Those considering a search engine marketing campaign may be interested to find out that Yahoo! has pledged to take greater notice of consumer behaviour.

Reuters has reported on developments within the internal structure of the search engine, with chief executive Jerry Yang stating his commitment for the company to adapt to consumer demands.

This pledge follows yesterday’s announcement that Yahoo! will supply advertising to networking site Bebo, which may be good news for companies undertaking internet marketing campaigns with a view to tapping into the growing social networking sector.

The pact with Bebo is one of many advertising partnerships Yahoo! has agreed in the last month and advertisers undertaking marketing strategies using search engine optimisation can take heart from the statement made by the search portal’s spokesperson on changes within the company.

"Jerry Yang and Sue Decker [chief executive and president] are committed to making significant changes to the way Yahoo operates and to sharpening its focus on key initiatives that will enable the company to improve its performance and strengthen its position as the most open, vibrant online marketplace for consumers, advertisers and publishers," the Journal reported, according to Reuters.

Last month, the online marketing world saw changes in the internet advertising industry with the acquisition of BlueLithium, the fifth-largest US online advertising network, by Yahoo! for $300 million (£148.1 million).

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