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Following on closely my post on Tuesday – Users Spending More Time on Yahoo than Google – GigaOM have given some reasons for exactly why people use Yahoo! so much. With statistics made available by ComScore, Yahoo were found to be the top source for news, finance, sports, entertainment and mail.
Their stranglehold on the online news industry has ensured that Yahoo! maintained a high level of credibility and popularity as a brand. Unfortunately, critics might suggest that their popularity for the aforementioned news and information sources masks their inefficiency in their primary sector – search.
Google are still running away with the search engine market worldwide. Yahoo! retains a strong second place in the US, however elsewhere their status has waned; particularly with the update’s Microsoft have now included in Bing. Their domination as a news source will come as a welcome relief, but I doubt there are many who would argue that their SERPs could do with some significant improvement.
Hopefully the added competition will help spur Yahoo! on and ensure that Google face the toughest competition possible moving forward.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.