Internet Marketing News Update #236, April 15, 2015

Yahoo's search gains from Firefox may prove short-lived.
When Yahoo began a five-year deal to be the default search engine on Mozilla's Firefox this past December, it got an immediate boost in search share. According to analysis from comScore, Yahoo's share of search that month jumped to 11.8% of the desktop search market, its highest share since 2009. However, after peaking at 13% in January, Yahoo's share has started to move in the other direction, dropping to 12.8% in February.
Search Engine Watch

Google looking to change algorithm to shut some doorways.
Google has announced its intention to adjust its search algorithm to cut down on the appearance of "doorway pages" in search results. These are essentially duplicate pages which are intended simply to give a site more appearances in search results. Google says site managers should look to eliminate pages which are simply there to take up more places in search results without adding anything to the user experience that could not be found elsewhere on the site.
Search Engine Watch

The future of net neutrality moves from the FCC to the courts.
Even before the FCC's recently-announced guidelines favoring net neutrality have gone into effect, the first lawsuits challenging those guidelines have been filed. The legal fallout is already shaping up to be chaotic - since the new guidelines reclassify broadband providers as "common carriers" to make them subject to the Communications Act, there are potentially many of those providers who could bring legal action to challenge those guidelines.
The New York Times

Facebook offers new tool to attract app developers.
Facebook's new Analytics for Apps tool is being offered free to developers, and could prove valuable in helping them market and refine their products. In addition to offering demographic information on app users, the tool also tracks buying behavior related to the app's web site, and shows "pain points" in the user experience that caused people to abandon the app.

Messaging apps show how to gain user loyalty.
A recent study by Flurry Analytics found that mobile messaging apps are much more effective at retaining usage than most other mobile apps. Of apps users downloaded in January of 2014, 62 percent of mobile messaging apps were launched at least once in January of 2015, compared with just 11 percent of all apps. The frequency of mobile app usage is cited as a key to maintaining the space on user screens necessary to have a high rate of continued use.

Banks seek closer customer relations through cross-channel strategies.
Developing their cross-channel capabilities was the digital priority most frequently cited by banking executives, at 45%. The motivation for bank investment in digital is primarily cross-selling to existing customers; 40% of bank executives cited this as their number one reason for making the investment, compared to 28% who cited new business acquisition.

Lawsuit seeks to crack down on 'zombie cookies.'
Two Verizon customers have sued ad company Turn over its exploitation of UIDHs, a form of header Verizon inserts on users' smartphones. These headers are nicknamed 'zombie cookies,' because they allow advertisers to track activity even after the user has deleted cookies. The suit, which has the potential to turn into a class action, not only claims Turn violated advertising laws, but also charges that Turn's actions physically interfered with user property.
Media Post News

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