Realizing the battle with Google in the general search market is futile, Ask.com (Nasdaq: IACI) looks like they're going back to the roots of the company, and will start to answer questions again; this time for "married women looking for help managing their lives," according to the Washington Post.
The focus will now be on everyday questions women are looking for answers to, and will include interests like family, children and health, among a number of other life interests they have.
Charlene Li, an analyst from Forrester Research, likes the new strategy, and said Ask.com has a good chance at generating more profits by targeting this key demographic, especially moms who make so many of the decisions for what the household money will be spent on.
"It's a smart move," Li said. "I still think Ask has great technology, but it's just really hard to fight against Google."
While Ask added a lot of interesting tools for users to take advantage of, they still attracted the female market which was looking for answers to basic questions.
Li said that she believes a lot of mothers and married women will like the fact that Ask is refocusing on them to primarily serve their interests.
It's interesting to think of where Ask.com may be if they had continued on with their key female demographic, rather than take an ego run at Google (Nasdaq: GOOG).
I agree that this should be a great move by Ask, which does offer a good product, and should be able to offer up some interesting things to this key demographic.
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