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In the focus ДИГИТАЛНИ КОМУНРИУКБАРЦИИКИА
portant destination in the use of their smart tions leave their proof in Google Analytics.
devices (telephones, clocks, tablets…), and Some of them, such as Facebook Messanger,
accordingly one must think about a strategy for example, are clear enough, however
of their use. the visitors who come from Google Hang-
outs emerge as organic visits from Google
In China the business associates do not Search. What is more important is that
exchange cards, rather only contact on We- Skype, WhatsApp, WeChat, Snapchat, Slack
Chat. Messenger recently enabled very facil- etc. cannot be identified in the analytics at
itated start of a chat with a brand through a all, and they appear as direct visits.
click on a ‘url’ or by code scanning. Since re-
cently it also started to make tests with ad- It seems that challenges are yet to come.
vertisements inside the chats of the users, Users loud and clear show what and where
and it also provided an option to exchange they want to use something, partially and
money. in order to avoid the companies. However,
their presence is also important, ultimately
This entire domination of these applica- they are the ones who make the balance to
tions implies reduced group communica- keep some things free. The battle has be-
tion with the users and an increased focus come fierce, Apple joined the battle with
on the user/consumer as an individual, the latest upgraded version of iMessage,
what was long mentioned as the difference however it seems that Messenger has the
in social media. most favorable position, primarily due to
the number of users, Facebook’s ability to
This sphere of chat applications is often quickly innovate and the already open op-
called Dark Social because one can hardly portunities for development of chat bots,
make statistical conclusions from the es- and additional applications and services.
sence of these applications. Hence, mar-
keters are actually ahead of a challenge to However, if you want your brand and
find out who comes from where, on whose company to be prepared to respond to the
recommendation, etc. The very applications demands of their users, you must consider
partially started to provide disclosure of at this part of the technological development,
least a part of the basic data, however this is and with enough data in the right time, you
still far for the needs of good segmentation can make a decision to become a part of the
of the audience. According to a research of game.
FreshEggDigital, only 7 of 22 tested applica-
October 2016 89
