Confronting proliferation ... in online media: An interview with Yahoo!’s senior marketer

Cammie Dunaway explains how she is preparing for the future by shifting the company’s marketing dollars to vehicles whose returns can be measured and by fostering intellectual curiosity.

McKinsey Quarterly, June 1, 2007 — Since Yahoo!’s initial public offering, in 1996, the company has been a headline maker. Its share price gyrations over the past decade epitomized the dot-com boom, bust, and revival. More recently, Yahoo! has garnered attention while grappling with the gathering strength of Google in the online search and advertising business. Beneath the headlines, Yahoo! is also part of a fascinating marketing story. The company’s Web site, an important port of call for advertisers shifting their spending online, represents one aspect of the increasingly complex environment facing marketers today.

Global Green USA Gets Eco-Friendly with Yahoo

MediaPost Publications, May 15, 2007 — YAHOO KICKED OFF ITS "BE a Better Planet" program with an event in New York City's Times Square hosted by Matt Dillon and Global Green USA CEO Matt Petersen. Yahoo also donated a fleet of taxis to the Big Apple to coincide with the launch of Yahoo Green--a new portal aiming to be a one-stop environmental resource

Yahoo lives and breathes purple

cNet News, May 15, 2007 — Yahoo blankets its campus in its trademark color purple and encourages employees to wear Yahoo-branded gear to work in its efforts to build its brand, according to Cammie Dunaway, chief marketing officer at the search and portal company. Yahoo offers contests for the most dedicated evangelist among its 13,000 global employees, she said during the keynote speech at the Liquid Agency Brand Summit 2007 at the Four Seasons Hotel in Palo Alto, Calif., Tuesday morning.

Yahoo Tries to Protect Turf From TV Rivals†

Networks Continue to Creep Into the Digital Realm; 'Upfront' Season Online

Wall Street Journal, February 15, 2007 — When the big TV networks stage their annual presentations for advertisers every spring, they go heavy on showbiz pizzazz. Yahoo — trying to get a jump on the networks with its own event for marketers this week — took a different approach.

Courting the Mind of a Different Kind

Thought Leaders: In the Near Future, Marketers Will Need to Sway Computers' Brand Preferences

CMO Strategy by AdAge, February 5, 2007 — Google, Yahoo and MSN aggregate information of many kinds, including the brand preferences and opinions of consumers; now there is evidence that computer programs at the root of these services are forming rudimentary brand preferences and opinions of their own.

Only the Strongest CMOs Will Survive

Senior-Level Marketers Must Anticipate and Embrace a Massive Reinvention of the Marketing Function

CMO Strategy by AdAge, January 29, 2007 — Over the past two years, my contributions to Advertising Age have ultimately supported a single theme: Our fast-changing world is forcing a massive reinvention of the marketing function and its leadership. And those senior-level marketers who can't anticipate and embrace the implications and opportunities will be marginalized, at best, in their roles.

New Media: Google, Yahoo! Educate Marketers About Testing†

Need for testing grows along with online ad spending.

Brandweek, January 15, 2007 — Most marketers wouldn't think of launching TV and print ads without testing them first, but online ads typically have been introduced with little or no testing.

Only The Strongest CMOs Will Survive

Prophet, January 1, 2007 — In this article, Scott Davis discusses the challenges being faced by Senior Marketers and four key mandates they should address on the path toward becoming empowered CMOs.

Finding and Harnessing Online Brand Advocates†

Drive Sales by Directing Searchers to Forums

Advertising Age, December 14, 2006 — By now it's something every marketer knows: That smaller — albeit powerful — group of brand fans can have an exponentially greater influence.

Finance Chiefs on the March Into Ad Sales†

TREND WATCH: Yahoo, NBC, Other Media Bigs Bring in the CFO-Types

Advertising Age, December 11, 2006 — Here come the number crunchers. Sue Decker's ascension last week to run Yahoo's ad-sales operation is the latest sign of a major shift in the way media companies are reacting to fierce market pressures.