Yellow's bid for the SMB digital marketing dollar

Around 125 people are to lose their jobs as former directory publisher Yellow takes another step towards its goal of ‘becoming a digital marketing services provider’.

Scott Pomeroy, CEO of Yellow, says the company’s print directories are still well used, but the company needs to improve its 25% market share of New Zealand’s online search and directory advertising spend.

"Our customers have told us that they really want complete year-round marketing solutions rather than ad-hoc products like the old print-based model offered in the past,” Pomeroy says.

"We are now responding to this need, but this has required a major refocus and considerable changes, particularly amongst our sales force.”

For example, Yellow is employing a more ‘consultative’ selling approach, and integrated technology such as iPads to streamline processes and cut down on admin costs.

The aim is for 50% of new business to come from digital within five years, including websites and online listings as well as videos, social media, and Google Adwords.

Pomeroy says this approach will help make Yellow ‘a trusted brand and a full service adviser to SMEs on their digital marketing needs’.

Do you think Yellow’s move will pay off, or are they five years too late? Post your comments below.