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DIGITAL MARKETING & COMMUNICATION

expats living and working in the Czech Repub-
lic use their favorite tools and search engines
they are used to from their home lands (Chine-
se Baidu, Russian Yandex, Apple maps or even
Snapchat or Tupalo social networks).
Although your company‘s only point of con-
tact with the customer in the digital environ-
ment used to be your website or maybe a few
large catalogues, the place of the first contact
with your customer has been „diluted“ between
dozens and hundreds of different sources today.
And customers get to your website from there.
Or they don‘t - it depends on their habits, what
they are looking for and also on the information
they find about you. These new channels offer
new opportunities for customer decisions and
visiting your website may not be necessary at
all. Many users make decisions based on reviews
and company ratings, while others base their
decision on the recommendations of friends
on social networks. And in the case of, e.g., voi-
ce search, the user receives one specific result
corresponding to his or her request and not a
„list“ of websites generated in the case of using
search engines.
Be present in the most used and popular pla-
ces that are relevant for your brand / company
and always have up-to-date and identical (at the
very least) basic contact information.
A new phenomenon of today is that of local
search, which according to Google has grown
by more than 900% year-on-year.

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