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A couple of quotes:
"TELSTRA'S Sensis division has set aside a multi-million-dollar marketing budget to create a new youth-focused search engine brand that will compete against Google, Yahoo and Microsoft/Ninemsn for a share of the burgeoning Australian search market."
"It will co-exist with existing Sensis brands such as Yellow Pages and aims to take on Google and Yahoo by filling a gap in the market for search information that is locally relevant."
This is very much in line with what I predicted - that Sensis would be doing something.
>>"The search model works on volume of search or distribution," Bohse says. "The absolute key (for advertisers) is how much traffic I can provide them."
Hate to be nitpicky but quality of traffic and ROI on search campaigns is also nice....but true, quantity has its place in the equation - not sure I'd call it the "absolute key" though.
Interesting move on narrowing the demographic target. I wonder what studies went into the youth market that warranted the decision.
Getting dumped by MSN probably warranted the decision... :)
But seriously - Sensis are very comitted to this and they're spending a lot of money on it (tv, print and web ads etc). They've got one chance at this - I hope it works - because at the moment we have only two main distribution channels remaining in Australia.
The only 'whacking' Sensis have been doing is to themselves, mostly in the boardroom...
Seriously. Look at the Telstra share price. Look at how much money they have wasted in their failed acquisition strategies over the past 5 years.
Sensis and they have a sales force to go out there and target them.
I can see some flow on sales from Sensis going out aggresively to target SMBs.