R.I.P Yellow Pages
Written by Matt Fisher on Oct. 12th 2016
I'm sure you've heard how Newspaper Moguls are now struggling to make their Newspapers Profitable. Radio & Television Advertising has been drying up at a rapid rate. Billboards are going the way of the Dodo & Yellow Pages are virtually extinct. But what you may not know is that a single company is the cause of it all - namely Google.

The internet has been the single biggest industry disruptor since the printing press. It's changed the way we communicate with each other, how we shop, buy music, watch movies, look up phone numbers and find addresses, and especially how businesses are finding their customers and vice versa.

With more than 234 million websites on the Internet at the end of 2009, and another 47 million websites added in just one year, the exponential growth curve is relentless. 

Businesses take up a significant chunk of those websites being added to the net each year as they have realised their customers get their news from their mobile phone now, not newspapers and they do all their searching for what they need either from their laptop or, more and more frequently, from their smartphones. The Internet has had to increase it's speed exponentially to keep up with the new technology and mobile phones are becoming more powerful than computers that used to fill entire warehouses.

As customer eyeballs move away from mainstream media, businesses are trying to work out the most effective way to put their business in front of the consumer via Social Media Marketing such as FaceBook, Twitter, and Youtube, Google Maps and Google Search just to name a few.

Yellow Pages becomes virtually extinct:

67% of small businesses said they had "no interest" when asked about placing Yellow Page ads, and only 11% said they may try a yellow Page ad over the next 12 months.

Quite simply, nobody goes to the bottom drawer in the kitchen anymore to pull out a Yellow Pages in order to find a local Plumber for example. It's quicker and easier to just Google it and then click to call.

So if that's how your customers are searching for local service providers? Should you be promoting your business in the same places your customers are searching for you? Well, just like the Yellow Pages themselves, you're probably not going to be in business in the future if you don't. You don't want to be left behind by ignoring the one medium that has single handedly destroyed all of the biggest advertising platforms of the previous era. Even if your business has a steady flow of referrals, unless you keep up with the times, your competitors will be quietly nudging you out of the marketplace if you choose to ignore reality. The Google Advertising Juggernaught has left the Station.

Google now makes more money than the Newspaper, Yellow Pages, Radio, & Television Industries COMBINED. In fact it is not just the largest advertising platform in the world, it is, at the time of writing this post, the world's largest company. So if you choose to keep ignoring the growth of that kind of beast, then you're going to get eaten.

Digital advertising is hands down the best way to promote your business. We offer proven, effective methods for digitally advertising your business, in the digital age. In short, we get your phone ringing - using methods that work TODAY.

Matt Fisher

Matt Fisher helps service based businesses generate inbound calls using digital marketing with a measurable return on investment. If you're interested in getting more customers or scaling up your business then reach out and request a free strategy session today.
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