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Yahoo's new ad campaign: Its Y!ou

Created by : sumitra dutta, Consultant, XYZ  | 10 05 2009 12:39:21 +0000
Industry : InternetFunctional Area : Strategy Execution(Strategy & Execution)
Keywords : google microsoft yahoo yahoo india its you its you ad campaign
Activity:  631 views;  last activity : 07 06 2010 20:18:09 +0000

It was like one was reading the same newspaper on the other day where most of the English daily newspapers in India was having the Yahoo ad. India’s largest English-language newspaper, the Times of India also had one, and this was an interesting print edition front page, a huge yellow advertisement for Yahoo’s It’s Y!ou campaign, the bold title “The Internet is under NEW MANAGEMENT -Yours” with the tagline “It’s Y!ou” emphasising that the new Yahoo was all about the user

05_10_2009_001

The newspaper’s circulation as of 2008 was 3.14 million, making it the largest selling English-language daily newspaper. Not only in News papers the ads are cross platform one varying from radio, to television, to print, to out of home billboards etc. This comes after 100 million dollar marketing strategy that they came up recently to promote Yahoo on different platforms.

What does the ad mean? Yahoo has said it hopes to follow up on the ads by personalizing the Yahoo experience for each user. And the team behind the ads are the same people who did the ZooZoos for the vodafone.

What do you think people will this Marketing strategy yield success for yahoo in India? Share your views people.

  
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According to me the campaign which is cross-platfrom, from radio, to television, to print, and other space as well will do good for yahoo and don't forget the social media. And getting a full page ad in almost all the leading dailies is an impressive feat. Yahoo clearly hopes to lure Indians away from Google and others in this area. Atleast Yahoo in India is already having a large presence, reaching 26 million of the 35 million online Indians in latest report from Comscore. And In an interview Yahoo India MD Arun Tadanki said “India is a promising market for us. India’s importance to Yahoo! can be gauged from the fact that our global campaign is first being launched only in three markets- US, UK and India.“

And the main focus for Yahoo is on making people aware that it’s homepage is all they need their one stop shop for everything on the Internet. I think this strategy will work for them.
By sumitra dutta, Consultant, XYZ  10 06 2009 04:09:48 +0000
 
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Yes, advertisements in various media such as newspapers, radio and Television etc are good move as a result they can get somemore users who donot aware of Internet and online resources.
By Dhana , Webmaster, content writer, ISC Technologies  | 10 05 2009 17:16:43 +0000
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Currently Google in all its offering, offers lesser graphic details than Yahoo. The only significant edge that Google holds over yahoo is it's reach and convenience, specially through its search engine.

Microsoft did try to counter google with Bing but the initial response had not been too encouraging. So this is a second attempt to eat into Google market share using a rich, customised, graphic detailed mail through Yahoo.

Though the new features will add to the shine of the mail service, but a word of caution is that currently Yahoomail is SLOWER than Gmail. If they keep on adding graphic features, it will take more time to load and will eat up more bandwidth (a point to keep in mind in case of ppl who use mobiles to check mails and surf net). So its interesting tradeoff between shine and utility that Yahoo has to craft to be truly acceptable to the mass.
By Abhra Chatterjee, Manager, Idea Cellular Ltd  | 10 05 2009 15:16:03 +0000
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Of course yes. People would love have access to the management of YAHOO. By giving the moderation in the hands of users, Yahoo has done a very good decision. This will increase the traffic of YAHOO...
By Radhakrishna Marar, Business Analyst, Oracle  | 10 05 2009 12:51:37 +0000
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If you go for average Internet users the two things he looks from service providers like google, Msn,Yahoo is:

1. Very good facility for sending and receiving Emails.

2. Very good search engine

As on date in both these categories Google is streets ahead of both MSN and Yahoo.Hence unless and untill they improve these two products with some new innovative features , they will not be able to lure the user away from google.

Hence first there products have to improve only after that the question of advertising comes into the picture.
By gurminder dhir, Associate Vice President ( Marketing), ISMT Ltd.  | 10 05 2009 13:24:10 +0000
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