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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.

Should marketers be more concerned about Facebook's video metrics faux pas?

Facebook made headlines last week when The Wall Street Journal reported that it had "vastly overestimated average viewing time for video ads on its platform for two years."

It was a rare embarrassment for a company that has built one of the most powerful ad businesses in the world.

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What brands need to know about Snapchat Spectacles

Snapchat is getting into the hardware game.

On Friday, the company unveiled Spectacles, a pair of sunglasses that comes equipped with a video camera that records clips, or Snaps, of up to 10 seconds.

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Healthcare marketing salaries drop, but employees content

Healthcare organizations, including pharma and medical device firms, have been clamoring to hire marketers.

Despite the clamour, salaries for healthcare marketers dipped in the past year according to Medical Marketing & Media's (MM&M) 2016 Career and Salary Survey, which polled 953 individuals employed in this role.

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The anatomy of a good response to a negative online review

Large numbers of consumers turn to online reviews when evaluating products and services, so it's no surprise that many businesses take them very seriously.

While some employ questionable tactics for dealing with negative reviews, ranging from legal threats and lawsuits to customer insults, there are good ways to make lemonade out of lemons when customers complain about your business online.

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Brands too dependent on Facebook organic reach: study

Facebook generated more than $17bn in revenue in 2015, primarily from its ad products.

Despite this, brands active on Facebook are overly dependent on organic reach to distribute their content on the world's largest social network.

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Are online advertisers wising up about content quality?

YouTube is facing a backlash after popular content creators claimed that the platform is failing to monetize their videos.

The row focuses on YouTube's Advertiser-Friendly Content Guidelines, which users claim they were not told about and that they feel are ambiguous.

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For IoT medical device firms, security issues are no longer just bad PR

More and more of the world is connected thanks to the rise of the internet of things.

The healthcare industry, like so many others, is one of those being greatly affected by this trend, as everything from wearables to implanted medical devices are getting connected.

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Facing scrutiny, pharma marketers turn to unbranded ads

Thanks in large part to drug pricing controversies, pharma companies have found themselves under scrutiny from the public, government regulators and even physicians.

That isn't stopping pharma companies from pouring big bucks into their marketing campaigns, but increasingly, pharma marketers are turning to unbranded ads in an effort to reach consumers in a more subtle, stealthy way.

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GSK launches digital campaign to drive meningitis vaccinations

With television ads apparently losing their sway, pharma marketers are increasingly turning to social media, despite the fact that they have numerous digital shortcomings.

A new campaign launched by GlaxoSmithKline (GSK) demonstrates why addressing those shortcomings is so important.

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78% of mobile banking customers are satisfied with the service: Stats

Big banks are working hard to deal with the threat of disruption, and increasingly the local branch is a touchpoint that many customers are avoiding.

According to a new study by customer experience management firm Clarabridge, 36% of banking customers in the US haven't visited a branch in the past month.

Instead, they're banking online, with 38% using a mobile device to do so and another 35% using a desktop or laptop.

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Chipotle ruling shows importance of employee social media engagement

While most companies' social media efforts are customer-focused, a recent ruling by the National Labor Relations Board (NLRB) serves as a reminder that employee social media strategy is very important too.

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Are regulations impeding financial services innovation?

Fintech upstarts are disrupting established financial institutions and many pin the blame on those very institutions, arguing that they're not innovative.

But now one bank is complaining that EU rules, namely the bonus cap instituted after the Great Recession, are impeding its ability to innovate by luring top tech talent and acquiring startups.

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