Author: Patricio Robles

Patricio Robles

I am a tech reporter and have been writing about technology, digital marketing and startups at Econsultancy since January 2009.

Four examples of automotive brands that are innovating the customer experience

Disruption is a common theme these days and while it's hard to create a list of industries that are being disrupted the most, there's no doubt that the auto industry is a contender.

Consumers are redefining their relationship with cars, from the way they acquire them to how they use them, and that means automakers need to rethink their roles and how they operate in the market.

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Pharma must use digital to meet the needs of decision makers: report

The decision makers who decide which drugs appear on their hospital or insurance plan's drug formulary are increasingly reliant on information delivered through digital channels, presenting pharmaceutical companies with a digital imperative.

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A beginner's guide to Facebook Custom Audiences

Thanks to its treasure trove of data, in little more than a decade, Facebook has fast become one of the most important marketing channels for many businesses.

But for many marketers, Facebook's most productive targeting functionality is Custom Audiences, which allows marketers to deliver Facebook ads to users they're already interacting with.

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Google ditches first click free, embraces paywalls

This week, Google killed its 'first click free policy', which required that publishers employing a paywall offer Google Search and Google News users three free articles per day. Those that didn't saw their search rankings demoted.

For years, publishers complained that first click free policy made it difficult for them to maximize their subscription revenue. Yet many chose to follow it rather than give up Google referral traffic.

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Ikea just purchased TaskRabbit: Here's why

Ikea, the world's largest furniture retailer, is no digital dummy.

The company, which has annual revenue of over $36bn, has proven to be a savvy digital player. It actively markets in numerous digital channels, where it has created some great campaigns

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Can big banks catch up to Venmo with P2P payments app Zelle?

Digital disruption has impacted just about every industry and one could make an argument that perhaps nowhere is the disruption more evident than in financial services.

Despite the fact that entrenched financial services firms, including big banks, have almost unfathomable amounts of money, in almost every financial services market, upstarts have sought to dethrone the entrenched players.

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Twitter is testing longer tweets: The pros and cons

After years of discussion, debate, speculation and some small moves in this direction, Twitter announced yesterday that it will be testing an expanded 280-character limit for some users for English, Spanish, Portuguese and French tweets.

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What advertisers need to know about Safari's new anti-tracking feature

The digital ad industry is up in arms about a new Intelligent Tracking Prevention feature that is included in the latest version of Apple's Safari browser.

The feature is now on millions of mobile and tablet devices as of the release of iOS 11 on Tuesday and will come to millions more later on September 25 with the release of macOS High Sierra. 

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Is Uber's lawsuit against an agency a harbinger of greater brand-agency discord?

Thanks to all of the scandals and controversies that have hit online advertising in the past year, a growing number of companies are taking a closer look at their digital ad campaigns.

Some of them aren't liking what they're finding.

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Restoration Hardware bid on 3,200 keywords, found 98% of its PPC sales came from just 22 brand terms

For years, many marketers have spent a lot of time and money trying to find the perfect keywords for their paid search campaigns.

In some cases, marketers are bidding on thousands of keywords. But could it be for naught?

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The FTC begins cracking down on influencers who violate its rules

It has been coming for years. Concerned about advertisements that aren't always distinguishable as advertisements, the US Federal Trade Commission (FTC) has been warning brands and the publishers and influencers they work with that they need to adhere to guidelines designed to ensure that consumers know the score.

Now, following another friendly reminder to influencers and brands in April, the FTC is ramping up its enforcement efforts.

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Five things every company can learn from the Equifax data hack

Last week, it was revelead that Equifax, one of the three major credit bureaus in the United States, suffered a data breach that might be the "worst leak of personal information ever."

Through the breach, criminals obtained the full names, Social Security numbers, birth dates, addresses, and in some cases, driver license numbers, of 143 million Americans, creating a fraud and identity theft nightmare of epic proportions that will exist for years to come.

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