Internet Marketing Weekly News Update #147 May 16, 2012

Amid multiple digital marketing tools, email is still most popular.
Email is the top interactive marketing tool for digital campaigns, according to marketers surveyed in March 2012 by Chief Marketer. Second place is almost a tie between email newsletters, at 59%, and social network presence at 58%. Nearly half of these marketers also worked with display ads for Web and SEO. Fresh content is important to improve search presence, and niche tools such as social apps and branded games are gaining popularity.
Chief Marketer

Online advertising connects to potential billion-dollar market of phone calls.
With Google AdWords campaigns, keywords in search terms send people to a response mechanism, typically a website and/or a phone number. These numbers are often "smart numbers" that can send data and play sound files. Interest is growing in the metrics from these phone calls, which result in business transactions more frequently than Web advertising alone does.

Facebook buys into mobile customer loyalty services.
Facebook recently acquired startup Tagtile, a loyalty and customer management solution available on mobile devices. This purchase could suggest Facebook is interested in e-commerce and coupon deals, which other firms like Google and Amazon are also exploring. Facebook had no comment on this idea as it is preparing for its IPO.
New York Times

North Americans shop online at record-breaking pace.
An April 2012 report from GroupM projects that online sales in the U.S. and Canada this year will climb beyond $1,000 in average spending per user. U.S. B2C e-commerce sales are expected to reach $343.4 billion by the end of 2012, an increase of nearly 14% from 2011. Slower growth is likely after 2012 as the U.S. market matures and the online population approaches full penetration.

Shopping merges with social media for adults under 50.
In the past year, 42% of Americans aged 18 to 49 turned to social media sites like Facebook and YouTube for shopping guidance, whether they searched for an item, did background research or compared products before buying. According to a study from Leo Burnett/Arc Worldwide, more than half of these shoppers used Twitter, while nearly one-quarter accessed social media sites on their mobile phones.
Direct Marketing News

Moms rule online shopping and Pinterest.
A Nielsen infographic, "The Digital Lives of American Moms," shows that mothers shop online for more items than most Americans, hoping to save time and money. Compared to the average American, moms are more likely to buy these items online: for toys, 50% more likely; for clothes, 35% more likely; and for music, 29% more likely. Also of note: In March, Pinterest was the most-visited site for U.S. moms, who are 61% more likely than the average online adult to visit this site.

New App Center could energize Facebook in the mobile arena.
The launch of Facebook's App Center may help the company build a presence in mobile apps. Marketing Pilgrim suggests that this move could also take some pressure off of ad sales for mobile platforms. Facebook has noted that it's not easy to monetize mobile apps through advertising. Although many apps are expected to be free, not all are, which could pave the way for monetizing mobile Facebook use.
Marketing Pilgrim

Social listening helps marketers track customer interests on Pinterest.
Pinterest's different sections, such as Gifts or Boards, may provide useful marketing information. Within a Pinterest category -- for example, weddings -- the popularity rankings offer a look at customer preferences. The Popular category, which extends across all categories, shows what type of content is well liked. Comments also allow marketers to monitor the community's reactions.
Search Engine Watch

Useful tools evaluate backlinks and locate website contacts.
For sites that were affected by Google's Penguin update, Search Engine Watch has tips on removing undesirable backlinks. Advice covers conducting backlink audits and tools to evaluate backlinks. This article discusses link removal requests, record-keeping for request emails and "cyber-Nancy Drew" tricks for discovering who is behind a blog or site.
Search Engine Watch

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