Each year, most Americans receive a thick phonebook full of yellow page advertisements on their doorstep. While this used to be the primary way that individuals would find businesses for various tasks, our technology has changed such that this is rarely the case.
Nowadays, most Americans turn to the Internet when they have a problem or need a service. Before the Internet was at nearly everyone’s fingertips, the yellow pages were a handy tool. However, clicking the mouse and typing on the keyboard has become more second nature than flipping pages in a book. With the advent of traveling or compact Internet devices, such as netbooks and smartphones, it doesn’t make sense to keep around these bulky books that need to be updated annually. Americans can now impulsively search for what they need while waiting for a bus or at a doctor’s appointment, and then simply call using the same device they searched on.
Mortgage marketing is one example of this phenomenon. Potential homebuyers can browse websites to look at homes for sale, as well as look up mortgage rates and compare between lending institutions. The Internet is especially useful in this situation as the interest rates can change quickly. This can also save time for businesses. Rather than spending time answering questions about interest rates and other information that cannot be included in the yellow pages as it changes too frequently, customers can simply view the website to get this information and only call if they intend to do business at the location in question. In this case, the Internet has definitely killed the yellow pages in terms of mortgage marketing.
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While it can be frustrating for businesses that have been in business for a long time to change tactics, there are many advantages to online marketing as compared to the yellow pages. As noted above, this extra time spent on advertising can lead to a decrease in the time spent on phone calls with potential customers. Advertisers can also take advantage of blogs and targeted Internet searches to have their ads only show up for those who are interested. Businesses with excellent customer service are at an advantage as website reviews can impact customer decisions. While the yellow pages will be around for a while, it is wise to take advantage of Internet marketing to increase customer base.