It is not just Yahoo but AOL as well, both of whom are sat in the fail boat. The companies are dying out as modernity marches forward on Google and Facebook horsepower and other new sites that are showing remarkable resilience to online change and the way people view online networking. In this blog we are going to focus solely on Yahoo’s shortcomings.
- It has been losing market share to Google and Facebook at a large enough rate to warrant concern.
- For some reason, Yahoo seems unable or incompetent to renew value for their customers. Consider how hard the people at Google and Facebook, from the lowest levels to the highest, work to maintain value and practicality on a daily basis.
- Yahoo’s search and site criteria are often outdated, badly written, or simply copy-pasted from other more meaningful locations. Come to think of it, even their mail (Yahoo Mail) is not as good as Google’s (Gmail).
- In fact, there are more server, virus, spyware and lag issues with Yahoo’s mail and search features than other prominent services online.
Even the New York Times had a comment to share on this downfall of a potential giant [the following is a paraphrase]: “Google and Facebook were good at getting people to shift their news consumption from paper to the Web. But when people moved to mobile and social network news, Yahoo and AOL decided to become media companies. Meanwhile, Google and Facebook developed systems to help people get the news on those new platforms as well.”
Marissa Mayer – Ambitious but it won’t be enough
News is equal parts content and advertising. By sharing factual news or entertainment news to the masses, firms stay afloat primarily through advertisements and sponsors willing to pay big bucks so all those newsreaders out there get to notice their brand and probably become paying customers. This is how business goes either in print form or online.
- Yahoo creates no value for their advertisers, site visitors, and general viewers alike.
- Their advertising technology is passe and weak, and discouraged sponsors from wanting their brand seen in such a ‘common’ light. This therefore gave ad sales people less value at work and they left Yahoo’s employ. This resulted in yet another blunder: ad agencies ended up having to tutor or negotiate with a new Yahoo ad executive almost every month. The pressure got to the very heart of the game.
- Google, on the other hand, has made life accessible and attractive for potential customers and advertisers to connect. Its DoubleClick Ad Exchange (they bought the company in 2009) is a game-changer. They have even linked up to YouTube to stream video adverts.
You can see how Yahoo’s, for lack of a better word, laziness has resulted in market share losses. All respected stats online are declaring the death of Yahoo in the next decade due to lack of adaptability and progression in the modern world of online news, searches, advertisements, and networking.
It is all about understanding where people are spending their time online and creating a marketable plan to ensure sufficient (but not too much) news and advertisement exposure along those lanes. Yahoo has quite literally failed in this regard and neither does it look to be making efforts to catch up. We do not need intricate percentile-based stats to tell us that this ship is going down.