Internet Marketing Weekly News Update #107 August 03, 2011

Facebook offers marketing guidance to businesses.
Facebook has released a new guide designed to formally encourage companies to market via the social media site. The guide gives examples of how to use Facebook for marketing purposes, and tips about basics such as setting goals, providing exclusive content, monitoring pages, and responding to comments.
Search Engine Land

Twitter to raise the profile of promoted tweets.
Twitter has announced it will be placing promoted tweets higher in the order of updates appearing on user screens. While this could annoy users who use Twitter primarily for personal contacts, users will only receive promoted tweets from products they already follow, so the new protocol could be useful for people who want to use Twitter to keep abreast of new specials on products of interest.

More customers now finding new solutions for security software.
Even though 44.3 percent of the market share for security software is controlled by five firms, these industry leaders have lost some of their dominance in the field in recent years. According to the Gartner Group, back in 2006 the top five firms controlled 60.0 percent of the market. Industry leader Symantic has seen its share drop the most, from 29.5 percent to 18.9 percent.

Yelp hints at going public.
Local reviews site Yelp has made a move which hints of a future bid to go public, by hiring a chief financial officer with public company experience. New CFO Rob Krolik has experience with Move.com and Shopping.com. Working towards an IPO would put Yelp in line with a trend which sees many Internet companies in a transition from private to public capital.
The New York Times

Amazon makes a move to position itself against Netflix
Noting how the trend towards video distribution is becoming more virtual than physical, Amazon has signed a deal with NBCUniversal that gives it non-exclusive access to some titles in Universal's film library. Netflix is still the leader in video content and subscribers, but Amazon and Apple are among the competitors scrambling to catch up.
The New York Times

ComScore studies the ripple effect of Facebook fans.
While consumer brands are actively trying to grow their rosters of Facebook fans, a new study by comScore suggests that they should also be mindful of the broader impact of a strong presence on Facebook. The study found that through news feeds and other interactions among friends on Facebook, for every fan a brand has, it can reach 34 additional friends of that fan.

Groupon and Foursquare to collaborate on local deals.
Foursquare's efforts to capitalize on its 10 million users have recently included adding offers from daily deals sites like LivingSocial. Now, Foursquare has taken a further step by adding the leader among daily deals sites, Groupon, to its roster of companies providing offers to users when they check into a Foursquare location.
The Wall Street Journal

Penetration rate for digital coupons is expected to slow this year.
After climbing by 2 percent last year, the penetration rate of digital coupon usage by online consumers is expected to grow by just 1 percent this year, and add an additional 1 percent in each of the next two years. According to a forecast by eMarketer, usage of digital coupons will reach 47 percent of adult US Internet users this year, representing 88.2 million people.

Initial curiosity about Google+ seems to be fading.
Curiosity drew large numbers of people to Google+ initially, but the company may not be able to sustain their interest. According to figures from Experian Hitwise, total site visitors to Google+ dropped to 1.79 million from 1.86 million during the week of July 23rd. Meanwhile average time spent on Google+ declined by 10 percent during that same week.
Search Engine Land

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