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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.

vr

Augmented Reality vs. Virtual Reality: where should brands focus?

Augmented reality and virtual reality are the source of growing buzz.

For brands interested in exploring them, which is the more worthy technology?

6 comments

Seven helpful tips for livestreaming success

Brands like BMW, Southwest Airlines, Target and GE are increasingly experimenting with livestreaming, and some believe the medium will become an important part of the digital video marketing mix.

So what should brands looking to embrace livestreaming do to increase their chances of success?

Here are seven tips.

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Is Twitter becoming a dark social channel?

In spite of its recent travails Twitter remains one of the most popular social networks, and a new update could hasten its rise as a potent dark social channel.

This week, Twitter announced that it has added a Message button to tweets in an effort to make it easier to share them via DMs in the Twitter iOS and Android apps.

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Data can be toxic, here's how companies should handle it

Data is the lifeblood of the digital economy and represents one of the most valuable assets a company can develop today.

But according to leading security expert Bruce Schneier, "data is a toxic asset and saving it is dangerous."

Why? Saving data is dangerous because lots of people – including those with nefarious intentions – want it, it's hard to secure, and once it falls into the wrong hands, the damage can be significant. 

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Does the rise of messaging apps mean brands need a ‘bot’ strategy?

Private messaging is social's next big ad frontierbut there’s huge potential for these apps to evolve beyond being just another ad platform.

In the East, platforms like WeChat show how messaging apps can be potent channels for commerce, and all indications are that the same could one day be true in the West.

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New data reveals impact of Google’s right-hand ad changes

When Google decided to kill right-hand PPC ads, many speculated that the change would be a net negative for paid search marketers.

A minority even suggested that there would be drastic effects, such as significantly higher CPCs for competitive keywords.

So how have campaigns been faring since Google implemented the change?

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Is Pinterest using ‘how-to Pins’ to exploit third-party content for SEO benefit?

Facebook, Twitter, Instagram and Snapchat may hog the social media spotlight, but quietly Pinterest has become a potent social media marketing channel and, for some brands, one of the most productive.

Like most social platforms, Pinterest has sought to woo businesses with offerings that help them engage more meaningfully with users. These include Cinematic and Buyable Pins.

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instagram

Instagram's new 60-second video limit: Five things brands need to know

On Tuesday, Instagram announced it is increasing the maximum length of videos on its service to 60 seconds. Until now, videos have been capped at 15 seconds.

Here's what brands need to know about the change.

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bart

Is raw candor a good or bad thing in social media?

It's social media best practice: be authentic and honest.

But when it comes to telling your followers what they probably don't want to hear, is there such a thing as too much candor?

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Millennials open to pharma ads, but pharma not delivering on UX

They're often claimed to be one of the hardest groups to advertise to, but according to the sixth annual Makovsky/Kelton Pulse of Online Search survey, millennials are "by far the most receptive to pharmaceutical marketing."

How receptive? According to the survey (PDF), which polled more than 1,000 Americans over the age of 18, 51% of millennials indicated that they would be motivated by a digital, television or print ad to visit a pharma-sponsored website.

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Instagram is shaking up its feed with an algorithm: what brands need to know

Brands could find that their efforts to market to users on Instagram are about to get more complicated.

On Tuesday, the popular social photo and video sharing service, which Facebook acquired in 2012, announced that it will be moving away from chronologically-ordered user feeds.

Instead, it will start employing an algorithm that aims to determine which content is most likely to be of interest to each user.

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Google courts enterprise marketers with launch of Analytics 360 Suite

Google has unveiled Analytics 360 Suite, "a complete measurement platform" targeted at enterprise marketers.

According to Google VP of Analytics, Display and Video Products, Paul Muret, Google Analytics 360 Suite is designed to give marketers "a complete view of the consumer journey and then make sense of it all."

Once they have insight, Google aims to help marketers drive results.

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