Audience Strategy with Mark McLaughlin, Yahoo!

Mark started his presentation with a great quote regarding Thomas Jefferson.  Appropriate for social computing, as TJ focused on the power of the individual.  Yahoo! builds consumer strategy around four pillars:

  1. Content
  2. Personalization
  3. Community
  4. Search

Play this model against different sites:  WikipediaAmazonEbayOnline debates on Yahoo! News.

Targeting in the Yahoo! model works along audience pyramid:

  • Top:  Passion.  Brand advocates, brand equities.
  • Middle:  Purchase behavior.  Heavy category buyers, loyalists, competitive buyers.
  • Bottom:  Mass market.  Key demographic targets, geographic targets.

Seems to me that the "four pillars" model works.  Thoughts?