In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Yahoo7 will become the sales rep for display and programmatic advertising across the Sensis network following a competitive tender process.
Yahoo7 director of business development and partnerships, Jonathan Steel, said the business is focused on partnering with companies that share its vision for growth and will give Yahoo7 the chance to showcase its market leading national sales team and programmatic prowess across desktop, tablet and mobile sites.
“Sensis houses some iconic brands going through a key period of transformation and whilst ad representation is the first step in our partnership, we are excited about what the future holds,” he said. “This new collaboration with Sensis will provide significant opportunities aligned to our strategy to drive growth across mobile, video, native and social.”
The partnership comes following Sensis’ transformation into a predominantly digital business, moving away from its heritage as a traditional directory service to meet the speed and demand of today’s competitive market.
Sensis’ digital brands include Yellow Pages, White Pages, Truelocal, Whereis and Skip. The Sensis digital agency, Found, gives businesses a competitive edge through websites, data, search engine marketing and optimisation.
“Sensis has transformed into the number one marketing services company in Australia and Yahoo7 will be an important partner in our ongoing digital evolution,” Sensis commercial director, Robert Tolliday, said. “There are so many opportunities with new technologies, which is where this partnership will allow us to take full advantage of the moving digital landscape."
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