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Report: Yahoo Working on Major Overhaul

     
2:12 pm on Jun 25, 2009 (gmt 0)

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Report: Yahoo Working on Major Overhaul [kara.allthingsd.com]
...in what many sources at the company said is a major push, Yahoo (YHOO) is working on a massive plan to overhaul its brand in order to repair a damaged public image and focus consumers on what defines Yahoo.

The effort is being spearheaded by newly installed Chief Marketing Officer Elisa Steele.


The important front page redo had been delayed by CEO Carol Bartz when she took over in January and is now slated for the fall.
3:41 pm on June 25, 2009 (gmt 0)

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You know what, I never used Yahoo that much before but increasingly am. They are providing some pretty good services, and I consider them a real player now.

I think they're getting their act together which is good to see, we need some more competition in the search market this will only help us.

I like their Yahoo Site Explorer tool a lot to be specific, their Yahoo answers is picking up as well.

Regards,
OZ

3:45 pm on June 25, 2009 (gmt 0)

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Maybe its just me, but, too little too late.
3:48 pm on June 25, 2009 (gmt 0)

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...what defines Yahoo.

That, for me, pretty much captures it. What is Yahoo?

I used to think it was a directory, then a directory and search engine, then...

Games? Chat groups? News? Portal?

3:57 pm on June 25, 2009 (gmt 0)

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How about Yahoo! improve their search engine and get YPN global.

Yes Yahoo! do have some good products...answers, news, finance, etc...but unfortunately search has always been poor.

Maybe they should have sold to Microsoft when they had the chance...

4:30 pm on June 25, 2009 (gmt 0)

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focus consumers on what defines Yahoo

Every time I see coporatespeak suggestive of "brand ownership" or control I cringe just a little.

I understand that "after changes upon changes marketing is more or less the same*, so I don't entirely fault those who are stuck living in certain constructs, causing them to experience a world of corporate brand ownership and/or brand control in, of and by corporations.

Yet marketing is clearly evolving and changing.

In the digital era the branding river defies both the gravity and gravitas - the ponderous seriousness of "We're the Marketing Department and we really mean it!) - corporate-speak.

This is especially true in the case of "digital properties" where brand as brand-as-experience now easily and quickly flows uphill, i.e., consumers define and exercise great control over Yahoo!'s or any other online entity's brand. Sortof a case of brand meets "Hey! It's the WWWeb, stupid!"

The only Yahoo! experience I've had lately was a brief revisit to the Yahoo! Finance stock message boards. After a decade that experience is still like wading into a cesspool . . of stock pump-and-dump wannabees and their ilk. All that money and technology, and a decade+ has passed, and Yahoo! still hasn't made a real effort to improve the quality of the financial dialogue. Guess that would reduce CPM billing, eh?

Once upon a time Yahoo! exerted a service-based pull on the Web, but its userbase was drawn away by the likes of Google offering the same easily replicable services - like email, news aggregation, etc.

What's left? What's going to emerge? Another free online socializing platform? What else ya got Yahoo!?

All those billions of dollars and no sizzle or dazzle or even uniquely valuable utility.

*Tip of the hat to Simon and Garfunkel's "The Boxer".

[edited by: Webwork at 5:21 pm (utc) on June 25, 2009]

7:47 pm on June 25, 2009 (gmt 0)

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Yahoo does have some pretty good services:
1) Search is about on par with Bing, IMHO
2) Yahoo Mail is good (personally I prefer Gmail, but I use both)
3) Flickr
4) Yahoo Groups - looks pretty good as far as I have tried it.
5) IM - they are a major player. I do not think there is a huge difference between services.
6) Yahoo News is good if you want a narrower range of major sources than Google provides.
.......

Go to yahoo.com and click on "more yahoo services". They have a huge range of services.

7:54 pm on June 25, 2009 (gmt 0)

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graeme, you missed the most popular ones..
7) Yahoo answers
8) Yahoo video
9) Yahoo games
These three gets millions of visitors
8:55 am on June 26, 2009 (gmt 0)

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I do love Flickr and Yahoo Sports is one of the best sources from sports info.
7:14 am on June 27, 2009 (gmt 0)

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I think they need more than a new marketing campaign. They are listening at least to some extent on the search end but it takes a while to make the changes wanted. Undoing the whole match driver system that dumbed down search advertising for companies and took away better targeting is one.
8:06 am on June 27, 2009 (gmt 0)

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Yahoo should have NEVER stopped using their directory - it was the thing that made them unique, and at that time, the results were good.

Instead, they fell for the crap that the others have tried, meaning trying to index all of the garbage sites and pages, which sadly make up about 98% of the internet.

11:00 am on June 27, 2009 (gmt 0)

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I have Yahoo! set as my homepage because I like seeing the most recent news before doing anything else, and checking out my fantasy team stats. I still switch over to Google for search though.

Re: the new look, I really don't like the emphasis being placed on eBay from several new features in Yahoo. Being an eBay affiliate doesn't seem right when Yahoo! is also an email provider. Commissions + outbid notices sending traffic to Yahoo!, conflict of interest?

5:34 am on July 10, 2009 (gmt 0)

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Yahoo should have NEVER stopped using their directory - it was the thing that made them unique, and at that time, the results were good.

Good... until the crawler search engines came around and beat them. Same applies to their news feature, good until the automated Google news results showed up. The audience doesn't like human edited top stories. Humans shall be used to ensure there's no spam.
8:46 am on July 15, 2009 (gmt 0)

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Yahoo should have NEVER stopped using their directory - it was the thing that made them unique, and at that time, the results were good.

x2
Yes it would have stopped all the spam content and article and seo sites that we see everywhere. People need to accept that we all can't be dot com millionaire and all make a living on the net !

Have you noticed they are still building shopping malls ?

Don't get me wrong the internet is great, but it is being filled up with useless content.