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Consumer Behavior - Yahoo!
The document discusses Yahoo!'s marketing strategy and challenges, including its declining market share, unclear brand image, and revenue performance from 2004 to 2014. It emphasizes the importance of targeting content to specific demographics, particularly millennials, and suggests a brand repositioning effort to establish Yahoo! as a mobile content provider. The strategy focuses on integrating various Yahoo! services to enhance user experience and consumption while promoting Yahoo! as a reliable and trustworthy content source.
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Consumer Behavior - Yahoo!
- 1. Building Innovation MARKETING STUDY: YAHOO’S RECONQUERINGTHE 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 definitelythink 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
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- 6. Mobile Innovation atyour Fingertips: MaVeNs (Mobile, Video, Native, Social) Apps Content Rich Live Video Steam
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- 9. Unclear Brand Image Q:Please type in the first three words that come to your mind when you think of Yahoo?
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- 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 upof … 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 SearchEngine Market Share
- 15. Drop in Yahoo!’sDisplay Advertising Share
- 16. In Summary Yahoo! is Facing … Drop in Market Share Poor Performance in Revenue Unclear Brand Image
- 17. Break Down ofYahoo! Inc.
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- 19. Search Engine Market Size: $2 Billion Yearly Increase in Ad Spend Main Players: Google, Bing & Yahoo! Devices: Smartphone & Desktop Computers.
- 20. 59% ofpeople 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 hasbeen 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!”
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- 25. Yahoo Mailand 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! Maildominates 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
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- 29. Content as aSegment is Attractive
- 30. 29% Yahoo Content Content asa Segment is Attractive
- 31. 22 categories Differentiation inawareness Differentiation in genders Male: Sports, Finance & Travel Female: News, Messenger & Games Content as a Segment is Attractive
- 32. YAHOO! Content’s Highest Awareness Variationbetween preferences Yahoo! News #1 Messenger and Sports are following
- 33. Content’s Competitive MarketSet: Infinite Options
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- 35. ● 45% visitedYahoo! 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 beannoying 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 PROMOTEYAHOO! Inc. AS CONTENT EXPERTISE
- 38. Content & DigitalTrends
- 39. More than50% 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 asa Habit q6r3: Deciding where to get the latest news online Switch & maintenance
- 41. EVERYTHING INONE PAGE CONTENT GENERATOR AND AUTHENTICITY EXPERTISE WITH VARIATION AND SEGMENTATION EASY AND ACCESSIBLE APP q7r9-->reliability, q8r5-->expertise Key Content Points
- 42. • General Preferenceof Integration • 18-39y higher integration Integration q7r3
- 43. q7r9, q8r3, q8r4 Reliability& Quality in Digital Content
- 44. q8r5 Expertise Importance 18-39y higherexpertise preferences 78% total expertise preference
- 45. Digital Ad Spendis 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
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- 47. Yahoo!’s Target Market 18-39years 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 choose18-39? 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 consumptionhighest 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 hashighest 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
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- 53. 1. FUN 2. PEERLEADER 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: Yahoois 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.
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- 56. “WE”: All sub-categoriesof Yahoo belongs to one Yahoo! Family “WE” are a family
- 57. “Divide”: Yahoo breaksup 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 isa trustworthy friend to you “You” are Yahoo’s friend!
- 59. “CONQUER” as we leadyou on “Conquer”: Yahoo is your peer leader
- 60. “The World”: Yahootakes you beyond mere news and information “THE WORLD” of content on your palm
- 61. We knowthe 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!
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