Yahoo's corporate leadership has struggled over the last few years, with the most recent CEO – Scott Thompson – being fired for elaborating on his resume. However, the tech company is hoping to once again establish a solid identity for itself with the hiring of Google's Marissa Mayer for the top position.
Mayer is the fifth CEO for Yahoo in the last five years, a trend that the struggling company is not thrilled about. But, hopes are high for the former engineer to take charge and resuscitate the business.
As reported by the New York Times, Yahoo has 700 million monthly users but has been unable to capitalize on this and increase revenue by attracting advertisers. Yahoo fell behind on two of the biggest and most recent Internet trends – social networking and the use of mobile devices to access information and entertainment.
The company's share of the online ad market fell to 9.1 percent this year, a huge drop from 2008 when Yahoo was near the top at 18.4 percent, according to eMarketer. In comparison, Facebook and Google are at 16.8 percent and 16.5 percent this year, respectively.
According to the LA Times, in Mayer's time at Google she was not afraid to criticize work that did not live up to her expectations.
"A perfectionist, she strove to make Google's products intuitive and simple to use, making Google synonymous with search and putting her stamp on email, maps and news," said the article.
Oftentimes a company will need an individual willing to take charge in order to lead it out from the shadows. Pairing with a live answering service is another way to establish a strong identity for an organization as it will prove how valuable customers are to the company. The partnership will offer consumers the opportunity to speak with a real human either over the phone, through email or text messaging.