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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.

Chipotle launches a loyalty scheme to win customers back

The past year has been tough for Chipotle Mexican Grill.

After multi-state E. coli outbreaks infected dozens of customers, the high-flying American fast food chain fell back to earth and has been struggling to heal its brand and encourage consumers to stay loyal.

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Ad blocking continues to grow, but many publishers & advertisers still don't get it

While there's debate around the impact of ad blocking, the statistics are clear: the extent to which consumers have embraced ad blocking is not in question.

And there's no sign that the consumer desire to keep ads at bay is waning.

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If video is the future of the internet, here's what brands need to know

Few underestimate the power of online video. Its importance has been apparent since at least 2006, when Google acquired YouTube in a deal worth north of $1.5bn. 

But a lot has changed since then. So much, in fact, that it's worth asking if video is effectively the future of the internet. The answer: perhaps.

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Facebook's Offline Conversions API is a big deal for merchants

For merchants that sell to their customers offline, assessing the efficacy of Facebook ad campaigns can be challenging.

This is because establishing a direct link between those campaigns and offline sales is often a guessing game, particularly for small, local businesses.

But savvy merchants will soon be able to change that thanks to Facebook's Offline Conversions API.

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Everything marketers need to know about Snapchat's new ad announcements

While Twitter tries to lure advertisers with emoji targeting, Snapchat last week made some big ad announcements that could hasten the app's rise as a marketing platform for brands looking to connect with young consumers.

Here's what marketers need to know about the announcements.

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Emojis gone wild: Twitter unveils emoji targeting

Thanks to adtech and big data, marketers have more ways than ever to target consumers in digital channels.

But Twitter is taking targeting to a whole new level with the announcement that it is letting advertisers reach out to consumers based on the emojis they use.

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Influencer marketing is becoming a joke: What can brands do about it?

In an effort to reach consumers via social channels, in recent years a growing number of brands large and small have embraced influencer marketing.

But as evidenced by Essena O'Neill, a popular 18-year-old influencer from Australia, influencer marketing has a dark side.

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Does app data suggest we are nearing peak social?

Much has been made of the fact that Snapchat reportedly now has more daily active users than Twitter, but is overall usage of all social apps peaking?

According to data from website traffic and mobile app analytics service SimilarWeb, the answer just might be yes.

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What marketers need to know about eSports

Professional sport is a multi-billion-dollar business and in the past several decades, brands have become an inseparable part of the market.

Numerous brands, from Nike to Red Bull, can even attribute much of their success to aligning themselves with the right sports, leagues, teams and athletes.

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Is Facebook doing enough to prevent fraudulent ads?

In recent years, Facebook has grown to be one of the most dominant players in online advertising, but when it comes to policing the ads it displays, is it asleep at the wheel?

An investigation by Justin Seitz, creator of investigation tool Hunchly, raises questions about just how hard Facebook is working to weed out bad ads.

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Personalisation can lift push notification open rates by up to 800%: Study

Building a successful mobile app is difficult.

Companies spend significant amounts driving consumers to install their apps, and by some estimates, apps that aren't opened for a second time within the first 12 hours after download can see churn exceeding 50% in some categories.

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Seven big challenges facing healthcare marketers

Despite the fact that there are more ways than ever to target and reach audiences, marketers face numerous challenges. 

And perhaps few face the number of challenges that confront healthcare marketers.

Here are seven of the biggest that this group must contend with.

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