On the Yahoo! there are over 50 "hot" links to many pages on every topic, including entertainment, weather forecasts, stock quotes, and so on. I even saw a contest where the winner gets the right to go on a picnic with Willie Nelson. One of the links will take you to Yahoo! called My Yahoo! a site that offers special options to a client who agrees to voluntarily provide some personal information about himself.
The information required is simple and not overly confidential. If you have forgotten your password, you will be asked to give your date of birth (so they can confirm that it is you). They ask you to indicate in which area you work, your profession and postal code. There is also an additional section where you are asked to indicate topics of interest to you from a list - sports, music, shopping, etc. According to My Yahoo! this allows them to choose the type of news, sites and information that will be shown on your individual pages (however, you are warned in advance that from time to time they would like to inform you about "special offers and new products"). Naturally, they will ask (but very kindly) for your email address. However, you can click on the adjacent button that says "Please don't disturb me".
That's all the information you share with My Yahoo!. In return, you receive a unique username and password from them, which expand your options compared to those of ordinary visitors. Registered users of My Yahoo! can change the design and basic parameters of the page to their liking. And My Yahoo! persistently encourages you to do this: “This is your page. You created it. You can change her appearance for free." You can only select the information you want to see. You set your own parameters for any Yahoo! "reshaping" it at your own discretion, and thus personalizing your work on the Internet. It may sound trivial, but you will benefit tremendously by allowing My Yahoo! filter information for you. You will receive all the news with one click.
On the first page you can set the "Headlines" section, which will contain only the news you want to read. From the "Business and technology" section, you can, for example, select only articles on biotechnology, medicine and pharmaceuticals and MSNBC business news. As far as sports are concerned, perhaps you are only interested in tennis and rugby. Select these options and you won't have to read about the Dodgers or the Celtics.
In addition, there are sections with information about you personally. Let's say you're selling stocks and want to have a personal Finance section that shows quotes, a portfolio of stocks, and the latest ups and downs. And on the other side of the page, you'll want to install a currency converter and a page hit counter. Select the options you want from the menu, and in a few seconds you will see a page created according to your desire. You can add and remove information and update the page design as often as you wish. Redesign the sections "Business", "Health", "Entertainment", "Tourism", etc. to your liking. Will you use a page created for yourself and with your own hands? Undoubtedly! And what did it cost you? Allow the collection of information about you and establish a communication channel to receive information of interest to you.
Now Yahoo! will become a provider of expected, valuable and personal information. While they do not have the ability to establish an active connection via e-mail, so you yourself have to remember to go to the site and see the updates. However, a targeted ad in the "right" place will perform much more effectively than a traditional banner displayed anywhere.
Yoyodyne
Yoyodyne has created an online system optimized for permissive marketing. Our programs are a simple process with three steps:
1. Attract target customers with banners promising a big prize. Those who are interested get detailed information by clicking on a banner that will take them to the registration page.
2. Inform customers about the offered product and force them to leave their email address on the registration page.
3. Engage the client in frequent communication via the Internet and e-mail, as active participants are more likely to win a prize.
By appealing to simple human joys (the joy of winning) and balancing the process with reasonable doses of valuable information, we attract and keep the attention of the client.
For H&R Block, for example, Yoyodyne was supposed to spread the word about their new Premium Tax service and generate interest in it. This was a difficult task for three reasons. First, no one has ever heard of such a service. Secondly, people do not have time to study the new tax service on Saturday. And thirdly, the target audience with high incomes is unlikely to remember H&R Block when they come up with
