Advertising platform for local businesses Yellow Pages has rebranded to a full-service media business under the name Yello.

“We have fast-tracked the evolution, which began as a printed directory brand known as Yellow Pages that advertisers have come to know and trust, to a full-service media business, Yello. This charts a new direction for digital marketing in the 21st century,” CEO of the parent company, Yello Media Group’s Ian Neita, said in a press release from the company.

The rebranding, which was announced last week, also saw the company unveiling a new online directory.

“We’re excited to introduce our online directory platform change from www.jamaicayp.com towww.findyello.com,” Neita said.

He reasoned that findyello.com features more comprehensive content, a simpler modern interface, innovative design, and easier site navigation to enhance the users’ search experience.

“Visitors to the site will have information on coming events, as well as business tips and reviews from an expert team of content writers.

The company stated that the change is in response to customers’ demand, consumer expectations, as well as to position Yello to take advantage of the latest developments in digital marketing.

“The new Yello offers improved customer experience, new products and features, plus a stronger platform to showcase our advertisers, enabling them to reach a wider and more diverse audience,” general manager of Yello Media Jamaica, Jessica Campbell, said.

According to the company, Yello offers an innovative suite of digital marketing solutions and directory products to connect the right businesses to the right customers at the right time. Search engine marketing (SEM), website development, social media management and app development are some of the digital solutions offered to enhance value for advertisers.

“The new slogan, ‘We Know Local’, is a declaration that Yello knows where to find the best of local hidden gems in Jamaica. We know where consumers are and how to reach them,” emphasised Campbell.

The company has also restructured its operations to meet the needs of its demanding clientele as it strives to provide exceptional customer service with a newly established customer experience team.

Parent company Yello Media Group plans to roll out a series of new products and services to connect buyers and sellers and enhance local economic activity.