Sales organization Yahoo Vs Google

1. Background

This paper will focus on a discussion of online advertising service sales strategies. To be able to get the two portals analyzed in this paper are portals that are already known as big players in the online advertising business. The two portals are Google.com and Yahoo.com.

2. Business Portal

Portal can be defined as an internet-based online service that provides a variety of integrated facilities so that it can be analogous to a "portal" that shows the entrance for all our needs. A portal in the internet world represents a very interesting web site (with content support) so that when someone opens his browser, the potential page to open is the portal

There are two kinds of approaches that can be done in making a portal. The first approach is horizontally. This approach tries to attract as many web portal guides as possible without looking at the visitor segment. Visitors are interested in visiting a portal of this type because of the common similar needs that can be obtained from the portal. Some portals that make a horizontal approach are yahoo.com, and satunet.com. Another approach is vertically. Portals that are built with a vertical approach usually provide information aimed at specific segments. The topics presented are limited to certain things, for example about finance, about health, education and others.

3. Yahoo.com and Google.com profiles

Yahoo.com is a horizontal portal, so the community is heterogeneous. This means that the Yahoo.com user community consists of a wide variety of interests and interests. Because the community is heterogeneous and has been very well known by users around the world, Yahoo.com is accessed by many users. This is evidenced from the Yahoo.com traffic rank which ranks first in the 500 top site ranks in the world. (www.alexa.com, 19 December 2007)

Google.com is a vertical portal. Google.com user community has the same interests and interests, namely searching for information through search engines. Due to the complete information reference, this portal is pretty much requested by users in the world. This is evidenced by the position of Google.com which ranks second in the 500 top site rank in the world. (www.alexa.com, 19 December 2007)

4. Comparison of sales strategies between Yahoo.com and Google.com
Yahoo.com and Google.com implement different strategies. The use of this strategy certainly has different consequences. For more details, the following outlines a comparison of sales strategies for online advertising services carried out by Yahoo.com and Google.com.

Comparison of online sales strategies

Advertisement Yahoo.com and Google.com
No
Yahoo.com
Google.com
1
Sales Team Type
Online dan Direct Sales team
Online dan Direct Sales team
2
Support team
n/a
1
3
Number of segment
8
11
4
Sales Office
20
32
5
Country Rep Office
20
19
6
Sales force structure
Berdasarkan geografis
Berdasarkan segment/pasar
7
Segmentation Type
Geographic segmentation
Demographic Segmentation 
8
Sales Force Status
Direct (Company) sales force
Direct (Company) sales force
9
Marketing support
-online and offline advertising (TV, Radio, print-ad, Outdoor)
-Global online network
-Distribution partnership
-Sponsorship
-Public relation
-word-of-mouth
-Global online network
-Distribution partnership
(Reference: Annual Report Document of Google.com dan Yahoo.com 31 Desember 2006)

Yahoo.com Sales Team
• The sales team from Yahoo.com consists of:
1. Direct advertising sales team
2. Online Channel

3. Telemarketing channel
• The following describes the tasks of each team:

1. Direct Sales Team
The tasks of this team are:
- Selling marketing solution services to leading advertising agency companies in the United States

2. Online channel
The tasks of this team are:
- Functioning as a self-service program, through which this advertiser can place targeted text based links on the Yahoo.com website or other yahoo.com affiliate web sites.

3. Telemarketing channel
The tasks of this team are:
- Specialised in selling marketing solution services to small and medium sized

Google.com Sales Team
• The sales team from Google.com consists of:
1. Direct advertising sales Team
2. Direct Sales forces

3. Global Support Organization
• The following describes the tasks of each team:

1. Direct Sales Team
The tasks of this team are:
- Looking for potential customers (have a large promotional budget)
- Support promotional activities undertaken by these customers.

2. Direct Sales Force
The tasks of this team are:
- Building and maintaining relationships with the world's leading internet service providers that have used Google Ad Sense promotional media.

3. Global Support Organisation
The tasks of this team are:

- Build and maintain a relationship (Relationship) with advertisers (Advertisers) and members of the Google network


Comparison Table of Sales Organisation Forms

Geographic Based
Product Based
Market Based

Pro 

  •  Simple form of organisation
  •  Proximity to customers
  •  Low travel costs

  •    Higher sales due to greater product knowledge
  •   Put more emphasis on product benefits rather than prices
  •   More customer oriented
  •   Can collect information about customers better

Cons
  • Lack of product sales coverage
  • Suboptimal customer service


  •     High training costs
  •     Lower visit rates
  •    Users can be visited by staff from different products from the same company.

  •     High training costs
  •     Prone to lack of sales force
  •      Costs for developing markets are quite high


5. Determination of the form of sales organization

a. Yahoo.com
Yahoo.com manages its online advertising business geographically because Yahoo.com wants to customize the services provided according to the needs and desires of customers geographically. Therefore Yahoo.com provides services in 20 languages ​​and provides a local version of Yahoo website. In addition, Yahoo also established branch offices in many countries with the aim to accommodate and support the development of advertisng online businesses in the country.

With the geographical sales structure Yahoo.com can better understand the needs and desires of customers in a country or region.

b. Google.com
Google.com manages its online advertising business based on the segment or market it serves. This strategy was taken because Google.com because by targeting specific segments, Google.com can collect information about customers in a segment in a better and more detailed manner.

With the form of organization arranged according to the segment or market served, Google.com can be better and more detailed in understanding the needs of the segment so that it is more responsive to the needs of the segment.




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