Obsolete Marketing – The Phone Book and Newspaper Advertising

marketing2How are you marketing your business???

Marketing a business five or ten years ago is vastly different than it is today.   What has prompted this post is an article that I read this week about 10 things that will be obsolete within five years.   The newspaper and phone book were among the 10 things.   

This triggered me to think about the importance of a website and how some of you all  are still using newspaper ads and phone book listings.

Why not use print advertising?

Print newspapers and magazines are becoming less and less common. It’s a dying industry with rapidly shrinking readership. This is due to the ease of finding information, including news, online. Many traditional newspapers are no longer in existent or have moved their operations online in the form of dedicated blogs or E-newspapers. A lot of magazines have replaced printing in favor of digital copies that incorporate video as well as images.

Traditional newspaper ads can also get quite costly depending on the size of the ad and the following the newspaper has. While small ads are often available at a reduced cost, they may be overlooked by readers depending on the placement. The traditional paper size is 15 by 22 and a half inches, and one forty-eighth of that amounts to a tiny ad space, a little over an inch. The fact that readership of printed magazines and newspapers has declined, and your tiny ad often blends in with the page and is seldom seen, makes advertising in paper newspapers and magazines obsolete.

What’s better than print advertising?

Online display advertising allows you to publish high quality color advertising images and online videos to targeted websites at a fraction of the cost of a printed ad in a newspaper or magazine. Many of these websites are visited on a regular basis by your ideal customers, so a steady flow of potential clients will see your advertisement. In addition, online display ads can link those viewers directly to your website, putting them just a click away from a wealth of information about your products or services. Display advertising allows you to target readers with a particular focus, making it possible to specialize further and show your ad only to people who are likely interested in what you offer.

From a creative standpoint, this type of promotion is far less limiting. It is possible to have full color, beautiful ads for your business, where as a traditional newspaper will usually limit the ads to black and white or low-quality color ink. This means that not only are you targeting potential clients effectively, but you are creating more interactive ads that allow you to engage your target audience in meaningful ways. Display advertising ultimately provides a higher return on investment than printed newspapers and magazines, allowing you to provide more relative, higher performing ads for less.

Why not advertise in the Phone Book?

People readily access most information online or on the go with a cell phone, making an advertisement in the phone book yellow pages rather ineffective. The printed copies of business directories often make their way into the trash bin immediately upon delivery. While many yellow page directory services have created online versions to go along with the printed book, these are equally as ineffective. No one uses business directories to locate information on products or services, preferring instead to directly search for information on a search engine such as Google or Bing, or via social search in Facebook. Due to the high cost of advertising in yellow page and directory services, and the dwindling number of people looking to them for answers, the Yellow Pages are obsolete when it comes to advertising your business.

What’s better than advertising in the Phone Book?

People go directly to search engines to search for service providers in their area, and use search engine relating mapping services provided by Google or Bing to locate products or services nearby.  Creating and maintaining a great website with Search Engine Optimization on the website and having it listed and validated in online search is vastly superior to yellow page advertising.   With search marketing, instead of a small, single advertisement on a piece of paper, you are able to drive interested customers to a website full of robust pages of information, contact forms, interactive media, videos, and integrated social media components unique to your business.   As a bonus, search engines are available on the go, so potential clients can find you while on the road and away from home. In addition, these searches are conducted using keywords typed in to a search box, allowing you to laser focus your advertising to only those people who are most likely to need your products or services. Search engine marketing provides your business with a quick, accurate, round-the-clock advertising method, helping you drive interested clients straight to your location or website.

All of your advertising you should always include your website URL (and hopefully your website is current). 

Are your business marketing efforts ready?  

All roads lead back to your website!   Is your website ready?