When I arrived in Canada 4 years ago, the first people to contact me was a company working with a big yellow book. I had a lovely lunch meeting with the people, I gave them my thoughts & ideas on how they could move forward into this new digital world capitulating the planet and of course my contact information.
Now, as most people who know will testify, I don’t usually sugarcoat anything, shoot from the hip is a term used a lot here in Canada and I do, It’s just the way I am.
So today as I watch the demise of a once great institution taking place, I ask myself could I really of helped? The answer MOST DEFINATLY.
If fact, with a little tweaking they could rule the search engine results pages, seriously, and that’s were the real dollars are, plus advertisers would flock back to be at the top of Google.
Now could the hierarchy on the east coast put up with a straight talking Brit? now that’s another question, they could’nt the first time. I did foresee the autotrader’s problems and mentioned it, they lost money on that one. I also told them about the Google Adwords reseller program/agreement they have and what would happen with that a full 12months before it did, psychic, no, Internet experience and common business sense.
They were great at selling advertising in a book every business wanted to be in, there not very good at the Internet game. They may have some good technicians, programmers and traditional marketers in house and they certainly have a few pretty faces, Ive seen them first hand But they don’t have anyone near capable for the online strategy stuff that could relight the company back into a leader they once were.
Need proof? how much have they recently spent on videos, marketing, brochures, Adwords etc promoting the new search engine solutions program, Mucho $$$$ and where do the list organically on search? They should be totally dominating this term.
Now, solution, get expert help, pay the dollars, it wont be cheap, take the company ego’s out of the room, don’t expect a slick marketer in a pinstripe suit showing you a PowerPoint or YouTube video, these guys know shit, the ones who know in this game don’t look or work like that, we just know.
It’s never over until the fat lady sings, do something now or you will be hearing those dulcet tones sooner than you think.
Dont let Bill Gates be right. The old-fashioned printed Yellow Pages used to be the way that people found local business, but not anymore. Microsoft founder Bill Gates has gone so far as to predict the Yellow Pages will be officially dead 2012 .
Newspapers and other print mediums, even TV are losing a huge portion of their advertising revenue share to the web, most of these now own an online property where they are trying to make up revenue losses, is this too little too late?
There are many reasons that have made it hard for the traditional media company to compete with its own online web property and here are just a few of them:
1. The web has more competition:
Offline they are competing with only a few other newspapers/stations, but on the web they are competing with millions, the web has given everybody a voice for free!! Not everyone can establish a print newspaper or a TV station, but everyone can easily own a Blog FOR FREE, and if you happened to be a really good ad writer in a specific niche, you could well start to get your own audience.
2. The web is fast paced compared to traditional media:A few months in the web world is a very long time, so while those guys are strategizing for the next 5 years, a young 20 year old could come up with another Facebook or Digg, or may be another Google.
3. Should you care less about brand/reputation:
When it comes to the web medium, it is an open environment, expect criticism, spam and all kinds of other attacks, fear will get you know where, get rid of these fears and go online.
4. The low cost of getting traffic on the web:Thanks to paid search and search engine optimization; you can get instant traffic online once you have finished your website, you can also control the amount of traffic/money you want to spend every day.
5. The web has a huge user base:
Before the web there were millions of people who were unreachable by any media, the popularity of the web has created a huge user base where small ideas can find people interested them.
Is traditional media going to die soon?
It will not die, but traditional media should expect to lose more of it is advertisement revenue year by year, they have a solution, which is to convert more resources towards their web departments and try to hire some creative minds AND online marketing experts in order to;
- Drive more traffic to their online properties
- Enhance their brand
- Make it harder for smaller players to penetrate the market by continually growing your own online presence to catch any new opportunities.