June 23, 2022

Online Reputation Management Marketing

Every organisation has once been started from somewhere, whether it is from a small or a big investment. But whenever this process is started, the company’s main motive is to create a reputation in the market and when the business starts running smoothly, it becomes a
brand and its main motive shifts to maintain the reputation of the brand in the market among the competitors. This article will review Online Reputation Management Marketing and its advantages and disadvantages.

As it is rightly said, “it is easy to create the reputation, it is much easier to destroy the reputation, but it is very difficult when it comes to maintaining the reputation as it is for a long time, it is a challenging task”. Reputation is not something that can always be positive, it can be negative also. If the company’s reputation is positive, it makes the customers trust you, generates confidence and increases sales.

But if it is negative, then it can affect the brand really badly as it vanishes the trust and confidence of your customers, decreases the sales and may result in future losses. Read and know more about Online Reputation Management Marketing. 

What is Online Reputation Management?

Online Reputation Management (ORM) is the modern approach through which a brand can easily observe, monitor and try to influence the customers about the rumours that are being spread on the internet. It is an era in which you get to know everything about the companies and their reputation by just searching them on the internet.

It is the century in which the rumours spread as fast as fire. So, it becomes very important to manage the brand’s reputation, otherwise, because of the spread of fake rumours, your brand may suffer a lot of losses. The online reputation has become so important for us that even when going to watch a movie we first check how many stars does that movie got.

Even when we purchase a product of any new brand online, we first check the customer’s feedback because nowadays what everyone wants is the security of everything. So, knowingly or unknowingly the brand’s reputation matters for all of us. Different marketing strategies which may be used by companies to maintain their reputation are such as SEO, pay-per-check advertising and pre-saturating online channels with content. Approx 63% of the world’s population researches the brand before buying it.

What is Consumer Generated Media?

Consumer Generated Media (CGM) are those websites, blogs, channels or forums which review the products honestly and their negative commentary may affect the brand’s sales and reputation negatively. CGM generally originates from:

  1. Blogs
  2. Message boards and forums
  3. E-mail portals
  4. Online review sites

The trust of customers or the buyers has changed regarding the advertising over a period of time. According to a survey conducted by The Nielsen Company in 2009, 70% of the respondents believed the online consumer opinions whereas 90% of the respondents
believed the recommendations of their known people.

Growth of CGM in India

According to a survey conducted by juxtconsult 70-75% of people in India access the internet regularly. 45% of them regularly use one or the other social media and the remaining are regular bloggers. Approx 70% of the users review the feedback of the consumers before buying it. This indicates the usage and how important the internet has become for everyone nowadays over a period of time.

So, it becomes very important to manage the online reputation of any firm. We call it online reputation management. Fraud reviews could bring negative outcomes for the firm. In the past few years, the growth of internet users has increased drastically. Nowadays, ORM is included by every firm in their marketing portfolios whether it is small or large or whether it is MNC Consumer Generated Media has gained wide acceptance over a period of time. CGM can effectively upgrade or degrade the reputation of the firm.

Online Reputation

Over a period of time as technology is upgrading at a faster pace, more and more people have started using the internet and social media. Almost every brand that exists in promoting its products online nowadays, so the online reputation of their product becomes more important for them.

This would push the companies to produce good quality products because if the consumer doesn’t like the quality, they may give you online bad feedback or may tell their relatives or friends not to buy the products from your page. You can also contact team adverade for your online reputation management.

Online Reputation Manager

Few points to be remembered as an online reputation manager. These are –

  • Notice that what is being said about you and what rumours are being spread about you
    online. To monitor your brands-
  • Install RSS readers
  • Monitor industry-related sites
  • The track that rumours that are being spread online
  • Participate in the conversations with the community members of your industry.
  • Actively participate in conversations about the brand and lead the discussions.

Advantages of ORM

  1. Maintains the standards of search engine marketing rankings
  2. Helps you to increase the service and quality levels of your product.
  3. Provides effective and healthy exposure to your brand.
  4. Maintains good relations and increases the transparency between the consumers and the manufacturers.

Threats to Reputation

As it is said, “everything has its advantages and disadvantages”. So, online reputation can become bad in some ways –

  1. When you have a strong competitor or you have a lot of competitors.
  2. You may be criticised for your brand, product, design, prices etc.
  3. When your employees are rude towards your customers rather than being polite
  4. When you ignore the customer complaints.
  5. When you get the fraud feedback.

All of these cases may result in bad publicity for your brand, it could negatively affect your online reputation. When a product or service becomes so important or valuable as more use it, then this term is known as Network effect marketing.

Why do organisations need ORM?

Factors that lead to the need for ORM. These are

  1. Customers generally remember online things( like blogs, websites, videos, or social media ) for a long time than the traditional media like newspapers, magazines etc.
  2. Loss of trust in the organisation by the employees or the customers.
  3. When any information is leaked by mistake at the time of the company’s important events, that
    is also managed by ORM.
  4. Snowball effect

Online Reputation Management is becoming a crucial part of brands as more and more consumers are approaching the internet for filing queries and complaints. The terms like network effect marketing and search engine marketing are gaining popularity at a faster rate and they have a really bright future. So, this concludes our topic for Online Reputation Management Marketing.

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