Do Yellow pages still matter in today’s online world?

This interesting post comes from the AIM Clear Blog.
Attorneys, plumbers, financial advisor’s, electricians, pizza parlors, cleaning services, snowplow drivers, caterers, insurance companies, and hardware stores alike ask us similar questions: “How does the Internet change things? Should we keep our Yellow Pages ad? How do we keep from being left behind”

At SES San Jose Stuart McKelvey, President and CEO TMP Directional Marketing presented research regarding the usage and value of online and offline local search usage (”A Study of the Usage and Value of Online and Offline Local Search Sources”). TPG is a fascinating company with over 38 years of Yellow Pages, online search and marketing experience. The study “combines 3,000 survey responses with actual observed online behavior.” In a nutshell online search dominates while traditional printed Yellow Pages perform surprisingly well.

Where Do Customers Search?

Local searchers tend to seek actionable business information including details such as company name phone numbers, products sold etc. TMP studied pizza restaurants, home services, moving, storage, banking, finance and other industries. As all advertising channels fold towards Internet delivery, it’s critical for local advertisers to understand and capitalize on customers’ local search patterns. This can include both offline and online sources like print Yellow Pages (YP), Internet (IYP), directory assistance, mobile search, newspaper, and major search engines. Click here to read the rest of this interesting article.