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Perception vs. Reality, Part 2

by ShannonH 6 March 2012 09:13

We've already talked about new research from Market Authority, Inc., but today we'll look at it from another perspective.

Reaching your target audience is important, and perhaps you've been under the impression that having a healthy Web presence is enough. But did you know that nearly 20 percent of consumers in the San Francisco area don't have Internet access at home? But everyone has a smart phone, right? Wrong. In fact, fewer than 40 percent of 1,328 respondents in the January 2012 study report owning an Internet-ready device.

While the facts are astounding on their own, these numbers really underscore how incredibly important it is to have a diverse marketing strategy in place.

If you're a small business owner, struggling to make it against the big dogs, you've got your work cut out for you already. But don't make it any harder than it has to be by missing out on a viable market. Let the Valley Yellow Pages be your partner in creating custom advertising that gets results.

We've been specializing in local search for nearly 100 years. It's what we do, it's who we are, and we're here for you.

Search Engines Not Always Accurate

by ShannonH 29 February 2012 07:20

Do you think your search engine always returns accurate results? Think again. A recent BBC article underscored the inaccuracies of search engines.

The article noted a study that compared results from three search engines in which queries generated fewer than 1,000 results. "None of the search engines [were] providing exact document counting, only estimates," the article stated.

Now imagine you are in desperate need of an air conditioning repair shop in mid-August. Or a mechanic who specializes in Mini Cooper dash repairs? Maybe your old dog won't stop vomiting and you don't have a regular, local veterinarian.

Are you going to trust a tool as iffy as a search engine? Urgent or not, you need a trusted resource that will provide you the information you need to made a wise decision. Phone numbers, addresses, areas of expertise and more, all approved by the business itself, can be found in your Valley Yellow Pages.

When you don't have time to fool with search engines, we're right there with the information you need—the Valley Yellow Pages.

Perception vs. Reality

by ShannonH 29 February 2012 06:44

San Francisco may be trying to halt the distribution of Yellow Pages directories in their city but they may be doing it at the cost of those who use and value the directory.

Research conducted by Market Authority, Inc. shows that use of the Yellow Pages accounted for nearly 50 percent of money spent as a result of a direct local search for a business and that 69 percent of residents in and around San Francisco still use a printed Yellow Pages directory at least some of the time.

"This study shows that the perception that printed Yellow Pages is dead is extremely premature," said Steve Sitton, President and CEO of Market Authority, Inc. "The current perception among San Francisco Bay Area residents is that only 20 percent of consumers use printed Yellow Pages, while, according to the study, the actual number is more than three times that."

The most significant finding, however, might be in who's using the directory. Out of 1,328 studied, 64 percent of baby boomers report turning to the directory first. That's important because Boomers direct the majority of spending in the Bay Area and elsewhere.

So, where will you be when it comes to reaching consumers? If you're counting on Internet searches to do it all for you, we think that is not enough. Because if nearly 70 percent of consumers in tech-centric San Francisco still use the Valley Yellow Pages, how high might that number be in other areas?

Make sure you're reaching those who actually do the spending. Advertise in the Valley Yellow Pages and cover all your bases.

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