With its new campaign, Yahoo hopes to drive brand investment in mobile.
I generally like to structure these columns around topics I'm asked about most often by either ClickZ readers or the industry at large. One such question centers on mobile spend and whether brands are really committed to the mobile channel.
This week, I had the good fortune to talk to Yahoo, which just launched a new service and marketing initiative that demonstrate its mobile investment.
Yahoo is best known for its e-mail, IM, and search solutions. However, it recently launched a few initiatives focused on its corporate commitment and investment in mobile. This week it introduced a new integrated brand campaign that based on two of its latest services.
One, Yahoo Answers, is a cool service available on the PC that will soon be brought to mobile. The service allows users to ask questions that any user is able to respond to. Questions are then ranked based on user feedback.
The second service, Yahoo oneSearch, is Yahoo's mobile search product that allows consumers to access Yahoo algorithmic search, editorial, and content from their mobile device. This extends the Yahoo desktop experience to mobile.
Yahoo brought these two services together in the launch of its "Be a Bette.." campaign aimed at consumers with print, radio, television, and mobile ads. The cross-media initiative draws on mobile Web advertising on Yahoo and a variety of other mainstream mobile destinations.
One example of marketing the "Be a Better..." is to use innovative TV spots in prime-time programs to inspire consumers to be better husbands, aunts, gardeners -- whatever they aspire to be. According to Michael Bayle, GM of global monetization, connected life, at Yahoo, it's the "first time that we have put our weight behind making mobile work for the consumer."
Yahoo is putting significant weight behind launching its search product and has learned that media integration across multiple channels is key to launch success. It's also the first time Yahoo has focused a major ad campaign on a mobile service and has leveraged the mobile channel to such a significant extent. The utility moves beyond text messaging and ring tones and onto mobile Web.
Another issue for broad mobile adoption is increasing consumer awareness about mobile devices' advanced functionalities. We are driving consumers to learn about the mobile experience through access to information on their online site [and marketed through interactive ads on its own as well as other sites], which enable consumers to access and experiment with the services," Yahoo spokesperson Nicole Leverich said. According to Leverich, Yahoo hopes that by encouraging consumers to learn about their devices and to access Yahoo applications, "all ships will rise" to drive mobile marketing initiatives and consumer adoption across the industry and across the globe.
The "Be a Better..." campaign will run for a few months in the U.S. and target the 13-34 age demographic. However, the campaigns will likely teach older demographics how to access information on the go and show how mobile can help solve everyday problems and enhance opportunities, wherever you are.
Six new global markets will be coming online this week with Yahoo oneSearch. In Canada, the U.K., Spain, France, Italy, and Germany, the service will be beta-launched and include a subset of content delivered in the local languages.
Kudos to Yahoo for its investment in marketing its new mobile services in a way that will help raise awareness for the consumer -- and drive brand investment and commitment to the mobile channel!
Join us for Search Engine Watch Live on May 9 at the Hyatt Regency Columbus in Ohio.
Want more search information? ClickZ SEM Archives contain all our search columns, organized by topic.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015