Communication strategy proposal for Yahoo!, Inc based on secondary and primary research. Survey of over 500 respondents was collected and analyzed to construct the communication strategy to rebrand Yahoo!, Inc.

1. Building
Innovation
MARKETING STUDY: YAHOO’S
RECONQUERING THE INTERNET
Team 1: Chenhui James Zheng, Chaoyu Li, Maria Hsu Thiri
New, Alona Timofeyeva, Nina Maluenda & Anna Ketsetzioglou

2. History
Marketing Briefing
Challenges Yahoo! is Facing
Yahoo! & Content Based Website
Target Audience
The Strategy
Agenda

3. Background
“ I definitely think what drives technology companies is the people, because in a
technology company, it’s always about what are you going to do next?”
– Marissa Mayer, CEO of Yahoo!

4. 1994 –
Founder’s
of Yahoo!
create
Jerry &
David’s
Guide to
the WWW
1996-
Yahoo!
goes public
1997 VIP!
My Mom
and I get
Yahoo!
Email!
2001-
Reached
it’s low of
$8.11 per
share
2004
I moved to
GMAIL,
mom stays
with Yahoo!
2008-
Refusal to
Merge with
Microsoft
2012-
largest
layoff in
Yahoo!
history-
14%
2012-
Marisa
Mayer is
named
CEO
2013 –
Acquire
Tumblr
2013- Hire 17 yr.
old to develop
Mobile APP
Technology used
to summarize
media
Yahoo!’s Timeline

5. Pieces At Work:

6. Mobile Innovation at your
Fingertips: MaVeNs
(Mobile, Video, Native, Social)
Apps
Content Rich
Live Video Steam

7. Mobile:
quickly responding
to impulses,
emotions; as the
mind.

8. Challenging Times for
Yahoo!

9. Unclear Brand Image
Q: Please type in the first three words that come to your mind when you think of Yahoo?

10. Brand Perception

11. Yahoo! Users & The Brand
 29% and 30% Perceive the brand a Friend or
an Acquaintance
 45% feel there has been no change throughout
the Year
 46% Do not Care about the Brand’s Existence
Q37, Q39, 40

12. Yahoo!’s
Revenue is
mainly
made up of
…
40%
40%
20%
Revenue
Search Display Ad All other Revenue

13.  2012 : - $3,95 Billion in Total
- $4.3 Billion derived
from Alibaba Stock
 2014: - $7.52 Billion in Total
- $6.77Billion in derived
from Alibab Stock
Poor Net Income Performance
0.
2,000.
4,000.
6,000.
8,000.
10,000.
12,000.
14,000.
16,000.
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
USDollarsinMillions
Year
Net Income 2004 - 2014, Google Vs. Yahoo
Google
Yahoo

14. Drop in Search Engine Market
Share

15. Drop in Yahoo!’s Display
Advertising Share

16. In Summary
Yahoo! is
Facing
…
 Drop in Market Share
 Poor Performance in Revenue
 Unclear Brand Image

17. Break Down of Yahoo!
Inc.

18. Yahoo! Inc.

19. Search Engine Market
 Size: $2 Billion Yearly Increase in Ad
Spend
 Main Players: Google, Bing & Yahoo!
 Devices: Smartphone & Desktop
Computers.

20.  59% of people believe - “When you
go online, you’ll pretty much get the
same search results regardless of
which search engine you use”
 88 % say - “Some search Engines
are simply better than others.”
Search Engine Preferences
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Google Bing Yahoo! MSN
Search Engine Preference
Ever heard Past 3 months Most often
q16. Which of the following search engines have you ever seen or heard of? by BANNER1

21. Google’s Dominance
 Google
 65% - is easy to use
 59%- A lot of people use this site
 52% - Is Very Practical
 Bing
 25% is easy to use
 23% A lot bit boring
 20% - I don’t understand why people use this
site
 Yahoo
 36% - is easy to use
 35%- A lot of people use this site
 35% - Is great for general news
66%
14%
9%
11%
Q. 19: Which of the following Search Engines
would you say you use most often?
Google
Bing
Yahoo
Others

22. Search Engines choice
is
Habitual
 86% say: “: I have a favorite
search engine and that’s the
one I usually use”
 81% say: “If I don’t like the
default search engine on my
computer, I’ll change it to
something else
49%
23%
16%
6%
6%
Q. 6r1: Choosing Search Engine to Use
When Searching Online
I do this completely
as a matter of habit
I do this somewhat
as a matter of habit
I put some thought
into this
I put a lot of thought
into this
I don't do this

23. “
”
Endless War has been is Lost
THE WAR OF OUR AGES BETWEEN GOOGLE, YAHOO AND BING HAS BEEN LOST… NOW IT IS TIME TO MOVE FORWARD
Yahoo’s CEO say, “ What a relief, now we can move on to the good
stuff!”

24. Yahoo! Inc.

25.  Yahoo Mail and Hotmail are the Main
email providers
 Consumers have a general satisfaction
of 98%
 Smartphones & Tablets higher
consumption
 Each individual had several email
accounts
Email Market
1%
8%
15%
18%
25%
33%
Email Providers Preference
Apple iCloud/ Me
Mail
AOL Mail
None of these
Gmail
Hotmail
Yahoo! Mail
Q. 13

26.  Yahoo! Mail dominates the Total Market
 Yahoo! Mail, Hotmail & Gmail are the main player
 Gmail more common amongst 24-39 yr. olds
 Yahoo! Ad cuts with payable accounts
 40 yrs., Hotmail as second provider
 18-39 yrs. Gmail as 1st Choice
 Key Point: Integration, Easiness, Accessibility
Yahoo! Mail Market Dominance

27. Yahoo! Inc.

28. Yahoo! Content
THE OPPORTUNITY...

29. Content as a Segment is Attractive

30. 29%
Yahoo Content
Content as a Segment is Attractive

31. 22 categories
Differentiation in awareness
Differentiation in genders
Male: Sports, Finance & Travel
Female: News, Messenger & Games
Content as a Segment is Attractive

32. YAHOO! Content’s Highest
Awareness
Variation between preferences
Yahoo! News #1
Messenger and Sports are following

33. Content’s Competitive Market Set:
Infinite Options

34. Content Preferences

35. ● 45% visited Yahoo! News
● 27% visited Yahoo! News in the past 3
months
● 15% use Yahoo! News more often
● 74% Total Satisfaction
● Smartphone Use highest in the market
Yahoo News Dominance

36. Buzzfeed
● Can be annoying 25%
● Is great for entertainment news
21%
● Is more for young people 32%
Huffington Post
● Is great for news on finance 28%
● Is easy to use 21%
● Is more for older people 24%
Competition & Brand Awareness

37. …& THE SOLUTION
PROMOTE YAHOO! Inc. AS CONTENT EXPERTISE

38. Content & Digital Trends

39.  More than 50% of population
choose content source
habitually
 66% agree that takes more
news online
 80% of millennials
 73% of College Degree owners
 73% with income $49-70K
News Importance and
Digital Content

40. Digital Content as a Habit
q6r3: Deciding where to get the latest news online
Switch &
maintenance

41.  EVERYTHING IN ONE PAGE
 CONTENT GENERATOR AND AUTHENTICITY
 EXPERTISE WITH VARIATION AND SEGMENTATION
 EASY AND ACCESSIBLE APP
 q7r9-->reliability, q8r5-->expertise
Key Content Points

42. • General Preference of
Integration
• 18-39y higher
integration
Integration
q7r3

43. q7r9, q8r3, q8r4
Reliability & Quality in Digital Content

44. q8r5
Expertise Importance
18-39y higher expertise preferences
78% total expertise preference

45. Digital Ad Spend is Ubiquitous
with Mobile Ad Spend
2013 2014 2015 2016 2017
$33.40 $32.99 $32.01 $29.00 $26.68
$9.69 $17.73 $26.59 $37.49 $47.43
$43.08
$50.71
$58.60
$66.49
$74.11
US Digital Ad Spend by Channel,
2013 -2017 - in Billions
Desktop
Mobile
Combined Ad
Spend

46. Target Audience

47. Yahoo!’s Target Market
18-39 years old
Heavy Content Consumers
Smartphones & Tablets
College degree or above

48. q5.
Device Preferences
★ Smartphone, favorite
device between 18-59
yrs.
★ Desktop ,1st place for
60+
★ Tablet, strong presence
between 18-39y

49. Why we choose 18-39?
53%
23%
17%
43%
29%
15%
39%
28%
14%
0% 10% 20% 30% 40% 50% 60%
EVER USED
P3M
MOST OFTEN
News Site Usage By Age
60+ 40-59 18-39
q22. Which of the following websites, if any, have you ever visited to get news? by BANNER1

50. Yahoo users consumption highest on mobile and
tablet!
Smartphone and Tablets
users
YAHOO NEWS has
HIGHEST % among any
other new sites
Yahoo News is the most
visited site that people
would visit often to get
news.
Yahoo News is doing great
compared to the other
sites
Uses of desktop dropped
16%
17%
18%
19%
19%
21%
24%
24%
25%
27%
30%
31%
31%
32%
34%
41%
45%
New York Times
BBC.com
None of these
Washington Post
Wall Street Journal
Buzzfeed.com
NBCNews.com
ABCNews.com
ESPN.com
USA Today
MSNBC.com
FoxNews.com
CBSNews.com
Google News
Huffington Post
CNN.com
Yahoo! News
Websites Ever Visited
q22. Which of the following websites, if any, have you ever visited to get news?

51. College graduate has highest
consumption of content
Students and College
Graduate
★ High consumption on various
content
★ Students- research, news
★ Graduate Student - Thesis
Research
★ Working people- research ,
data, finance, news
★ Family- Yahoo Parenting
★ Millennials boys- Yahoo Sport,
Yahoo Games, Yahoo Auto
★ Millennials girls - Yahoo
Shopping
-Older Adults - Yahoo Health

52. The Strategy

53. 1. FUN
2. PEER LEADER
3. FRIEND
4. TRUSTWORTHY
Yahoo!’s Current Personality:
Foundation for our message
Q: Imagine for a moment that the sites below were actual “people” that you knew For each statement below, please indicate which of these “people” you
feel that statement describes You can select none, one, some or all of the

54. Our Strategy: Yahoo is now a Mobile
Content Provider
 BRAND REPOSITIONING
 Reposition Yahoo! Inc. as a “Content Provider”
 INCREASE CONSUMPTION OF CURRENT USERS
 Make people use all parts of yahoo; apps, live streaming,
weather etc.
 MOBILE FIRST
 Promote new app for integration, portability & mobility.

55. WE DIVIDE,
YOU CONQUER
...THE WORLD

56. “WE”: All sub-categories of Yahoo
belongs to one Yahoo! Family
“WE” are a
family

57. “Divide”: Yahoo breaks up content
into different areas of expertise
“Divide” up the
content so that you
always have best
information in
whatever areas you
are looking for

58. “You”: Yahoo is a trustworthy
friend to you
“You” are
Yahoo’s friend!

59. “CONQUER” as
we lead you on
“Conquer”: Yahoo is your peer leader

60. “The World”: Yahoo takes you beyond
mere news and information
“THE WORLD”
of content on
your palm

61.  We know the target market
 Millennials are the key to content consumption
 We understand your strategy
 Our strategy works hand in hand with MaVens
 We will make an impact to the bottom line in the long run
 Clear brand perception will acquire and retain users more effectively
 We will lead you to the forefront of the Future
Why our campaign?
To define what it means to be Yahoo,
AGAIN!

62. THANK YOU
QUESTIONS?