 | Sound, affordable marketing advice that saves you money.
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Greetings!
It has been a productive year working with many of you. I hope I provided quality advice and support that exceeded your expectations. As we renew our projects in 2011, I look forward to helping you achieve your business goals effectively and affordably.
Thank you for your business this year, and for making this year one of growth and success for GrowthFocus!
Kern
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Some Holiday Gifts for my Readers
Recent articles that I found intriguing
McKinsey put out a nice tool to examine the moving landscape of Web 2.0. (Web 2.0 refers to the increasing use of interactive online tools and communities to connect with people.)
Here is the link. Registration is required, but free.
A recent study confirmed that e-mail marketers must not only consider when to deliver their e-mails, but also where the recipients will be, as so many people now check their e-mails through smart phones. E-mail formatting and scheduling is now a matrixed decision!
Here is the link to a research summary.
I found this tongue-in-cheek "letter to your CFO" captured the current issues in justifying marketing "spend" to the corporate financial stewards. Keep it handy for crafting future presentations.
Find the "letter" here. |
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The Slow but Steady death of Printed Yellow Pages
Small businesses are their last redoubt
The use of internet search has been eroding the market share of printed Yellow Page ads for the last decade, and this year has seen the trend continue. Multiple studies have found that close to 90% of people who seek local businesses (the mainstay of printed Yellow Pages) now do so online, even if about half of them also take a peek in the traditional book.
In a recent seminar by HubSpot (a marketing tracking software for 21st Century marketing), research by the Yellow Pages' own trade group noted that most people search online, while only about half use the old printed pages.
So, if you had to decide where to spend your marketing budget, where would you prefer your messages appear:
- Where the people are close to 90% of the time?
- Where the people are only 50% of the time?
Placing an ad in printed Yellow Pages used to make a lot of sense, but it inflexible annual commitment, expense and declining market share make it very hard to justify. For more on this, check out my blog post.
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 I share my thoughts on marketing industry trends and eternal truths on my website blog. Visit, subscribe, leave a comment. I look forward to having a vibrant conversation with all of you.
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