Yang is confident about online marketing in current economic climate

14/11/2008

Jerry Yang, the founder and chief executive officer of Yahoo, has said he is confident that online advertising and search marketing will continue to flourish during the economic downturn.

He identified three trends he thought would appear in the industry, the first of which was that branded advertisers would "continue to spend", reports the Internet Advertising Bureau.

Mr Yang said that performance-based advertising "is very important to driving direct response", adding that people are still searching online - but the question is whether they are looking for commercial or non-commercial things.

Finally, Mr Yang said he was optimistic about the role mobile advertising and broadband television would have in marketing in the future.

He noted that the two dominant search engines, Google and Yahoo, were both born in a "the darkest days", adding that this is a time of opportunity.

Companies taking advantage of search engine optimisation to boost the profile of their firms should provide writers with a list of keywords to insert into articles and stories, according to an expert at MarketingSherpa.com.