Internet Marketing Weekly News Update #113 September 14, 2011

New research shows how short-lived the effectiveness of new links can be.
A study by attempts to quantify the importance of fresh content by measuring the half-life of new links on social media - the time until they will have received roughly half the clicks they will ever get. The average is about three hours, though it varies by site, from 2.8 hours for Twitter, to 3.2 hours for Facebook, and up to 7.4 hours for YouTube.
The New York Times

Timing can be a key ad targeting technique.
TBG Digital has published figures that show striking demographic differences in consumer behavior depending on the time of day. For example, males are 42% more likely than females to complete a purchase via a Facebook ad in the evening, and consumers aged 50 or over are 119% more likely to do so in the morning than at any other time of day.

Bing and Twitter to continue real time search alliance.
At a time when some Web alliances are shifting, Microsoft and Twitter appear to have renewed their deal for including Twitter in real time Bing searches, though the informal nature of the announcement leaves open questions about the length and the terms of the deal. This renewal takes on added significance since Google recently replaced Twitter with Google+ in its real time searches.
Search Engine Watch

The firing of its CEO raises existential questions about Yahoo!.
The firing of Yahoo! chief executive Carol Bartz may have seemed inevitable, but now it leaves the company with several fundamental questions about its future that go far beyond who will take over as the next permanent CEO. These questions include whether the company will be broken up, and/or sold off.
Search Engine Land

Google uses patents as a weapon against Apple.
Google is licensing some of its patents to HTC for use in a counter-suit against Apple. The primary motivation for Google seems to be the opportunity to strike at Apple via proxies. This battle could heat up when Google's acquisition of Motorola Mobility goes through, giving Google a potential new arsenal of 17,000 patents.

Google predicts a mobile Christmas.
Based on past usage patterns for holiday shopping, combined with the growth in penetration of mobile devices such as smartphones and tablets, Google is projecting that 15% of US Black Friday shopping searches will be done via mobile devices, as will 44% of searches involving last-minute gifts and store locations.

Yahoo! holds on to second spot in online ad revenues, but for how long?
Despite a variety of problems which led to the recent departure of CEO Carol Bartz, Yahoo! remains on track to be this year's second biggest earner of online ad revenue, trailing only Google. The trouble is that Yahoo!'s online ad revenues have flat-lined, while Google and #3-ranked Facebook are growing theirs rapidly.

Online TV viewership is enjoying a peak growth year.
According to estimates from eMarketer, the online TV audience is expected to grow by 27.4% this year, to a total of 69.4 million people. This audience is expected to continue to grow in each of the next four years, albeit at steadily slowing rates.

Google acquires Zagat to anchor its local offerings.
While Google has had a strong appetite for acquisitions generally, its recent purchase of Zagat may be especially significant strategically. With Zagat's following for restaurant reviews, Google will now have distinctive original content to draw people to its locally-based marketing efforts.

EBay attempts a social entree via The Gifts Project.
The pattern in M&A activity has been for traditional Internet powers to try to extend their reach into social, often locally-based, media and commerce efforts. A recent example is EBay's acquisition of The Gifts Project, a company which organizes groups of buyers for e-commerce purchases.

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