Even the great giants need exposure and Yahoo is no exception. Coming under the extreme pressure of cutthroat competition Yahoo has decided to launch a multi-million dollar ad campaign. The integrated ad campaign is likely to include television, radio, movies and online advertisements. This move of the Yahoo indicates that after spending many sleepless nights in retrospection, it has decided to carefully re-establish its brand name and re-vitalize the company.
While it would be premature to dub this step as a desperate move by Yahoo on the ground that, it is finding it difficult to compete with other online giants on technology. Unquestionably, if we ponder over marketing strategy of Google and MySpace, they spend very little on marketing especially Google. However, it would be pertinent to take note of business or revenue model of these companies are not exactly identical so there will be no compulsive identical marketing strategy of these online companies.
Moreover, one thing is sure that Google might be cutting a big chunk from Yahoo’s search market, which is Google’s forte. Interestingly, the ad campaign, with a tinge of humor and playfulness, is likely to focus Yahoo’s new home page, the new beta mail and Yahoo! Answers. Apparently, as debated it does not seem to be bothered about search engine wars at least for the time being. In present, situation Yahoo strategy seems to be fit in its marketing strategy as Yahoo’s main strength lying in services through technology while Google’s strength is purely technology based.
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