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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.

Twitter announces application process for verified accounts: what marketers need to know

Twitter has for years offered verified accounts, which help brands and public figures establish the authenticity of their accounts and access additional features, including special filters and opt-out from group Direct Messages.

Previously, verification was offered to select brands and public figures, and there was no official way for those not selected by Twitter to request verification.

That changed this week.

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Ads on premium sites drive 67% greater brand lift

Thanks in large part to programmatic, advertisers have more ways than ever to reach consumers online, and to target their ads at scale.

But according to comScore, not all ads are created equal. Instead, ads that appear on premium sites are far more productive, particularly mid-funnel.

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tinder

Four ways brands are marketing through dating services

Online dating services might not seem like ideal platforms for marketing.

After all, many are monetized primarily through paid subscriptions, and users, for obvious reasons, are probably more focused on finding a date than clicking on ads. 

But in recent years, brands have found ways to insert themselves into the online dating experience. Here are four examples.

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illegal drugs

Is ad fraud the 21st century drug trade?

Ad fraud is not a new topic, but as some U.S. Senators who are members of the powerful Senate Banking Committee see it, action is needed to prevent ad fraud from ballooning into one of organized crime's most lucrative businesses.

In a letter to the Federal Trade Commission (FTC) urging the agency to look into ad fraud, the Senators suggested "It remains to be seen whether voluntary, market-based oversight is sufficient to protect consumers and advertisers from digital advertising fraud."

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Will click & collect be killed off by same-day delivery?

There's a real debate to be had as to whether retailers' omni-channel hopes are realistic or delusional.

But for retailers clinging to the idea that there will always be a place for physical stores, click-and-collect capabilities are often touted as evidence that a brick and mortar presence still offers advantages.

New data, however, suggests that click and collect might not be as important as some retailers believe.

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Can search revolutionize healthcare & the diagnosis of diseases?

Which technologies are most likely to revolutionize healthcare?

While there are no shortage of candidates, including wearables and telehealth, one of the internet's long-standing fixtures, search, shouldn't be overlooked.

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Snapchat’s user base is getting older: How should marketers respond?

Snapchat is one of the most popular messaging apps for teens, and its rise could even be partially responsible for a decline in how much users are sharing on Facebook and Instagram.

But Snapchat is itself changing.

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Amazon might be ditching the discount, sort of

Historically, discounting has been a lifeblood for many retailers. And the bane of their existence at the same time.

Now, the 800-pound gorilla of online retail appears to be experimenting with ditching discounts. Sort of.

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Is the subscription commerce boom over?

One of the hottest trends in online retail in the past several years has been subscription commerce.

Much of the boom has been fueled by the rise of subscription box services that deliver products on a regular basis in a pretty little (or big) box.

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GSK migraine simulator demonstrates AR/VR potential for healthcare marketing

Healthcare marketing might not be one of the most obvious applications of augmented reality (AR) and virtual reality (VR) technology.

However a new GlaxoSmithKline (GSK) campaign shows the very real potential.

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Mobile programmatic is now an established digital channel: Stats

As Econsultancy founder Ashley Friedlein observed in a post about digital marketing trends for 2016, "mobile is eating the world."

Coupled with the fact that programmatic has been nibbling away at digital advertising, it shouldn't come as a surprise that mobile programmatic is thriving.

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What marketers need to know about Facebook's latest News Feed update

Recently, Facebook came under fire after former workers claimed that they routinely suppressed conservative news stories from the company's "trending" section.

While the company disputed the claims, the implications were so serious that Facebook CEO Mark Zuckerberg met with conservative leaders.

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