I had the opportunity to speak with an account rep at an Internet company recently. As we talked about different types of advertising, it became obvious that he distained old media. He said that television advertising was pointless because people TiVo past them, and that he “couldn’t begin to remember” the last time he’d looked in the Yellow Pages. Instead, he uses a smartphone, buying a new one every 3 to 6 months, because he gets bored with the old one.
A few weeks ago, my wife saw a commercial for a Bowflex TreadClimber and asked me to find out how much one cost. After discovering they were a few thousand dollars more than I was willing to pay, I went looking for a basic elliptical trainer (something I’ve wanted for some time).
I did a search for “best elliptical machines” and found a number within my price range, then read some reviews and did some preliminary price investigation.
The next day, I ran an errand after work. On a whim, as I was about to leave the Lowe’s parking lot, I decided to search for a local sporting good store on my mobile phone. Finding two within a few miles, I drove to each to see what they had.
It’s popular to bash Yellow Pages these days. After all, everyone uses the Internet now, right? Yet, a 2010 study conducted by CRM Associates, shows that both usage and calls volumes are increasing to the 2008 level, suggesting that the decline in Yellow Page usage over the past six years was more economy than Internet-driven.
Another study shows that the average consumer uses both Yellow Pages and the Internet when making a purchase decision. A year-long study of 8,000 adults conducted by marketing research firm Burke, Inc. found that 74 percent used print Yellow Pages over the course of the year to find a local business—just slightly behind the 76 percent who used a search engine. So it’s no longer a question of Internet or print. Smart marketers know there is no single advertising method that will bring in all the business. Effective marketing is more like a team than a shotgun.
Curious how Yellow Page consumers convert into leads and sales? Here’s an infographic to show you:
With all the hype surrounding QR Codes, it begs the question: Is anyone really using these? If the amount of code reader app downloads are any indication, here are some raw numbers:
Previously, I wrote about how to make print ads interactive using QR Codes. Depending on who you listen to, QR Codes are the next wave in advertising, or they are Internet’s equivalent of the pet rock.
Predicting the future is always risky business. But a recent article, Four Mega Trends Shaping the Future of Commerce, gives an insightful look into what that future might hold.
In the next decade, we’ll see more change in the commerce landscape than in the past 100 years combined.The reason? Four mega trends being driven by consumers are dramatically changing buying and selling habits as we know them. Merchants of all types—from brick-and-mortar retail outlets to non-profits, to manufacturers and even those selling online—need to ensure they’re keeping pace or risk going the way of Blockbuster, Borders and the dinosaurs.
One of those trends is the merging of mobile and local search which, according to the article, “is leading to the creation of entirely new business models and opportunities for merchants and consumers alike.”
Get Web Design Clients!
If you’re struggling to get clients, then Web Design Clients Galore could make the biggest difference in your web design business this year.
Learn how to get a constant supply of high-paying clients, and all the web design projects you want.
Thanks for visiting. I’m a Marketing Evangelist, Blogger and Sales Trainer.
I get excited about geek stuff. But I’m also passionate about helping people and companies reach their fullest potential and becoming wildly successful.
That’s why I love helping businesses figure out how to market (especially web marketing) and why I train sales people to be the best they can be at what they do.