Marketing Strategies and Competitive Landscape in the Context of Digital Economy: “A Comparative Study of Google and Yahoo”

Abstract

With the recent emergence in digital eras, many forms of media first marketing strategy to data-driven and platform-based ecosystem marketing. Thus, an analysis will be given regarding how market strategy and competition are evaluated from two companies that were leaders in offering the commercialization of the internet and how they finally took different paths to competing with Google and Yahoo in digital marketing today. For example, within search, video, mobile, and maps, intent-driven, pure auction-based pricing integrated with analytics is at once both a reinforcing ecosystem for advertisers’ dependency and a source of long-run competitive advantage. Several comparisons will be made between the three theories of intent marketing, data-based integration, and strategy coherence that are leading effect courses for companies in the digital economy. This, in turn, placed old-line portal players in an uncomfortable position with two leading trends- performance measurement, mostly I.D.- inspired advertising. Therefore, the results give new light in the leading role played by the different aspects related to design, innovation, and adjustment to legal constraints develop giants in digital marketing.