Yahoo! Search Marketing

Does Google’s Ad Change Help or Hurt Marketers?
April 9, 2014

Have you noticed that Google's search results look different lately? In mid-March, Google tweaked the search results page layout. The most notable change, from a consumer perspective, is hyperlinks are no longer underlined, which doesn't appear to affect businesses. But this update also included a key change to sponsored ads.

The Direct Marketing Industry’s Assault on First Amendment Rights
April 8, 2014

In searching for journalists and editors who should be made aware of "Write Everything Right!" I traveled the globe. Using my desktop computer this past winter, I set out on a huge journey. In the grand tradition of Richard Viguerie I visited the virtual newsrooms of every English-language newspaper in the world along with a slew of magazines. About half of them welcomed me warmly, such as the Kansans at the Hutchinson News.

Denny's Daily Zinger: Democrats! Yuck!
April 4, 2014

Jordan Kaplan wants money. His copy drivers—emotional hot buttons causing me to act—are anger, fear and guilt: Anger and Fear: … the Koch brothers spending tens of millions of dollars to trash President Obama and his allies … Guilt: …  I'm spending an unhealthy amount of time looking at spreadsheets to figure out if we're going to be able to give Democratic candidates the resources they need to continue building their campaigns. Now, Denny, my eyes are pretty bleary …

Desperately Needed: Old-Time Marketing Pros
April 1, 2014

The techie Web hotshots are screwing up big time. They say the right things and do the wrong things. Example: To Marissa Mayer, the chief executive of Yahoo, fashion magazines like Vogue and InStyle have achieved the Holy Grail of advertising. "The ads in those magazines are as interesting as the photo shoots and the articles," she said in an interview last week at the company's Silicon Valley headquarters. "I miss the ads when they are not there. I feel less fulfilled."

As Gmail Turns 10, A Look Back on Growth and Changes
April 1, 2014

On April 1, America's favorite email service will be a decade old. The game-changing service is so much a part of our daily lives that it's hard to believe that Gmail is older than the iPhone and just months younger than Facebook.

Scions of Local Search
April 1, 2014

Andy Barton, Scion digital and interactive marketing manager, agrees the Torrance, Calif.-based Toyota brand had astronomical search engine marketing issues back in June 2012. That's when Scion leaders, national and regional, met to figure out how to drive increased traffic and leads to dealers and found "key gaps" in the brand's search results—specifically for local terms.

Privacy - More or Less
March 24, 2014

As marketers, we should be gravely concerned about the questions of privacy and the ethics surrounding collection and use of what many email recipients consider private information. Please bear with me as I continue my commentary on the topic

Denny's Daily Zinger: The Worst Email Ever!
March 6, 2014

Check out the picture. Illustration No. 1 is the worst email I ever received. The reason I opened it was the subject line: "Real Marketing Secrete." Two Questions: 1. Was this a typo? (“Secrete” is a verb.} 2. Or was the sender a total illiterate? The answer to both questions is "yes."

Soon, Google and Facebook Logins Won’t Work for Yahoo Services
March 6, 2014

Want to use Flickr, Fantasy Sports or any other Yahoo service? It’s time to drag out your Yahoo credentials, because Google and Facebook logins will soon stop working. Yahoo plans to gradually remove the Google and Facebook sign-in options from all Yahoo properties, as Reuters first reported. The first service to require a Yahoo login is Yahoo Sports Tourney Pick’Em, a bracket challenge focused on the upcoming NCAA college basketball tournament. “This new process, which now asks users to sign in with a Yahoo username, will allow us to offer the best personalized experience to everyone,” a Yahoo spokesperson said

Free Is Bad
March 4, 2014

Yahoo has 196.6 million unique visitors each month. Yet Yahoo generated zero new revenue in 2013. My opinion: Yahoo CEO No. 6 (in as many years), Marissa Mayer, is hanging on by her fingernails. Any person with 196.6 million names unable to generate new revenue should seek some other line of work. What triggered this column was a Feb. 17, 2014 Time magazine story, "THE MAYER EVENT:It's crunch time for Yahoo's turnaround strategy."