“oohaY!” Yahoo CEO Reverses Company Direction
Another very insightful article written by Amir Efrati in the Wall Street Journal today, February 9, 2012, caught my attention: Inside Yahoo: Less Show, More Sell.
The article gives a glimpse into the mindset of Yahoo's new Chief Executive, Scott Thompson, and his turnaround plan for the company. The new plan has the aroma of eBay's PayPal unit (the company Thompson was previously president at) and comes upon the heels of Yahoo's board firing their last CEO, Carol Bartz, over the phone several months prior.
Efrati’s article noted that Thompson will reverse Yahoo's direction to concentrate more on non-advertising revenue sources and that he plans to exploit data collected from millions of people who use Yahoo's e-mail, news, sports, and other websites. Here's the epiphany moment: In a conference call with analysts, Thompson was quoted as saying that information derived from the aforementioned services was the "single most underrated, underappreciated and under used asset,” oohaY! Nice reversal of company direction!
Yahoo’s saving grace certainly resides within data collected i.e. profiling millions of individuals to the extent that they can now offer visitors tailored goods and services. Global currency today is not measured in dollars, euros or even yuan — it's measured in IP addresses. Companies that follow the digital footprint of IP addresses, as they traverse the Internet in search of goods and services, will thrive —if they do it properly… let consumers know they’re doing it.
At BridgeView Marketing, we realize the power of tracking digital footprints and feeding original content on behalf of our clients to social media, websites, blogs, etc. The original content contains active links leading back to our clients’ prospective websites for the specific purpose of viewing who may have an interest in their goods and services. A common saying among those who truly understand how to manipulate search engine traffic states, “You are who your active links say you are.” Brief translation: the more active and relevant links you have living on the Internet, the higher your search engine rankings and, consequently, the more website traffic you get.
It will be interesting to see if there is time enough for Thompson to cash in on Yahoo's immense capital of IP wealth. Advertising needs to remain a pillar of their new plan — you can't argue with $4.38 billion in revenue for 2011 —but the future resides in mining visitors’ IP profile.
What do you think? Am I off base?
Comments (6)
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I and also my guys have been reading tgourhh the great things on your website and then unexpectedly I had a horrible suspicion I had not expressed respect to the website owner for those techniques. Most of the men are actually certainly glad to read them and already have very much been using them. We appreciate you simply being quite helpful and also for going for such superb subject matter most people are really needing to learn about. Our sincere regret for not expressing gratitude to you earlier.
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