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If You Lost 70% of Your New Customers, Would You Notice?


Buyers Don't Rely on the Yellow Pages Like They Used to

Customers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline. Traditionally, people headed to the Yellow Page directory precisely when they were ready to buy. They'd check the listings to find their options, or "let their finders do the walking." Now they've got more choices.

New research by The Kelsey Group in March, 2005 found that 70% of US households now use the Internet as an information source when shopping locally for products and services. These buyers aren't going to the Internet for online purchases, nor to find distant providers. They intend to spend their money in their own community.

The Kelsey Group also found that interviewed individuals felt the search engines were a "better source of purchasing information than Yellow Pages, newspapers and magazines." The trend is being driven entirely by Internet users. Related data from other sources show that consumers who search online for purchases spend more than those using the printed directory.

Demote the Yellow Page Ad to a Smaller Portion of Your Budget

The Yellow Page industry is a Fifteen Billion Dollar industry in the US. While there are more choices of printed Yellow Page directories than ever, the buying habits of the public have moved away from using them. Computer-savvy buyers know the easiest way to find the information they want is through search engines (and since May they can do searches on the run, on their cell phones). But many small or local businesses aren't even listed.

The Kelsey Group's data is consistent with other statistics showing that the Internet has overtaken the newspaper for cars and real estate (major purchases). And it's becoming the "go-to" place for information. A study by imedia Connection found it's "second only to spouses for finding referrals."

To stay competitive, small and mid-sized businesses will be compelled to make sure they're included in search engine data bases. While it's not necessary to have a website, it helps to be listed on someone's (like a local portal or professional group). Enterprises that can't be found by online searchers risk losing sales to businesses they find instead.

Where did the Customers Go?

Many factors influence where and what a person decides to buy. Although the Yellow Pages are no longer an automatic part of the loop, many buyers consult both the Internet and the directory, not relying on either one alone. However, many shoppers only call Yellow Page ads that show a website, even it they don't intend to visit it. It goes to the credibility issue.

What's different?

- Buyers are less trusting and more willing to shop around

- Availability of Internet Yellow Pages (IYP)

- Expanded options and more ways to find them

- Aging population uses the Yellow Pages differently than young people

- Development of unique, narrow niches and specialties

- More choices for a "better deal"

- Increased immigrants and those from other cultures, unaccustomed to Yellow Page use

- Larger cities with multiple directories, rather than one large one

- Local search, whereby the search engines locate suppliers by zip code, state, city, region

Time for a Reality Check - Can You Find Yourself?

The next time you go online (or have a friend walk you through it), see how you rate in some local searches. Conduct a query in Google (then Yahoo, and MSN). Enter your type of business + Your town ("Pet Stores" + Scottsdale, Arizona).

Does your business show up? How many of your competitors are on that list? How many are ahead of you? That list is what your "missing customers" are likely to see when they're ready to spend their money. Does that experience motivate you to make a better Local Search showing?

Next, check out whether your business appears in various Internet Yellow Pages (IYP). Work your way down the list:

http://www.yellowpagesage.com/localsearch.html

Start noticing how visible you are to customers researching their local options online. You really can't afford to miss the boat.

Dr. Lynella Grant Author, Yellow Page Smarts: Make more money from your directory ad in tandem with your website http://www.yellowpagesage.com

Smarter ways to attract more YP customers. Local Search resources Off the Page Press (719) 395-9450


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. March / 29 / 2024

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Tesla starts advertising campaign on Cars.com  TESLARATI

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Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising  TheStreet

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Amazon's Advertising Unit Hit With Another Round of Layoffs  Business Insider

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Changing the Game: How Games Advertising Powers Performance  IAB

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23 Gen Z advertising and marketing leaders  Ad Age

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AI advertising start-up valued at $4bn after fundraising  Financial Times

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UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food  Fox News

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How Google's entry into in-game advertising puts a spotlight on an industry in flux  Digiday

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Breaking Tradition: Tesla Hits the Social Media Advertising Road  Not a Tesla App

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Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

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New Hampshire House takes on artificial intelligence in political advertising  Nashua Telegraph

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FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ...  Consumer Finance Monitor

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New Hampshire House takes on artificial intelligence in political advertising  WCAX

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Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ...  Ropes & Gray LLP

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Thanks To Our Advertisers  Above the Law

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Travel Michigan Launches New 'Keep It Fresh' Advertising Campaign  Radioresultsnetwork.com

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Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ...  JD Supra

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Returns Are Gaining Momentum At Invibes Advertising (EPA:ALINV)  Simply Wall St

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New Hampshire House takes on artificial intelligence in political advertising  Bowling Green Daily News

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Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections  TurkishMinute

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Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model  hackernoon.com

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GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S.  PR Newswire

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Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

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New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

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Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

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Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising  Powder Magazine

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New Hampshire House takes on artificial intelligence in political advertising  The Caledonian-Record

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Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

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Organic Ranking vs Paid Advertising  PressReleaseNetwork.com

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GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN  Tech Funding News

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Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

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Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

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Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

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Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

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CIABC urges unfettered advertising rights for liquor brand extensions  The Economic Times

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GroupM commits to double media investment in annual women's sports advertising opportunities  Mediabrief

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Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

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Nature Now Has Its Own Advertising Agency  TheTyee.ca

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Meta advertising: 5 best practices for 2024  Search Engine Land

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Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

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Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

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Here's Why Lamar Advertising Company (LAMR) Rose in Q4  Yahoo Finance UK

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Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising  Benzinga

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InfoSum, Experian’s innovation for auto advertisers’ audience strategy  Martechcube

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Main Hill Media Continues Winning Streak With ACP Advertising & Business Awards  University of Arkansas Newswire

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