Internet Marketing News Update #223, March 18, 2014

Ogilvy testing a new form of intensive consumer profiling.
Ogilvy Labs is testing a consumer profiling tool called Autograph, whose makers claim it can capture about 5,500 distinct attributes of a consumer in less than 30 seconds. A potential downside is that this requires the consumer's cooperation in spending about half a minute indicating a series of preferences, but the positive side of that is that it makes this a completely opt-in approach.
MediaPost News

Organization formulates standards for mobile app deeplinking.
In response to questions and confusion from advertisers about the best methods of deeplinking from advertisements or e-mails directly into mobile apps, a group of technology companies have joined forces to create a guide to standards and best practices for the technique. The group has created to act as a central location for publishing evolving guidance related to this issue.
Direct Marketing News

Facebook deletes its e-mail offering.
Facebook has decided to discontinue the e-mail service it once hoped would compete with gmail. Despite Facebook's huge user reach, the lack of adoption of its e-mail service illustrates the difficulty of gaining traction in an established space where the barriers to change are higher than the incentives to do so. In this context, Facebook's recent acquisition of mobile messaging system WhatsApp can be seen as an attempt to leapfrog e-mail by capturing a newer interpersonal communication medium.
Direct Marketing News

Nielsen study highlights differences in men and women as tech consumers.
A Nielsen poll found differences along gender lines on a range of topics. Some highlights: men are more likely to look at features when choosing a smartphone, while women put a greater emphasis on price; women are more likely than men to use social media for staying in touch with family and friends, while men are more likely to use it for business reasons or dating; men generally trust advertising a little more than women.

Yahoo's log-in change could garner accounts or isolate their web sites.
Yahoo will no longer accept Facebook or Google IDs as log-ins for featured content such as fantasy sports and Flickr. The move is seen as an attempt to get more people to create Yahoo accounts, but it could also drive people away from its sites.
Marketing Pilgrim

Patent infringement suit centers on SEO processes.
SEO firm BrightEdge has sued German competitor Searchmetrics, claiming that Searchmetrics violated a number of patents concerning the implementation of SEO techniques. At least one observer feels the case could prove tricky because some of the patents draw on techniques common to the SEO industry, rather truly unique processes.
Search Engine Watch

Switching between devices complicates formatting.
The challenge of formatting sites is increased by the fact that users often switch between types of devices, often for the completion of the same task. A study by Facebook found that just over half of people who own two or more devices switch between them to complete a task. Smartphones tend to be used most outside the home, while tablets are often used at home in conjunction with entertainment, and laptops/desktops are still viewed as productivity workhorses within the home.

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