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| Home > Resources > Articles > Yahoo’s $100 Million Gamble or Investment? | |||
Yahoo’s $100 Million Gamble or Investment?09/28/2009
The announcement of Yahoo’s $100 million ad campaign has sparked some interest, and raised eyebrows amongst those in the search engine marketing community. In a move that is being viewed by some SEM professionals as a ridiculously expensive and doomed attempt at reinvention, many are left wondering: is it really worth it?
Is Yahoo spinning its search engine marketing wheels?
Under the guidance of recently appointed CEO, Carol Bartz, Yahoo’s new multi-million dollar campaign aims to shift the focus to “You”, literally. The company’s new tagline declares, “It’s You”, and another catchphrase developed by the Ogilvy, Benson, and Mather advertising agency for this campaign proclaims; “The Internet now has a personality, Yours.” Scheduled to begin on September 28th, the behemoth marketing campaign will include online advertising and other ads via print, radio, and TV. In an effort to move away from its image as solely a search or SEM organization, the company’s 15-month global campaign will repeatedly emphasize the importance of allowing users to make their internet experiences through Yahoo, more personal ones. It’s clear that Yahoo is now looking for new ways to bridge the gap between online users who are seeking information, easy to use social networking, and personalization, all-in-one place. The question is: Will it work? Will Yahoo be all dressed up with nowhere to go? Yahoo has yet to reveal all of the details regarding its new marketing campaign, but there’s no questioning the fact; there still remains a lot of work to be done. In the never-ending quest to provide finicky and increasingly insatiable internet users with new and improved ways to access information, Yahoo has undoubtedly been left somewhat behind. While Google continues to dominate as the world’s leading search engine, Microsoft has increased market share and poured close to $100 million of its own money into marketing its search engine, Bing. This is a move that many search engine marketing industry insiders believe would have proved beneficial to Yahoo, as well. Search engine marketing and other efforts made in the past by Yahoo, including changes to their products, have received mediocre responses from internet users. The growing consensus among users and industry insiders alike is that Yahoo has failed to capitalize on the internet’s most valuable asset to its users: innovating technologies. While some believe that any attention Yahoo garners is good for business, others believe that the company’s efforts are misguided and are unlikely to achieve the results that it’s looking for-new users and more advertisers. This leaves many to question whether or not Yahoo’s monies may have been better spent on innovation, rather than reinvention. For more insight visit Search Engine Optimization Services Other ServicesOther Services we Provide
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