So, AllThingsD asks, can marketing do the same for Yahoo (and, well, “you“)—and if so, should Yahoo be excited or concerned? After all, $100M seems pretty steep for 1.3 percentage points (even if it is over 16% growth!! [the sarcasm is because we all need reminders of how people lie with statistics]).
Peter Kafka seems to come down on the side of concerned a little more strongly—because, as he says, “It’s you” doesn’t have the same compelling call to action that “It helps you find answers instead of crap—better than Google!” does.
However, the campaign does (well, may) show that if you blanket the airwaves with your image and your message, you might be able to achieve over 16% growth. At least in the short term.
On the other hand, marketing blitzes and TV commercials don’t always work for search engines.
On yet another hand, with their search deal pending, does Yahoo even need growth for their search engine? Or are they looking to hold onto their portal dominance and strong brand?
What do you think? Should Yahoo be excited or concerned upon seeing Microsoft’s growth after their marketing blitz? Is “It’s You” a compelling enough message? And what is it about you?!