Key Reasons to reconsider Today’s Yellow Pages for Local Marketing
Without a doubt, the Yellow Pages space is in a state of transformation. Research has found that fewer people are using print directories in both numbers and frequency than they have previously, and a multitude of new platforms ranging from the Web and mobile directories to iPhone and iPad apps and daily deals offerings are fragmenting the way consumers make purchasing decisions.
Where it used to be easy to reach your intended consumer through a small number of media channels, there are now many options for a small business advertiser. Yellow Pages players have responded by introducing new offerings that leverage these areas of growth, while also working to preserve and enhance print and other existing offerings that have and continue to drive leads for millions of businesses across the country.
1) Yellow Pages Providers now offer more than just print directories.
Many have also launched Yellow Pages-branded websites, mobile apps, SEO and search services – and more innovations are on the way.
Yellow Pages providers have completely changed their playbooks. Company names and business strategies have changed to reflect a new era in which they use their experience in the local advertising space to deliver a full-spectrum of local marketing services to neighborhood businesses.
Many people would be surprised to learn that the same companies that deliver their phonebooks also provide them with the local business information they find online or access via apps on their mobile device, or the daily deals they purchase through links shared on social networks like Facebook and Twitter.
Local businesses might be intrigued to hear that the company that publishes their local directory also offers advice on areas like SEO, paid search, online advertising, online reputation and social media. Yellow Pages providers are often behind vertical websites dedicated to selling cars or wedding planning.
As BIA/Kelsey’s recent update of its Global Yellow Pages report indicated, newer Yellow Pages offerings like websites, video, social, mobile and search engine marketing will be their primary growth drivers in the coming years. And by 2015, an estimated 53% of global Yellow Pages revenues will be digital, compared with 29% in 2011. Yellow Pages providers should be judged on everything they are doing and will be doing in the near future to drive growth.
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