Comments on: Has Yahoo Picked Marketing as Its Game? http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/ Tracking the Internet Evolution Mon, 07 Jul 2008 05:28:03 +0000 http://wordpress.org/?v=MU By: Yahoo! Leveraging What It Already Has » Webomatica - Technology and Entertainment Digest http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-547252 Yahoo! Leveraging What It Already Has » Webomatica - Technology and Entertainment Digest Thu, 13 Sep 2007 03:37:24 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-547252 <p>[...] Reading: TechCrunch, Ars Technica, GigaOm, [...]</p> [...] Reading: TechCrunch, Ars Technica, GigaOm, [...]

]]> By: NewTeeVee » CastTV Takes $3.1M for Video Search http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84087 NewTeeVee » CastTV Takes $3.1M for Video Search Tue, 24 Apr 2007 20:43:48 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84087 <p>[...] is “wide open” while competition like Google is focusing on hosting video, Yahoo on its “brand universe” initiative, and other startups like blinkx on bringing down feeds from video hosts rather than crawling the [...]</p> [...] is “wide open” while competition like Google is focusing on hosting video, Yahoo on its “brand universe” initiative, and other startups like blinkx on bringing down feeds from video hosts rather than crawling the [...]

]]> By: Pete http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84086 Pete Sat, 10 Feb 2007 03:59:27 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84086 <p>I like the brand focus - but I don't like the idea of a MS/Yahoo merger. Why wouldn't an offline media giant (NBC, Disney. Viacom) come in and buy Yahoo. The market cap is a bargain and that's what the offline companies do best - BRAND. That's what all off line media is about. Is it crazy to think that online ad dollars would move away from the CPC model and toward a model where reach and brand rule the day? I say no! After all, the TV ad business is something like $60B per year without a single click to be counted. Add up print, outdoor, radio and BRAND dwarfs even the mighty G. </p> <p>Yahoo is a bargain from that stand point, so let's see if Zucker, Bodenheimer or Redstone figures it out first.</p> I like the brand focus - but I don’t like the idea of a MS/Yahoo merger. Why wouldn’t an offline media giant (NBC, Disney. Viacom) come in and buy Yahoo. The market cap is a bargain and that’s what the offline companies do best - BRAND. That’s what all off line media is about. Is it crazy to think that online ad dollars would move away from the CPC model and toward a model where reach and brand rule the day? I say no! After all, the TV ad business is something like $60B per year without a single click to be counted. Add up print, outdoor, radio and BRAND dwarfs even the mighty G.

Yahoo is a bargain from that stand point, so let’s see if Zucker, Bodenheimer or Redstone figures it out first.

]]> By: Stilgar http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84085 Stilgar Thu, 01 Feb 2007 21:18:35 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84085 <p>These are spam blogs plain and simple. I could do the same thing tonight with a couple wordpress installs and the right plugins.</p> These are spam blogs plain and simple. I could do the same thing tonight with a couple wordpress installs and the right plugins.

]]> By: Trubee http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84084 Trubee Thu, 01 Feb 2007 17:35:17 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84084 <p>When Kevin Sites was allowed to report as he saw fit, we had a true window on the world. It sounds like he is being shackled to the god of advertising. Originally this is what made his coverage different from the garbage we're fed on the networks. It is a sad day for all of us.</p> When Kevin Sites was allowed to report as he saw fit, we had a true window on the world. It sounds like he is being shackled to the god of advertising. Originally this is what made his coverage different from the garbage we’re fed on the networks. It is a sad day for all of us.

]]> By: Sramana Mitra http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84081 Sramana Mitra Wed, 31 Jan 2007 21:26:08 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84081 <p>Very recently, I wrote <a href="http://sramanamitra.com/blog/484" rel="nofollow">4C: Yahoo's Turnaround Formula</a>, criticizing them for having haphazard offerings with no segmentation. </p> <p>This announcement addresses some of my points, in that they are actually tying together various disjointed and haphazard properties around a particular brand, and creating an integrated experience. </p> <p>I like it.</p> Very recently, I wrote 4C: Yahoo’s Turnaround Formula, criticizing them for having haphazard offerings with no segmentation.

This announcement addresses some of my points, in that they are actually tying together various disjointed and haphazard properties around a particular brand, and creating an integrated experience.

I like it.

]]> By: broadstuff http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84083 broadstuff Wed, 31 Jan 2007 21:06:56 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84083 <p><strong>Flickr slickr, usrs sickr …</strong></p> <p>Had to write this when I thought of the headline…Flickr, they of the Interestingness patent, have done something rather more interesting today and p*ssed of loads of their users - not only have they reduced the load on their metadatabase by limiting…</p> Flickr slickr, usrs sickr …

Had to write this when I thought of the headline…Flickr, they of the Interestingness patent, have done something rather more interesting today and p*ssed of loads of their users - not only have they reduced the load on their metadatabase by limiting…

]]> By: Marie Germain http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84082 Marie Germain Wed, 31 Jan 2007 21:06:01 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84082 <p>OK let's not talk about underlying technology (mashups) or whether someone else has aggregated or not. Creating a brand or 100 brands is about resonating with an audience. Yahoo! are learning to leverage their investments in brands to create deeper meaning with a broad range of customers. In the olden days I called it cross-marketing. But it has to resonate personally. So the content must mindmatch the visitor so they will come again and again. It's not just the unique visitor stats that count; it's the nubmer of views, etc… It's all about building deep relationships. Not technology. When you make toast you do not think about the little red wires inside. Yahoo! is making toasts--light ones, gold ones, dark ones. The visitors' response will tell all. And frankly there is a hunger unparalleled in history for advertising that works--traditional media is not returning history's results. Yahoo! is smartly rising to the call. And I assure you it is a loud cry. It's a good thing guys. One of you commented that Vonage was misplaced on the wii page. Huh? An almost pure-play company who provides VOIP. This is a relevant place for Vonage and better than the expensive irrelevant audiences they were reaching with that lobster on TV. Yahoo! indeed.</p> OK let’s not talk about underlying technology (mashups) or whether someone else has aggregated or not. Creating a brand or 100 brands is about resonating with an audience. Yahoo! are learning to leverage their investments in brands to create deeper meaning with a broad range of customers. In the olden days I called it cross-marketing. But it has to resonate personally. So the content must mindmatch the visitor so they will come again and again. It’s not just the unique visitor stats that count; it’s the nubmer of views, etc… It’s all about building deep relationships. Not technology. When you make toast you do not think about the little red wires inside. Yahoo! is making toasts–light ones, gold ones, dark ones. The visitors’ response will tell all. And frankly there is a hunger unparalleled in history for advertising that works–traditional media is not returning history’s results. Yahoo! is smartly rising to the call. And I assure you it is a loud cry. It’s a good thing guys. One of you commented that Vonage was misplaced on the wii page. Huh? An almost pure-play company who provides VOIP. This is a relevant place for Vonage and better than the expensive irrelevant audiences they were reaching with that lobster on TV. Yahoo! indeed.

]]> By: Jeremy Goodrich http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84076 Jeremy Goodrich Wed, 31 Jan 2007 19:31:37 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84076 <p>Where is Yahoo Shopping on that Wii page? Why is message boards in the top nav, instead of Yahoo Answers?</p> <p>The page needs more work, they didn't tie together their best properties…it's another internal gaff, honestly. One Yahoo team not playing nice with the others. Since the page is produced by the Media Group, the Shopping integration is down in the footer…and why link to a message board in the top nav with little to no content?</p> <p>There are dozens of startups trying to create a similar page. This smacks of a project the corp marketing folks came up with a while ago when I was there: http://discover.yahoo.com/th/search/</p> <p>Take a look at that page…while it's not the same, the idea is the same: let's attempt to tie together some Yahoo services into one mashup. Trouble is, there are 8 yahoo properties with a great Wii experience, and even this page doesn't tie them all together well.</p> Where is Yahoo Shopping on that Wii page? Why is message boards in the top nav, instead of Yahoo Answers?

The page needs more work, they didn’t tie together their best properties…it’s another internal gaff, honestly. One Yahoo team not playing nice with the others. Since the page is produced by the Media Group, the Shopping integration is down in the footer…and why link to a message board in the top nav with little to no content?

There are dozens of startups trying to create a similar page. This smacks of a project the corp marketing folks came up with a while ago when I was there: http://discover.yahoo.com/th/search/

Take a look at that page…while it’s not the same, the idea is the same: let’s attempt to tie together some Yahoo services into one mashup. Trouble is, there are 8 yahoo properties with a great Wii experience, and even this page doesn’t tie them all together well.

]]> By: Mark Metz http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84070 Mark Metz Wed, 31 Jan 2007 18:13:40 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84070 <p>I get it now. If you have a jumble of brands that don't make any coherent sense together, just call it a "brand universe" and suddenly del.icio.us will rhyme with Flickr. It's easy for the behemoths to acquire lots of properties (look at how many brands IAC has) but it's not so easy to get them all to play in the same sandbox.</p> I get it now. If you have a jumble of brands that don’t make any coherent sense together, just call it a “brand universe” and suddenly del.icio.us will rhyme with Flickr. It’s easy for the behemoths to acquire lots of properties (look at how many brands IAC has) but it’s not so easy to get them all to play in the same sandbox.

]]> By: Thomas http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84071 Thomas Wed, 31 Jan 2007 18:00:11 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84071 <p>Wow. I agree with Peter, HappyFunBall and BlogReader. This is scary.</p> Wow. I agree with Peter, HappyFunBall and BlogReader. This is scary.

]]> By: rodrigo http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84072 rodrigo Wed, 31 Jan 2007 17:58:15 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84072 <p>I'm going to be a contrarian here and say this is really smart if done correctly. First and foremost, the variable costs associated with creating one of these new brand sites are pretty low. </p> <p>If the idea is to have targeted ads, I like this proposition more than I like those little blue links on the side of searches in Google in that <em>IF</em> these sites get traction than the value of the customer (die hard fans of whatever the brand is) is a lot higher. </p> <p>There are also lots of possibilities of different revenue streams (selling data, referral fees on products and packaging advertising such that if you want to be on the brand site you also get involved with Panama).</p> <p>The only challenge is to gain traction for a particular brand or product and to that end I think they made a mistake with how they launched this. If I love the Wii, chances are I'm already reading some established sites that already have the community and all the network effects that make them hard to displace. Treo users already know about Treonauts, etc.</p> <p>The way these guys <em>SHOULD HAVE</em> launched and should consider in the future is to make sure that sites exist day 1 (or even months prior to) product launches for items like the Zune such that they have some sort of chance of becoming the main place people congregate for news, discussion and reviews. One would imagine they could even get some money from Microsoft or the various brands for putting something like that together (yet another revenue stream). </p> <p>Another problem: after clicking on the Wii link I see a big ad about switching my long distance to Vonage. Is <em>this</em> targeted advertising?</p> <p>This idea is a really good one but the execution needs to improve.</p> I’m going to be a contrarian here and say this is really smart if done correctly. First and foremost, the variable costs associated with creating one of these new brand sites are pretty low.

If the idea is to have targeted ads, I like this proposition more than I like those little blue links on the side of searches in Google in that IF these sites get traction than the value of the customer (die hard fans of whatever the brand is) is a lot higher.

There are also lots of possibilities of different revenue streams (selling data, referral fees on products and packaging advertising such that if you want to be on the brand site you also get involved with Panama).

The only challenge is to gain traction for a particular brand or product and to that end I think they made a mistake with how they launched this. If I love the Wii, chances are I’m already reading some established sites that already have the community and all the network effects that make them hard to displace. Treo users already know about Treonauts, etc.

The way these guys SHOULD HAVE launched and should consider in the future is to make sure that sites exist day 1 (or even months prior to) product launches for items like the Zune such that they have some sort of chance of becoming the main place people congregate for news, discussion and reviews. One would imagine they could even get some money from Microsoft or the various brands for putting something like that together (yet another revenue stream).

Another problem: after clicking on the Wii link I see a big ad about switching my long distance to Vonage. Is this targeted advertising?

This idea is a really good one but the execution needs to improve.

]]> By: happyfunball http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84080 happyfunball Wed, 31 Jan 2007 15:45:06 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84080 <p>So Yahoo! has basically declared it wants to go the AOL route…abdication of all things technical to Google and any number of mashupaterias associated with the Googleplex.</p> So Yahoo! has basically declared it wants to go the AOL route…abdication of all things technical to Google and any number of mashupaterias associated with the Googleplex.

]]> By: Chris Kieff http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84077 Chris Kieff Wed, 31 Jan 2007 15:02:36 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84077 <p>We have an interesting controversy brewing on our site with a lively dialog regarding Clear Channel removing a billboard advertisement we had placed. We are interested in your opinion if you can find the time to visit: www.msco.com/blog/mark-stevens-vs-warren-buffet Thanks, Chris Kieff, Editor Unconventional Thinking</p> We have an interesting controversy brewing on our site with a lively dialog regarding Clear Channel removing a billboard advertisement we had placed. We are interested in your opinion if you can find the time to visit: http://www.msco.com/blog/mark-stevens-vs-warren-buffet
Thanks,
Chris Kieff, Editor Unconventional Thinking

]]> By: Patent-Monkey http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84078 Patent-Monkey Wed, 31 Jan 2007 14:52:32 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84078 <p>Yahoo's ad presence is a financial pillar and any senior manager would be a fool not to realize that Yahoo need to focus R&D efforts to build upon the company's IP in the ad delivery market.</p> <p>We assembled Yahoo/Overture's ad platform patent portfolio which can be found here: http://www.patentmonkey.com/PM/FolderID/f260aae9d2664e7c857f64773ed00f38.aspx</p> Yahoo’s ad presence is a financial pillar and any senior manager would be a fool not to realize that Yahoo need to focus R&D efforts to build upon the company’s IP in the ad delivery market.

We assembled Yahoo/Overture’s ad platform patent portfolio which can be found here:
http://www.patentmonkey.com/PM/FolderID/f260aae9d2664e7c857f64773ed00f38.aspx

]]> By: China Internet Blog http://gigaom.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84079 China Internet Blog Wed, 31 Jan 2007 14:48:38 +0000 http://gigaom.wordpress.com/2007/01/30/has-yahoo-picked-marketing-as-its-game/#comment-84079 <p>I like the idea, after all the future is all about internet media. However, Google's business model seems much better - i.e. make money on other people's ability to create content.</p> I like the idea, after all the future is all about internet media. However, Google’s business model seems much better - i.e. make money on other people’s ability to create content.

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