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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.

Goldman Sachs creates in-house content studio

Goldman Sachs is best known for its investments in the financial markets, but the banking behemoth, which has been around for more than 100 years, is also making investments in digital marketing.

In fact, as the firm's VP of Digital & Social Media Strategy, Kaydee Bridges, revealed to attendees at Advertising Week, Goldman Sachs has created its own in-house studio.

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Wells Fargo scandal shows why banks are vulnerable to fintech startups

Wells Fargo, one of the largest and most prominent banks in the world, has been embroiled in a scandal in which thousands of its employees apparently engage in fraud.

The company, which was founded in 1852, has already paid $185m in fines over charges that it opened more than 2m deposit and credit accounts without the permission of its customers.

And investors have knocked more than $20bn in value off Wells Fargo's market capitalization.

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Over half of consumers now turn to Amazon first for product search

Google might be the most popular search engine in the world, but when consumers are searching for products, they're increasingly turning to Amazon first.

In fact, according to a BloomReach study conducted by Survata, over half of consumers (55%) now go to Amazon first when they're looking for a product, up from 44% in 2015.


The 10 things you need to know about Google Penguin 4.0

If you live and breathe SEO, when somebody mentions the word "penguin," you probably don't think about a cute little animal.

And for good reason.  

Now, the penguin is back, as Google announced a major Penguin 4.0 update last Friday.


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.


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.


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.


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.


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.


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.