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3 changes in digital thinking from Yahoo's CMO

David Karp, CEO, Tumblr, and Kathy Savitt, CMO, Yahoo, attend the Yahoo News/Tumblr White House Correspondents Dinner Brunch at The Newseum on May 4, 2014.

Kathy Savitt, chief marketing officer at Yahoo, has been working in digital content since 2002. To say that "things have changed" in the past 12 years - well, that's an understatement.

Here are three ways Savitt says Yahoo has adjusted its thinking for the times:

Change: Simplify products.

Savitt says Yahoo has reduced its hundreds of products down to just four components.

“It’s really about search/discovery, communications, our digital magazines - which is our editorial content - and video.”

Change: Shift with the demographics.

Before Savitt worked at Yahoo, the site’s traditional audience was men and women in the 35 and older range, especially moms. Yahoo has now focused its attention on a younger demographic.

“In the last year-and-a-half to two years, we’ve made a concerted effort to expand our strengths to the 18-to-34-year-old marketplace.”

Change: From computers to mobile phones.

Live music and live moments are the topics of the moment, Savitt says. Since her start in digital content over a decade ago, she has seen the shift from media consumption on computers to mobile phones.

“I think we’re at the point now where — whether it’s live sports, live events or live music — that these are the truly exclusive non-replicable moments that people are excited about," she says. "And it’s a pretty extraordinary experience. If you look at Yahoo Live and look at what people are saying about the experience, they are actually scheduling around it because it’s immersive." 

Savitt describes the Yahoo experience as “bringing a live concert, 365 days a year... without the parking”

Listen to the full interview in the audio player above.

About the author

Kai Ryssdal is the host and senior editor of Marketplace, public radio’s program on business and the economy.

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