Yahoo makes a play for small business ad dollars, dives into proxy fight

02.05.2012
Yahoo launched a free marketing dashboard on Wednesday to boost its advertising appeal for small and midsized businesses by simplifying digital marketing for them.

The move comes as part of new CEO Scott Thompson's to narrow the company's focus and boost its profit.

Yahoo's dashboard tracks search listings in local search results and on platforms including Yelp, flagging listings that don't include the business in question, for example. It also pulls information from social networks and other sources to show businesses what's being said about them around the Web.

The dashboard additionally offers paid services, including Yahoo advertising and reputation management packages.

"The goal is to help small businesses manage their online marketing, but also to help them discover new marketing opportunities," said Shannon Parker Hane, director of product marketing at Yahoo's small business unit.

Parker Hane said the main way to access Yahoo advertising in the dashboard now is through its recommendation of managed search-marketing campaigns through Orange Soda. But Parker Hane said the dashboard will feature more marketing opportunities in future iterations.