Yahoo! says personalisation is the key

Yahoo! CEO Carol Bartz says innovation, personalisation and video content remain at the heart of the company’s ongoing strategy to be at the centre of online lives.

Yahoo Campaign
Yahoo campaign

Speaking at the Yahoo! conference in London today (28 April), Bartz outlined a vision of the internet search company which focuses on creating a personalised online experience for users that she dubs the “Web of One”.

She says: “Yahoo! wants to be give you the information you need in a format that you want. The homepage should be unique to you. Yahoo! can gather up what’s important to you and be the ’Web of One’”.

She adds that data is the key to personalisation and that in the future Yahoo! would be able to personalise the homepage for users by knowing what they do on the internet.

Separately, Bartz says the deal Yahoo! announced this morning to show highlights of the English Premier League online for the next three seasons (2010-13) is “an example of the kind of video content Yahoo! is bringing to its users to increasingly engage.”

Yahoo! also revealed that it will launch an advertising campaign later this year that will focus on Yahoo!’s search services and drive people to its homepage.

James Tipple, European head of marketing says the campaign will be more of a “call to action” than the $100m global brand building campaign Yahoo! launched last year to support its relaunch and new positioning.

Bartz also urged the industry “not to count out Yahoo! as interesting” adding that there was innovation to come from the company this year as a social platform, with location-based services and acquisitions.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here