Dex One announced today that it has signed an agreement with Google to serve as a Google AdWords “Certified Partner.” Dex One is making this deal a pillar of its announced goal of reaching 30 percent of revenues from digital by 2012. In 2010, Dex One reported that it generated just 10 percent of revenues from digital sources. Dex One leaders made this pledge at its investor day briefing in New York in February.
Assuming a 20 percent annual decline in print, BIA/Kelsey estimates that Dex One will need to grow digital revenues at somewhere in the range of 50 percent in each of the next two years to approach the 30 percent figure. This deal with Google is certainly an important step in this direction.
Of course a more stable print picture would make achieving the 30 percent level more challenging. In any event, hitting that number will require a significant commitment to new products and partnerships. Dex One may even find itself contemplating whether to actively steer some customers away from print and into more digital products where it makes sense.
Here is what Dex One CEO Alfred Mockett says about the deal in today’s news release:
“This powerful combination of technology and customer access leverages the Google AdWords platform and delivers it to local businesses through our network of 1,500 local marketing professionals and brings our ever-increasing suite of digital products to the next level,” said Dex One Chief Executive Officer Alfred Mockett. “Success in today’s marketplace requires a simple, yet highly effective way to navigate increasingly complex and fragmented digital possibilities. We fully expect this partnership will meet and exceed these needs.”