yahoo! "let me help" digital marketing strategy
TRANSCRIPT
• One of the most popular search engines
• Help ANY internet user with daily activities
• A guide to the World Wide Web
What Is Yahoo!
“Let Me Help”
Ability to help ANY user with daily activities
Personalization is key
Score of a game?
Where do I invest?
Yahoo! Can Help!
Helping a New Demographic
Gaining new users
Internet users ages 18-34Visually FriendlyAccessible On the Go Individual Needs
Focus on Sports and Outdoor Activities
WHERE they want it, WHEN they want it
Our Goal – “Let Me Help”Become our Target Market’s Search
EngineWe must gain the target market’s trust so that Yahoo! can guide them to what they
want on a daily basis.
Multidimensional Campaign- Advertising Presence Twitter- Allows Yahoo! to interact
with the target market.
YouTube- Ads will be placed on videos that include outdoor sporting activities.
Facebook- Allows Yahoo! to build relationships with the target market.
Google Adwords- Allows Yahoo! to appear in top results when categories such as “sports” or “entertainment” is searched.
Building Relationshipshttps://twitter.com/yahoo
“Do you know what time your team plays tonight? Let Me Help! #LetMeHelp http://sports.yahoo.com/ ”
“Will you be able to go skiing this weekend? Let Me Help! #LetMeHelp https://weather.yahoo.com/ ”
YouTube- Identify With Audience
Yahoo! App- On-The-Go Access
Twitter- Interactive
Measuring Traffic
Facebook-How many “likes” the Yahoo! page
gets across a period of time
YouTube-How many “likes” each video has
across a period of time
Twitter- How many people “favorite” and
“like” each Twitter postHow many people click on the link of
each Twitter post
Budget
Total Budget = $3,500,000
Google Adwords- $1 CPC, maximum of $2,000,000
Youtube- (.30) cents per video ad. * 5 million plays = $1,500,000 http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
The “Let Me Help” Campaign is relatively inexpensive compared to Yahoo!’s 45 million spent on advertising in 2013.
“Let Me Help”
Growth Involve new 18-35 year old Target Market
Tactics Use of Social Media, SEO, Internet Marketing, and Placed
Advertisements
Identification The “Let Me Help” campaign is designed so that our
Target Market can identify themselves with Yahoo!
“Help” The goal is to help our users everyday and be there for
our users when they need us and where they need us