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.

naomi neo

Six inconvenient truths about influencer marketing

Influencer marketing continues to grow like a weed, but that doesn't mean that brands employing it don't face big challenges.

Here are six inconvenient truths that brands using this increasingly popular digital marketing technique should be aware of.

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As WPP hit by cyberattack, brands need to pay more attention to agency security

For the second time in as many months, a cyberattack has made waves around the globe.

Following on the heels of last month's WannaCry ransomware attack, a new virus dubbed Petya began spreading rapidly this week. 

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How Europe's $2.7bn Google antitrust fine could impact the internet economy

On Tuesday, the European Commission (EC) announced that it is levying a $2.7bn fine on search giant Google for abusing its dominant search position to illegally favor its own vertical shopping search offering, Google Shopping.

In explaining the record fine for breaking EU antitrust rules, EC Commissioner Margrethe Vestager stated:

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wholefoods

Is the Whole Foods acquisition the beginning of Amazon's endgame?

On Friday, Amazon sent shockwaves through the world of retail by announcing its intention to buy upscale grocery chain Whole Foods for $13.7bn.

The deal, which came as a surprise to the markets, knocked nearly $40bn off the market caps of other retails. Kroger, Costco, Target, Walgreens and Wal-Mart each saw their stocks drop by more than 4% following the announcement, and their declines accounted for over $23bn of the market cap losses.

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Facebook adds value optimization to ad bidding & Lookalike Audiences

By some estimates, upwards of 85 cents of every new dollar spent on digital ads today is going to Google or Facebook.

That's not just a result of the fact that both companies have massive audiences, but also a result of the fact that both companies continue to offer marketers more and more options for targeting those audiences.

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budweiser

Brand as publisher: Is Anheuser-Busch InBev's investment in beer magazines savvy or risky?

Brands are increasingly getting into the storytelling business, and that means that content has arguably never been more important to them.

While this has fuelled the rise of spend in content marketing, some brands are taking their content investments a step further by investing in content-focused websites that serve their markets.

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Survey reveals the most disliked ad formats

In 2004, Neilsen Norman Group (NNG) conducted a survey to determine which ad formats internet users in the U.S. disliked the most.

More than a decade later, it decided to revisit its survey and see what has changed given the considerable changes in the digital advertising ecosystem.

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How hotels are upping the fight against online travel agencies

For years, hotels and online travel agencies (OTAs) have maintained a frenemy relationship. 

But now, as bookings through OTAs have surpassed direct bookings for the first time ever, a number of major hotel brands are more aggressively battling the middlemen who generate billions of dollars in revenue for them but eat their margins and commoditize their brands.

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In-house agency versus on-site agency: Weighing the pros and cons

In-house agency or external agency?

Increasingly, brands are finding that they have a third option as a growing number of firms are specializing in setting up on-site agencies staffed with outside agency talent but integrated into the culture and operations of the client brands.

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Google Contributor: What you need to know

With annual advertising revenue exceeding $60bn, Google is one of the companies that stands to lose the most from the rise of ad blockers.

Recognizing that ad blockers are here to stay, Google is trying to make sure it has a seat at the table and can influence the ad blocking ecosystem. For instance, it joined the Coalition for Better Ads last year, and just announced it is preparing to build an adblocker into its Chrome browser that will remove ads that don't meet the Coalition's standards.

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Why did Amazon's online video shopping channel fail?

Last March, Amazon launched Style Code Live, a daily live online show that looked like an attempt to bring the home shopping channel into the 21st century.

But little more than a year later, Amazon apparently decided that Style Code Live was not going to be this generation's answer to TV shopping.

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Amazon Books: What retail can learn from Amazon's new bookstores

Amazon is largely credited with killing the physical bookstore. 

Its biggest victim, Borders, once the second largest bookstore chain in the U.S., filed for bankruptcy and began closing all of its stores in 2011. Barnes & Noble, the nation's largest bookstore chain, has been downsizing and is expected to continue to do so for the next decade.

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