Marketing Agency?

There is little that a single company merger like this will do that rattles the entire industry. Most of this news goes to small or medium sized business owners that handle their own marketing. For agencies, it identifies an area that makes local search management a little more efficient. With fewer listing directories that need to be updated individually, more work can be spent either building links or managing your reputation online.

If you need help setting up your local search engine optimization strategy, or want to better manage your online reputation, talk to your digital marketing specialists about what tools are at your disposal.

Author: Rob Sloan

Rob Sloan is an experienced marketer and content strategist with more than a decade of digital marketing, content strategy, and video production experience under his belt. He founded The Contemporary to work with small businesses that needed help breaking into the online marketing world.

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