IT
RECAP
MARKETING OBJECTIVES TACTICS
1
• Yahoo! in 1994 = cutting edge technology • 2000 = things changed for Yahoo! à Google emerged
• Cluttered and is less related to the key words • Most services are unknown • Unattractive financial health to investors
3
• Marketing Objectives & Tactics
2
!
MARKETING OBJECTIVES
1. Build brand awareness to increase Yahoo’s market share 2. Capture to younger demographic 3. Encourage product trials among target segments 4. Strengthen Yahoo! ties with advertisers
Long-term tactics
Short-term tactics 2015
20…
YAHOO! IT
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TACTIC 1
Default search option
OPPORTUNITY
• Apple’s contract with Google is about to expire • Safari has a good standing = 55% of US mobile and tablet usage share
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Apple might build their own Search Engine Google loyalists may be hesitant to use Apple’s search engine even if it is set as the default option
Issues
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Revamp Yahoo! Search and TACTIC 2 Yahoo! Homepage platform
Userfriendly
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Relevant
Interactive
Personal
273M Users Â
1.4M Followers
12M Likes
22.1% Market
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Budget & time
Loyal Yahoo! Users
Issues
PROGRAM EVALUATION • Reasonable Short-term tactic • Low risk
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TACTIC 3
Transform Flickr into a one-stop visual-sharing community
•
•
Expand database of stock files + media varieties by partnership with Muzli
Collaborate with other major photography providers
“To be a one stop visual-sharing community that connects passionate users to share, curate and build new visual stories”
Challenge: To convince existing users of other mediasharing platforms to do a brand switch to Flickr Â
Issues
High cost
Time Consuming
PROGRAM EVALUATION
• Expand its user ship in the digital content category • Elevate the Yahoo! brand experience with positive associations (i.e. ease of use, hassle-free) • Drive search traffic • Revitalize the overall brand
Long-term tactics
Short-term tactics 2015
20…
YAHOO! IT
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TACTIC 4 How to attract advertisers?
COMPETITOR
• Higher search engine traffic • Higher click through rates • First logical choice • Lower costs • Less competition for ad position • Personalization capabilities
PERSONALIZATON
To help advertisers, Yahoo recently conducted a research study about consumer-personalized advertising
“Consumers are immersed in digital content and ads across a wide range of devices on a daily basis, creating a challenging and cluttered environment within which brands must try to stand out” – Yahoo Advertising
4 Key Factors
“88%
of consumers trust online reviews as much as personal recommendations
”
What does it mean for Yahoo!?
TACTIC 5 Launch Yahoo! Web Browser
• Cleanliness and Ease of navigation • Further integration with other Yahoo! sites
COMPETITOR
OPPORTUNITY • Minor site incompatibilities • Difficulty accessing the “DO NOT TRACK” feature
• Lack in ability to update • More page errors than other browsers
• Dropped from opera+ng on Windows because of bugs and holes • Only available on Macs
• Uses more memory • Lags in performance on weaker hardware
MESSAGES
Supported by every operating system
Personalization
Developer friendly
Stress speed
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Self Content Curation
High Resolution
Yahoo.com
Subscription Service may be cause for much litigation
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Issues
Huge Investment
May have to carry a mid to high price point
SO, READY TO
IT
?
THANK YOU!