Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
If You Lost 70% of Your New Customers, Would You Notice? > NetSparsh - Viral Content you Love & Share

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

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

CNBC

The advertising-based internet is destroying society, tech pioneer says
CNBC
"Because of the nature of interactive digital technology, especially on smartphones, advertising gradually turns into something totally different," Lanier told CNBC's "Squawk Alley" on Tuesday. "As it gets more advanced, it turns into direct behavior ...

and more »

ProPublica

Facebook (Still) Letting Housing Advertisers Exclude Users by Race
ProPublica
In February, Facebook said it would step up enforcement of its prohibition against discrimination in advertising for housing, employment or credit. But our tests showed a significant lapse in the company's monitoring of the rental market. Last week ...

and more »

New York Times

Pizza Is Partisan, and Advertisers Are Still Adjusting
New York Times
A year after the presidential election, a range of advertisers are learning that it doesn't take much — sometimes just a single Twitter post — to land them in the middle of a social media firestorm that splits along party lines. In some cases, they ...


We're Making Slate's Advertising As Smart As Its Content
Slate Magazine
The digital advertising industry has generally aimed to grab readers' attention at any cost, even at the expense of reader experience. Many publications have forgotten what it means to create a valuable advertising experience, forcing readers to ignore ...


Buffalo News

Norman C. Kreuz, advertising salesman for telephone directories
Buffalo News
Norman C. Kreuz, an advertising salesman for telephone directories, died Saturday in his Williamsville home after a long illness. He was 90. Born in Swanton, Ohio, the seventh of 11 children in a farm family, he served in the Navy at the end of World ...


Adweek

How Oprah's Podcast Sold All Its 2017 Advertising Slots in Just 24 Hours
Adweek
Oprah Winfrey, a multihyphenate media personality who needs no introduction, has blessed the podcast world with her presence, and advertisers have welcomed her with open arms. In an experiment gone right, Winfrey and the team at the Oprah Winfrey ...


U.S. News & World Report

How Advertising Shaped Thanksgiving as We Know It
U.S. News & World Report
How Advertising Shaped Thanksgiving as We Know It. At one point, turkey was jockeying with duck and chicken for king of the Thanksgiving table. By The Conversation, Contributor |Nov. 21, 2017, at 2:28 p.m.. How Advertising Shaped Thanksgiving as We ...

and more »

Roanoke Times

Kinnaird named VP of advertising for Roanoke Times
Roanoke Times
Jamie Kinnaird, advertising director for The Roanoke Times, has been promoted to vice president of advertising for the newspaper. Kinnaird, a veteran multimedia advertising executive, will direct all multimedia advertising sales and marketing for The ...


Broadcasting & Cable

On World TV Day, Industry Pushes Advertising Power | Broadcasting ...
Broadcasting & Cable
A recently formed Global TV Group, which includes the Video Advertising Bureau in the U.S., is marking World Television Day with a report highlighting TV's ...

and more »

Imperfect Is Perfect: The New Advertising Standard
Forbes
For decades, images of perfection were the norm in the marketing and advertising realm: photoshopped people, fake renders of unblemished products and enhanced photos to make even the drabbest hotel room look like a palace. Social media propelled this ...

Google News

Magnetic Signs: Where Do They Work Best?

Recently, a woman called to ask about replacing a magnetic... Read More

The Art Of Fear Free Advertising

Is fear of failure an issue when you commit valuable... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

Marketing Advertising, While Advertising Your Market!

Today in the Business world whether online or off, it... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

I Dont Want to be Different

To succeed in today's crowded marketplace where most of the... Read More

2005 Super Bowl Ads... Winners and Losers

Well, Super Bowl XXXIX is history. Too bad for the... Read More

Juice - Scam of the Decade or Opportunity of the Century

If you are an ardent web surfer and MLMer like... Read More

Improve Your Promotional Flyers And Improve Sales

Admittedly, I have not seen your advertising flyer. Then again,... Read More

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With... Read More

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

The Benefits of Specific Advertising

The great Claude Hopkins (Author of Scientific Advertising) once said,... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

Using Ad Agencies and Designers

Advertising and promoting your business is expensive, so it's important... Read More

Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that... Read More

Can I Write and Print My Own Business Brochures and Business Cards?

If you have a computer and a printer, preferably one... Read More

The Online Equivalent of an Effective Newspaper Advertisement is FREE

Ask anybody who has been in business for a long... Read More

3 Things Every Yellow Pages Advertiser Needs to Know

Too many business owners and marketers know that Yellow Pages... Read More

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

Outdoor Sign

Many business organizations that needs to disseminate late-breaking information to... Read More

For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More

Advertainment is Sneaking Into Music, Movies, TV and More

The very name "advertainment" sends thrilling vibrations up the spine... Read More

Cross Cultural Advertising

"Culture is a like dropping an Alka-seltzer into a glass... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More