Hoy en día, los consumidores utilizan internet para buscar información, recomendaciones, testimoniales y maneras de uso de productos o servicios antes de tomar una decisión de compra. Los consumidores ya no se dejan influenciar por lo que las marcas dicen de ellas mismas a través de los diferentes tipos de publicidad, prefieren tomar una decisión de compra evaluada por ellos mismos. Las empresas necesitan estar presente en internet cada vez que el consumidor realice su propio proceso de búsqueda de información o comparación de servicios. Las empresas pueden utilizar diferentes formatos para crear contenido de marca y presencia de marca en internet a través de formatos como blogs, videos, art
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