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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.

Google to create separate mobile index: What you need to know

If you needed any more evidence that mobile has taken over the world, you got it last week when news broke that Google is going to be creating a dedicated mobile index.

Here's what you need to know about it.


Pharma company Novartis taps Facebook Live event to promote heart failure drugs

Pharma companies' television ads are losing their sway with consumers.

And due to scrutiny from the public, government regulators and even physicians, pharma marketers are spending more on unbranded ads, some of which have been criticised for being unnecessarily scary.

But for all the challenges and criticism the pharma industry faces today, there are plenty of opportunities, and some companies are taking advantage of them.


Traffic to hotel websites is declining: How should they respond?

There is little doubt that residential rental sites such as Airbnb, VRBO and HomeAway are disrupting the multi-billion dollar hotel business.

There is still significant debate about the long-term impact of that disruption but if a new study conducted by Hitwise, a division of Connexity, is any indication, these sites are complicating hotels' online efforts.


The doctor is always in: Baidu to launch medical chatbot

The chatbots are here and brands are already putting them to use.

While many early adopters, such as Domino's Pizza, are employing chatbots for conversational commerce, the opportunities aren't limited to commerce and marketing.

In fact, in the future, chatbots could be a common way for individuals to interact with healthcare providers. 


The five things every company can learn from the Wells Fargo scandal

Wells Fargo's ongoing fraud scandal, which involved the creation of 2m fake accounts by bank employees, demonstrates some of the reasons banks are vulnerable to fintech startups.

But there are lessons that all companies can learn from Wells Fargo's woes. Here are five of them.


If search marketers can't predict which pages will outrank each other, is SEO just a crapshoot?

For years, many companies have invested heavily in SEO. But when it really comes down to it, is SEO just a crapshoot?

That's a question worth asking following a survey that asked hundreds of respondents to predict which page would rank higher than the other for a variety of keywords.

The result: "most SEOs are no better than a coin-flip at predicting which page will rank better."


To win over millennials, brokerage firms rethink their digital services

One of the biggest challenges facing financial services firms is how they will win over millennials.

That's a huge challenge for brokerage firms specifically, as a recent survey conducted by Bankrate.com found that just one in three millennials has money invested in the stock market. 


JPMorgan Chase taps influencer family for how-to videos

In an effort to get more of its customers to use its digital banking features, JPMorgan Chase is getting into the influencer marketing act.

The bank, the largest in the US, has tapped the Holderness Family to create a series of how-to videos designed to help customers take advantage of Chase's mobile and online banking offerings.


Will messaging apps be the next walled gardens?

WPP's Sir Martin Sorrell believes that when it comes to walled gardens, "the more the merrier." And it looks like he just might get his wish.

That's because throughout the digital economy, walled gardens seem to be sprouting.

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New data shows why digital is now critical to pharma

Bad news for pharma marketers: Physicians are becoming harder to reach.

According to data from global sales and marketing firm ZS, the number of physicians who will meet with at least 70% of the pharma sales reps who request a meeting has dropped to 44%, down from 46% a year ago and 80% in 2008.


What would a Twitter acquisition mean for marketers?

For weeks, rumors have been swirling that Twitter is a buy-out target.

The likelihood of a bidding war fizzled out yesterday after Disney and Google were ruled out as potential buyers, causing Twitter's share price to drop by 20%.

It leaves Salesforce as the most likely buyer, though it could mean that Twitter remains unsold.

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Will marketers be automated out of a job?

The robots are coming for jobs, and many who believe that they're exempt from the much ballyhooed robot job apocalypse might have reason to be far more worried.

That includes marketers.

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