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So Yahoo Bought Tumblr. What Your Dealership Can Learn From It.

By Eric Miltsch on May 20, 2013

Yahoo buys TumblrBy now you've heard Yahoo announced they plan on aquiring micro-blogging platform Tumblr for $1 Billion. The news made CEO David Karp a very wealthy 26 year old, it scared off a few die-hard Tumblr fans and probably makes Yahoo shareholders a little nervous. 

But, what does this signal for the future of social media and user generated content? Whether or not this deal proves to be fundamentally sound, it does point to the perceived importance of user generated content, how we interact with it and how the market perceives the value of this platform. (Tumblr only generated $13 million in revenue last year.) 

The theme here is that Yahoo is fearful of becoming the older, out-of touch player in a new world of social and content. Yahoo's power hungry CEO Marissa Mayer is placing a sizable bet on the fact that Tumblr's younger, more socially active user base can inject a cool and edgy lifeline back into it's veins. 

It all comes down to content. The media giants need it; users want to create it and they need a place to consume it. This is today's Internet and the next wave of Internet users are going to change  the platforms and distribution methods faster than what we're already familiar with happening. It took Twitter six years to go mainstream - six years could eventually become the entire lifespan of a billion dollar company from start to finish at the rate mega brands are swallowing up high valuation start up companies. 

Consider the content you're creating, the platforms you're using and who's using them. Content discovery is changing and so is the way brands are marketing to these users. Watch for these new alternatives to present themselves and consider how they can help your dealership. 

Does your dealership use Tumblr for creating content? Here's an old example of how I used Tumblr at my dealership to create hundreds of interviews with our twitter followers and customers.

 

Comments

Couple of days yet no comments here Eric... The Yahoo Tumblr purchase magnifies the single most important part of every dealer's digital marketing plan... Content. That is all Tumblr is... Interesting content. Businesses need it, internet users require it (if you want their attention). The importance of content is not new. The value of it monetized in the billions is... Consider how good Google and other search engines are today... Given something to search, with even minimal title / tags, they will find it. BUT... there has to be something for the search engines to find for this to work. Great topic, unfortunately it will likely slip by barely noticed by those who need to see and understand it most. (hopefully others will prove me wrong) DTG

May 22, 2013

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