Yahoo embarks on new journey with new CEO
Published on January 6, 2012 by David Castillo · No CommentsOn Wednesday, Yahoo named PayPal President Scott Thompson as its new CEO.
Thompson will take the reins from interim CEO Tim Morse. He inherits the company at a critical juncture of its history. Yahoo has been struggling to drive revenue for advertisers, exemplified by the drop in its search market share.
The search company has struggled to compete against Google for search markets and e-mail markets. This is represented by Yahoo’s revenue drop in the aforementioned sectors.
The search engine marketing ground is currently held by two companies: Google and Facebook. The former represents search, while the latter is for social. How Yahoo can figure into the situation is something Thompson will have to solve.
Speculators say that Thompson will take a more social approach in internet marketing. These rumors are mostly based from Thompson’s extensive background on payment solutions and other e-commerce campaigns.
Still, all this is just speculation. One thing is for sure: the company needs a major change to reinvent its brand. This is essential if Yahoo wants to stay relevant in the world of search.
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