Sitting at the final Texas Tech home baseball game at Dan Law Field with a few friends and one of them was complaining about not being able to see over the person in front of her. She said, “I wish I had a phone book to sit on so I could see over this person.” I reminded her that she would need at least 4 to get to that vantage point. The reason – the book is shrinking – shrinking in relevance, because of this new-fangled invention called the internet (I heard it was going to be big one of these days). More and more people have everything the need to find you in the palm of their hands, in their smart phone. (Yes, TTU won the game and finished the sweep of Kansas.)

So why then do people still want to advertise in the ‘yellow pages?’ Today’s consumer goes online before they do anything else. More likely than not that venture into the online world is done with the device in their hand, the smartphone. They begin the search for your business with a mobile search. So if that is the habit of consumers, why invest your advertising dollars in a place no one sees? Imagine if you were to take that money you spent in “the small, yellow book” and put it in a place that could actually do you some good, like radio commercials driving people to connect with you on their smartphones? It is not a necessity to be in the yellow pages; it is probable more of a necessity to have a mobile optimized website so people searching for you on their smartphone call reach you.

You are better off developing a solid-top of mind advertising campaign for your business. Couple this with a solid online presence that is optimized for mobile. These are the tools of the present and the future. Not sure how to do this, Call Connie Hayes at 806-748-2404 or call me directly at 806-748-2405 and we can sit down with you and our interactive team at 2501 Interactive, www.2501interactive.com. We can develop a long term plan for your success now and in the future.

Christopher E. Fleming
Chief Revenue Officer & General Manager
Ramar Communications, Inc.