Internet Search Giant Resorts To Radio For Self-Promotion
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28th March 2008
Yahoo! Is trying every trick in the book (and out of it) to improve its performance. WebProNews reports that Yahoo!’s latest campaign involves a number of ads on local radio stations.
These ads were planned in last December and Yahoo! said the campaign has nothing to do with the Microsoft offer, which came only in February 2008. The campaign was kicked off in the last week of March in the San Francisco Bay Area.
Advertising Yahoo! search on the radio in a bid to entice customers away from Google sounds like clutching at straw. The ads highlight product features that Google does not have and claim that their product is easier to use and more effective. But radio is certainly no longer considered to be a state of the art technology, and does not command as large an audience of listeners as it used to. The first question that then springs to mind is why is Yahoo! using the wrong medium and the wrong message to reach the wrong sort of audience?
“Search engines like Google get you lost in all the links, but not Yahoo! Search.” says one of the ads in circulation. They then mention that Yahoo! has drop-down menus with related suggestions and then proceed to say that “You won’t find that on your Google page.”
Strangely enough, SearchEngineLand reports that Google Search Suggest might become a default feature on the Google.com search box, just like it is on the Google toolbar and in some localised versions of Google.
Raj Gossain V.P. of marketing at Yahoo! Search explains that the radio ads are just a means to inform people who have not used Yahoo! Search for a while, that they now have the option of a better and easier to use product available to them. How ethical it is to actually run down a competitor to sell your product remains debatable.
Tags: ad, advertising, google, radio-ads, yahoo
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4 Responses to “Internet Search Giant Resorts To Radio For Self-Promotion”
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Radio ads are certainly no longer considered to be a state of the art ad technology. Wonder why Yahoo is making such a move for self promotion. There should be a better alternative than this medium.
This is really BAD.
Yahoo can advertise choosing any kind of media it wants, but it is not at all ethical to deride Google’s services in the campaign.
The campaign could just as well make an impact (if there will be any) by saying they are unique and no service provider has this facility. I think that is quite enough.
Good going with this article!!! I always say that in order to maximize the results and increase traffic to a website we should always combine both free and paid marketing methods.
Many marketers don’t realize that traffic exchange is the perfect tool to not only increase traffic and even affiliate program signups. But also to generate buzz and brand any program or web business.