'The Yellow Pages brand is about bringing a business—no matter the size of its marketing budget—in touch with ready buyers,” says Ricardo D. Bautista, president of Directories Philippines Corporation (DPC). More than just a commercial directory service that’s accessible in print, electronic and mobile platforms, “we have introduced a whole slew of value-added services to make the commercial search experience more convenient and fulfilling,” adds Bautista.
At the edge of this massive brand re-orientation is the electronic Yellow Pages (EYP, www.eyp.ph), the premiere local online search authority in the Philippines. EYP focuses on Local Search because it is the niche that powerful global search engines cannot serve effectively. In fact, Google has forged a partnership (through Google Maps) with EYP precisely to fill this gap in the Internet giant’s massive reach. Yahoo is likewise exploring a deal with EYP.
“Both Google and Yahoo have realized that not all the information being searched is already online,” explains Doji B. Lopez, DPC vice-president for New Media. “If a business has no Internet presence, it will not be found.” In addition, global search engines tend to yield very broad results on the basis of key words. They do not determine if users are looking for a business, a person or an article. “Users may get close search matches but they always have to filter the precise results from the gibberish,” he points out.
Over the years, EYP has raised the granularity of search results to the most specific business, product, and location possible. “Local search has to do with local fulfillment, and EYP guarantees that information is always organized relative to a specific location,” Lopez says. “EYP shortens the distance between the advertisers/sellers and the ready buyers.”
Because EYP provides ready buyers with highly relevant and specific search results, local enterprises can reach exactly the customers who are looking for their kind of products or services, precisely where their stores are located. EYP goes a step further in enabling these local enterprises to be found with its precise vicinity maps, which can be accessed with just a mouse click. “Day to day, our mission is to bring ready buyers virtually to the doorstep of the local seller he is looking for,” Lopez explains. “We urged the country’s small and medium enterprises (SMEs) to take advantage of EYP’s expertise in local search to help them reach prime customers.
“Since we cater to users who are about to make a decision to buy a specific product or service, local SMEs with negligible marketing budgets can significantly benefit from being present in EYP,” adds Lopez. “We offer SMEs all the tools they need not only to get market attention but to catch the sort of buyer who is ready to reach for his wallet or to sign a purchase order.”
EYP, which lists more than 200,000 local enterprises from all over the country, also offers SMEs multiple avenues to be found through its extensive linkages with other websites and even mobile services providers. Lopez adds, “By taking advantage of EYP’s search solutions, banner advertising, and our wide network, entrepreneurs can easily attract, interact, and transact with their customers and get their business growing.”
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