Internet trends… The death of the phone book
As we listen to calls across the country, we find that more and more people are using the nearest and easiest tool to find people and businesses. If a computer is closer than a phone book people use the computer. This trend has been visible for quite a while in larger more technologically oriented communities. However the trend is catching in smaller communities. An example we came across today illuminates how the need for expediency is over-riding the comfort of traditional behaviour.
In this case, a chiropractor uses resultstracking.com to track the amount of response he gets from his internet marketing efforts. The raw data of number of calls, length of call, repeat or unique calls is all very interesting and valuable from a local perspective. The qualitative data of the content of the calls is what can help reveal trends.
This particular caller happened to be a small town medical doctor, who had a patient in crisis. He needed assistance from the patient’s chiropractor in helping diagnose the condition. Instead of turning to the phone book, he turned to the internet and looked for the chiropractor on the internet. What makes this interesting is that the medical doctor probably not only knew the chiropractor, but also had the chiropractors number available in a variety of places in his office. For sure it was in the phone book.
June 21st, 2008 at 6:55 am
in 2006 we were listed in every major phone book on the Los Angeles and Westside areas (4 major books). In 2007 we cut that in half and decreased our ad sizes to near minimal allowed sizes. In 2008 we discontinued all book advertising and focused solely on repeat referrals and internet. Been a great year so far.
April 6th, 2010 at 12:42 am
Who looks in phone books anymore? People just jump online and look for what they want or need themselves, it lets them do more research, get more information and feel more informed about their decision (even if they aren’t).
April 4th, 2011 at 1:27 pm
Agreed, the only way is down for the phone book, very limited and within 5 years I think they will be extinct, arguments against this theory please?
May 3rd, 2011 at 9:43 am
Absolutely outstanding information and very well written,thank you very much for this.
May 15th, 2011 at 4:27 pm
Actually, Phone books are still a valid tool for the generation that does not use computers. They still drive huge numbers of customers.
May 15th, 2011 at 4:34 pm
Actually the lifespan of the phone book is much longer. Phone books still drive billions of phone calls to businesses. Many people still use the phone book and will continue to do so. The books will grow smaller. Distribution will shrink. The remaining users are those who are prone to not using the computer, i.e. older people. This market however is a valuable and powerful market. It will continue to be attractive to advertisers for many years.