Online Marketing Course - Staying Close to the Customer | Alison

Staying Close to the Customer

Learn the importance of product innovation for the success of a business and how to meet the customer's needs

Marketing Management
Free Course
This free online customer research course features Sue Decker, the CEO of Yahoo from 2008 to 2009. She will discuss how the founders of Yahoo explored the importance of a customer-centric approach in business and developed a hierarchical database structure for faster and more efficient searches. This course will teach you about how you can orient your business to meet core market needs more precisely and effectively than competitors, and more.





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Yahoo is a web portal founded in 1994. It was one of the pioneers of the early Internet era in the 1990s. This course will discuss how Yahoo developed its 'Search' functionality and other core features with the central idea of assisting customers on their customer journey. The course will then discuss the three groups that make up the ecosystem of Yahoo, including advertisers, publishers, and users. You will also learn how Yahoo went through the phases of customer focus and product focus.

The founders of Yahoo helped customers find what they were searching for by organizing the internet. This course will discuss the two main types of internet searches, which are algorithmic and sponsored searches. You will learn that advertisers are only concerned with reaching a certain demographic. You will also learn that for many customers the search experience aspect of their customer journey is more important than their eventual destination.

Yahoo is a very popular website but with strong competition for products and services coming from Google and Facebook, Yahoo as an organization faces severe challenges in remaining competitive in the advertising market. Upon the completion of this course, you will have learned how Yahoo adopts the client-centric business approach as a core part of their overall business strategy to survive on the market. So, check out the course today and learn the importance and benefits of staying close to your customers in no time!

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Learning Outcomes

Upon completion of this course you will be able to: - Understand how Yahoo focus on their customer by working on an integrated service; - Monetising search queries on a website; - and provide an overview of the key differences between Yahoo and key competitors.


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