December 3rd, 2014 ~ Vol. 84 No. 48
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Small businesses are left behind
Crowsnest Pass Herald Front Page
Ezra Black Photo
Jeff wright, media account consultant with yellow pages canada, helped business owners at the chamber of commerce luncheon “get with the times” in this digital age.
EZRA BLACK
Pass Herald Reporter
The digital revolution is leaving small businesses behind said Jeff Wright, media account consultant with Yellow Pages Canada, to members of the Crowsnest Pass Chamber of Commerce.
“The challenge of a small businessperson is they’re the store owner, accountant and sometimes the worker,” said Wright at his presentation to the Chamber at their monthly luncheon at the Tin Roof Bistro on November 26. “You wear many hats as a business owner and this stuff is very complex. It also changes very fast.”
The “stuff” includes maintaining a website and keeping it stocked with new and refreshing content, increasing the site’s ratings on search engines using Search Engine Optimization (SEO) strategies and then being able to market or sell from the site.
Wright said 28 per cent of Canadian businesses do not have a working website, which is a problem because we’re spending more time online on an increasing array of devices.
“People are accessing the Internet in more ways than ever before,” said Wright. “The consumer is much more educated than they were ten years ago and that’s because of content online.”
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They’re also buying products online, said Wright, who claims that 89 per cent of Canadians are online shoppers.
All of our gizmos are creating consumers who are much more demanding and knowledgeable than they were in the pre-digital age. They’ve also developed an attention deficit; Wright claimed that the human attention span has decreased over the past ten years.
He urged chamber members to develop mobile friendly websites because many consumers are now shopping from their phones before giving a quick pitch of his own company’s web development services.
Several years ago Yellow Media Ltd. almost went the way of Blockbuster Video but it avoided bankruptcy and has been managing its own declining print revenues by affecting a change to digital media.
The company owns a number of online directories including YellowPages.ca and Canada411.ca.
“Consumer behaviours change and you as business owners need to do that too,” said Wright.
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December 3rd ~ Vol. 84 No. 48
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