Summary
Yahoo's! attempt to grow traffic and brand loyalty by a traditional advertising campaign is not the right course of action for the problems they face. It seems as though they are talking to themselves.
Analysis
In the early days of Internet marketing, the website traffic growth plan was simple. We all ran a few spots on the Superbowl, sat back, and watched the traffic grow. Ten years later, the formula is not so simple. Yahoo's! advertising campaign is the wrong approach for this decade.
Today, Internet users are a fickle bunch. Consider how fast users migrated from My Space to Facebook. Yahoo! is going through a difficult time. Much like Microsoft and Google, they are no longer a "cool" company. The next shift in website growth for Yahoo! will not come from an advertising campaign. Rather, they will be forced to either 1) develop a product or service that users want (like Facebook did) or 2) Buy someone and then figure out how to pay off that investment.
Yahoo's! leadership need to look beyond traditional advertising campaigns to reinvent its forward movement.
This author consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
