Yahoo Takes on Google, and This Time It's Personal
Robyn Currie — May 7, 2010 — Marketing
When Yahoo takes on Google, you know something good is going to go down. The two Internet behemoths have been scrapping it out for years, and it seems that Google just got told who's who.
Yahoo has taken to touting itself as the friendlier, warm hug on the Internet search engine that does more than search--all the while depicting Google as the cold, white screen with the search field in the middle. And when you are willing to spend 85 million bones on an ad campaign, you are not messing around. When Yahoo takes on Google, the only option left is for Google to do something epic to counter.
Yahoo has taken to touting itself as the friendlier, warm hug on the Internet search engine that does more than search--all the while depicting Google as the cold, white screen with the search field in the middle. And when you are willing to spend 85 million bones on an ad campaign, you are not messing around. When Yahoo takes on Google, the only option left is for Google to do something epic to counter.
Trend Themes
1. Search Engine Wars - Yahoo's attack ads against Google signify a new chapter in the search engine wars.
2. Brand Perception Battle - Yahoo's focus on its friendliness sets a trend of brands highlighting their perceived personality in order to stand out from the competition.
3. Massive Ad Campaigns - Yahoo's $85 million ad campaign sets a trend of companies pouring large amounts of money into advertising to grab attention.
Industry Implications
1. Online Search Engines - The online search engine industry will continue to see intense competition as companies strive to become the go-to search engine.
2. Advertising - The ad industry will see an increase in companies investing large amounts of money into ad campaigns to differentiate themselves from competitors.
3. Branding and Marketing - Brands and marketers will need to find new and creative ways to showcase their brand's personality and values to stand out in a crowded market.
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