Monday, February 11, 2008

The best thing you can do is to identify and acknowledge the competition

Wenda Harris Millard: Yahoo's top saleswoman on what went wrong
Yahoo lost sight of who they are and who their customers are. Yahoo's perception is that their only competitor is Google. But 95 percent of their revenue comes from advertising -- so their competitors are really the broadcast TV networks. They think they're in the search game, when they should really be in the brand advertising game.... Advertising is a business that is both art and science. The merger focuses unduly on science. With Google-Doubleclick, and Yahoo-Microsoft, it is as if the scientific community is taking over advertising. And advertising is not about science.