Me: I'm hungry, let's order a pizza.
Mom: Sure, from Casey's.
Me: Ummm... yeah. Taco, or sausage and mushroom?
Mom: Taco.
Me: Sounds good. What's their number?
Mom: I'm not sure. You'll have to look in the phone book.
Me: What's a phone book?
Now, obviously I know what a phone book is. However, I like to be a "smart-ass", as my mom would call me, and so I decided to give her a hard time. She hates it when I make her feel old. I find it humorous.
You see, I consider a phone book to be "old school", and my mom knows this. In my opinion, a phone book is a lot like the TV Guide - a resource that is quickly being replaced by alternative faster digital technology. So when I asked my mom "what's a phone book", she took it as a jab. And, rightfully so.
What's my point? Well, I don't really have one. Rather I have a question.
I don't own a phone book, and I haven't since I first moved out. I get them - each year I'll find one at the end of my driveway - but, I never keep them. Instead, I rely 100% on search technology to provide me with those sorts of answers... specifically Google Maps. Google Maps is the best local search tool ever, and I'd much rather use it and my computer to find the information I need then flip the pages of the YellowBook. I imagine quite a few people feel the same. For me, it is just more convenient that way... especially now that I have an iPhone (via the Google Maps app.).
My question is this: do you think as more time passes, and more mobile technology becomes available that phone books will become at thing of the past? My money is on yes. If this does happen, how soon will it be before all of those small businesses pull their YellowBook advertising, and begin to invest in local search marketing? I image sooner, rather then later.
This leads me to believe that those companies who currently know about and practice local search marketing have a monster advantage over their competition - small fish in a big pond. I predict that over the next few years that "big" pond will become over-crowded. Take advantage now!
Labels: commentary-rants, local-search
4 Comments:
Don't be so sure that phone books will disappear quickly.
True, I am in the directory advertising business, but I'm internet savvy as well. While many consumers are using pc's and mobile devices for local search, many small and medium sized businesses still claim their best quality customers find them in printed directories.
My company offers on-line advertising as well as SEM advertising with Google and Yahoo. Many of our customers are using these services now. But I'm amazed at how many businesses, even in high tech areas like Washington DC, New York, Boston, Chicago and Los Angeles, still rely on print Yellow Pages for a majority of their business.
By
Anonymous, at January 17, 2009 10:23 AM
The fact that the Yellow pages has been banned from some US states is a sign of things to come. I coach many small business clients and they have seen a significant decrease in the results they achieve from directory advertising (Yellow Pages) etc.
Another factor is the 'green' argument. The 'cost to the environment' of producing and delivering the Yellow Pages and other telephone directories goes against the 'be green' image that companies are adopting today.
The phone book will become obsolete, when is anyone's prediction. I know I won't miss it!
By
Karl Foxley, at February 25, 2009 5:40 AM
My 5 year old has outgrown her booster chair at the dinner table, but the Washington, D.C. metropolitan area Yellow Pages is PERFECT!
By
Peter Roebuck, at February 26, 2009 6:14 PM
If I can't find a website for your company than I'm not going to use your service.
It's ironic that if you get a land line at home you have to pay an extra fee NOT to have your info published in the yellow pages.
By
Kells, at March 26, 2009 1:00 PM
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