An Inside Look At How Yahoo! Handles Olympic Games Marketing

Last month, I wrote about managing search in a decentralized marketing organization . We covered budgets, goals, alignment, etc. All good in theory, but how does it work in real life? To answer that question, I thought I would take a close look at how we’re working on one of our major marketing initiatives of the year: The 2012 Olympic Games. The London Games is one of our big ‘tent pole’ events for the year. At Yahoo!, that means that it’s a major one-off event that gets maximum marketing support. For the Games in July, Yahoo! has the ambitious challenge of attaining (and maintaining) the #1 position as the destination for all things Olympics-related, while not actually being an official sponsor. As you may or may not know, there are a limited number of Olympics sponsors, and if you’re not one, you can’t use catchy words in your ad creative like ‘olympics’. Interesting ch...

Full article: http://searchengineland.com/an-inside-look-at-how-yahoo-h...

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