Internet Marketing Weekly News Update #087 February 23, 2011

Nokia views developing markets and mobile as the keys to continued online growth.
Nokia has announced a venture in cooperation with Motorola to bring Internet access to developing markets via smartphones, citing the fact that while only 20 percent of the world's population has Internet access, 80 percent lives within range of a cellphone signal. This strategy could address both plateauing Internet penetration rates in developed countries, and increasing inroads by Apple and Google.
The New York Times

New study points to the second-phase challenge of social media marketing: holding customer interest.
A big part of online marketing has been focused on getting consumers on board as Facebook friends, Twitter followers, or on an email list. The next challenge is holding their interest so they'll continue to accept marketing messages, and a recent study by ExactTarget-CoTweet showed what some of the hazards involved in doing this can be. Top reasons people drop out of these marketing campaigns include messages being sent too frequently, repetitive or boring messages, and too much overt marketing content.

Small business study suggests group buying platforms face an attrition problem.
A MerchantCircle study of small businesses found a high drop-out rate among those who have tested group-buying platforms such as Groupon and LivingSocial. 55 percent of those surveyed who have tried one of those platforms say they do not intend to do so again. The study also found that Facebook Places is gaining traction as a promotional vehicle for small businesses.

Study finds online video program length matters more than ad length for viewer completion.
A study by FreeWheel found that the probability of a viewer watching a complete ad in an online video varied less depending on whether the ad was a 15 or 30 second spot than it did on whether the video was a short, medium, or long program. Long-form videos garner clearly higher completion rates for accompanying ads.
Marketing Pilgrim

Bing and Yahoo! will now allow trademarked terms to be keywords.
In a change of policy, Bing and Yahoo! will now allow advertisers to used trademarked terms as search keywords. This follows a practice Google has had in place since 2004.
Marketing Pilgrim

Advertisers can use targeting to combat falling Facebook click rates.
The click-through rate of Facebook ads declined from 0.063 percent to 0.051 percent in 2010, but relevance makes a big difference. Targeted Facebook ads have a click-through rate of 0.15 percent, compared to just 0.02 percent for non-targeted ads.

Google frustrates SEO practitioners by changing titles in search results.
Google has been observed to be changing the titles tagged onto some articles by their publishers for search results. This may frustrate some SEO efforts, but Google has commented that publishers can avoid this by making titles more appropriately descriptive and less keyword-stuffed.

Google looks to further streamline Chrome.
The Chrome browser, already considered to have a fairly stripped-down look, may get even more minimalist. Google has announced possible changes which could include hiding the URL bar. The bar would be available as a pop-up, but this approach could influence users more towards searching rather than directly entering a URL.


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