For earning huge profits, several companies need to spend some amount of money and efforts in advertising.  And the cheapest way for advertising is online as it is both cost effective and reaps great benefits. It represents the sole reason for its success amongst several large and small companies. With the help of electronic media, you can advertise your products as well as promote them in front of consumers. It can be in the form of television, radio, mobiles as well as internet. On account of expanding use of internet these days, digital marketing has recently shifted its prime focus to the internet.

As the method is gaining much more popularity, several agencies as well as consultancies on account of dire need to someone who guides people as well as offer advice to them on the effective advertising through usage of digital media. Such kind of consultancies and agencies has obtained immense popularity. The one very effective way for advertising online is usage of search engines for showing up the ads. The more the people search and the more their keywords match your ads, the higher exposure your ads will have, thus treading the way to higher sales and profits.  The major advantage of digital marketing is raising your sales visibly.

But in recent scenario, the Yahoo-Bing alliance has caused some turbulence in the race of marketing. People have become very afraid of this partnership as it may either work in their favor or may back fire causing damage to all. The major reason behind this is that Yahoo has agreed to such an alliance on immense amounts of costs which it can save through teaming up with Microsoft’s Bing. The key attraction for Bing is raising in revenue on increased amount of queries. It seems that Bing has thought that this partnership would lead to more advertisers per keyword as well as finally resulting in raised bid competition.

But as every business deal has risks, this one has quite a few as well. The main risks for Yahoo relates to revenue, market share as well as brand differentiation. Moreover, the main risk that Yahoo needs to face is that of an overall declined market share. By moving on to Bing, it face dislike of Bing’s search results by consumers as well as a decline in revenue. Both of such companies do fear that if the consumers don’t feel comfortable with partnership, then the consumers may just shift to Google.