Internet Marketing Weekly News Update #025 December 9, 2009

Mobile Web volume increases in terms of both users and usage.
eMarketer estimates that 29.2% of mobile phone users log onto the Internet via their phones at least once a month, up from 22.3% in 2008. In addition, the average number of monthly mobile Internet sessions doubled from 10 in October of 2008 to 20 in October of 2009.

Mobile seems poised as the next explosion in ad spending.
eMarketer projects that mobile ad spending should climb sharply in the years ahead, from $416 million this year to $1.5 billion in 2013. This optimism is not just a function of the growth of mobile usage, but also reflects the opportunity to link mobile advertising to immediate buying behavior.

Ad avoidance remains a challenge for traditional and new media.
As Internet advertising grows, it inevitably fuels more user impatience with ads, though still not approaching the impatience viewers have with television ads. 41% of poll respondents avoid web sites with intrusive advertising, but 44% of TV viewers now skip ads. Whereas only 39% of respondents feel there are too many ads on the Internet, two-thirds of respondents feel that way about television.

Business overwhelmingly embraces social media marketing.
Business usage of social media marketing has accelerated sharply in the past two years. According to the Center for Marketing Research at the University of Massachusetts Dartmouth, 57% of businesses used social media marketing in 2007. This climbed to 77% in 2008, and 91% in 2009. Social networking is the most commonly-used form of social media, with 80% of companies participating.

Google settles on a clean, minimalist look.
After some experimentation, Google has settled on a homepage which shows little more than a logo at first, and then has a few other features fade it. This is in marked contrast to the feature-heavy--but often busy--homepage look of some of its competitors, or the picture/trivia quiz currently dominating Bing's homepage.
Search Engine Watch

Next Jump uses data mining to achieve extraordinary e-commerce response rates.
Internet marketing company Next Jump uses a vast network of consumer data to create highly-individualized promotional pitches. The company claims that its techniques result in an ad click-through rate of 60%, and that 1 in 11 people who see its ads make a purchase.
New York Times

Private-sale sites becoming a growing e-commerce niche.
Private sale websites like Gilt, Rue La La, One Kings Lane, Ideeli, and HauteLook create a sense of urgency among buyers by offering exclusive merchandise or deals in limited quantities. This effectively puts buyers in competition with one another, only that competition takes place over the Internet rather than involving pushing and shoving in stores.
New York Times

Big Google is watching--Google extends personalization usage.
Google now uses browser cookies to track browsing history and customize search results accordingly for all users. Previously, they had done this only for users who opened Google accounts, which was more comforting to privacy advocates because it represented a degree of opting into having activity tracked by Google.
Marketing Pilgrim

Google calls News Corp's bluff with new opt-out option.
Google has provided tools which make it easier for publishers to opt out of inclusion in its searches. This comes in the wake of recent sabre-rattling by News Corp chief Rupert Murdoch, who grumbled about providing free content to search engines. Given that Google provides over 25% of the traffic to the Wall Street Journal's site (the WSJ being a prominent NewsCorp publication), it remains to be seen whether News Corp will avail itself of the opt-out.
Search Engine Watch



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